The American Specialty Toy Retailing Association named its 2025 Play Award Winners at its Star Awards Gala, sponsored by Schylling.
The Gala took place during ASTRA’s flagship event, Marketplace & Academy 2025, June 1-4 in San Antonio. Over 500 specialty toy businesses attended the Marketplace & Academy, which featured a variety of expert-led education sessions, a trade show floor with the latest products and networking events.
According to ASTRA, over 600 products were nominated for the 2025 Play Awards. Out of 58 finalists, 19 products emerged as category winners, including:
- Active Play: Incredible Group, The Incredible B-Ball
- Arts & Crafts: Bright Stripes, iHeartArt Marker By Number – Garden Stone
- Baby: Smart Toys and Games, Krumples – Plungy
- Books: Sourcebooks, Today is a Wacky Wow, Squiggle Giggle, Noodle Caboodle Day!
- Construction: Magna-Tiles, microMAGS 26-piece travel set
- Educational: Skillmatics, My Storybook Art Kit Adventures
- Family Games; Thames & Kosmos, The Gang
- Family Party Games: Happy Camper, Trio
- Fidgets: Smart Toys and Games, Reverso
- Geek Games: Stonemaier LLC, Finspan
- Kidult: Fun In Motion Toys, Shashibo2
- Plush: Douglas Company Inc., Emily Leaf Sheep Slug
- Pretend Play: Speedy Monkey, My Little Dog
- Puzzles: Plus-Plus USA, Puzzle by Number Activity Pad – Ocean
- Sensory: Fat Brain Toy Co., PlayTab
- STEM: Heebie Jeebies, Wind Fidget Spinner
- Toddlers: Hape, Dynamic Pixel Piano
- Vehicles: Luki Lab, Flat 2 Fast Card Racers
- Youngster Games: Project Genius, Kitty Litter
The ASTRA Play Awards span a breadth of categories and are designed to recognize excellence within the specialty play community. ASTRA said finalists were evaluated by an experienced panel of ASTRA committee members called, “certified play experts,” and based on criteria such as uniqueness, innovation, developmental value and industry significance. Final voting was conducted by ASTRA’s member retailers in the specialty toy marketplace.
“These Play Award winners are a testament to the heart and purpose that define ASTRA’s vibrant community,” said ASTRA President Sue Warfield. “Each winning product showcases the creativity of toymakers and the support of retailers who champion meaningful play. Together, they bring joy to families and help independent businesses thrive. We’re proud to honor our Play Award winners and celebrate the spirit of collaboration and imagination that powers our industry. We encourage families to look for these thoughtfully curated products at their local neighborhood toy stores, where play, community and quality come together.”
