Elkhorn, NE – Fat Brain Toy Co., a national leader in the specialty toy industry, has three finalists for the Toy Industry Association’s annual Toy of the Year Awards. The Toy of the Year (TOTY) Awards honor the greatest and most innovative toys developed each year in twelve categories. Winners in each category then have the opportunity to win the People’s Choice Award based on consumer voting in addition to one overall Toy of the Year.
Fat Brain Toys’ three finalists are unusual for multiple reasons. First, the competition for this prestigious award is extremely intense with over 520 companies submitting nominations for selection. Fat Brain Toy Co., an independently owned specialty toy company, is competing with industry giants Mattel, Hasbro, Spin Master, LEGO and VTech. Additionally, considering the current trend in toys towards electronics and licensed characters, Fat Brain Toy Co. achieved three nominations without a single licensed property or battery.
Fat Brain Toy Co. finalists include Squigz, the popular, “suction construction” toy, is nominated for Specialty Toy of the Year. Peek-A-Doodle Doo, a “my first memory game” nominated for Game of the Year, and pipSquigz, the ultimate “keep their attention toy” is nominated for the Infant/Toddler Toy of the Year Award.
“Winning this award is the equivalent of winning the Super Bowl of Toys,” said Co-Founder Mark Carson. “Capturing three nominations cements Fat Brain Toy Co. as an emerging leader in the industry. We cannot thank the committee enough for recognizing the innate qualities of our toys.”
Finalists were selected by nomination committees comprised of 10 to 15 experts knowledgeable of each respective category. The nomination committee members represent a cross-section of retail buyers, journalists, toy specialists, and professionals such as developmental psychologists and play therapists.
Previous winners of The TOTY Award have included popular toy brands such as Rainbow Loom, LEGO, Leap Pad and the Big Hugs Elmo doll. Carson added “For Fat Brain Toy Co. to be competing amongst the likes of these brands while continuing to support independently owned retail stores on the main streets of America simply reinforces our mission of placing purposeful toys in the hands of children. Fat Brain Toys has never been one to embrace the latest toy craze sweeping the nation. Instead, we focus on creating toys which are impactful and have timeless play value.”
About Fat Brain Toys – Fat Brain Toys is a Nebraska based retailer and developer of educational toys, games and gifts. Through it’s website, retail stores and catalog, Fat Brain Toys has become one of the nation’s fastest growing toy retailers.