You asked, and we listened. The final deadline for nominations in The Toy Book‘s 2026 Pulse of Play Awards
has been extended. While we sincerely appreciate all of the companies that made it in under the wire on Friday, October 3, many of you simply need more time.
The FINAL DEADLINE for submitting your nominations is Wednesday, October 15, 2025, at 11:59 ET. There will be no further extensions granted — no exceptions. Click here to submit your nominations.
About The Second Annual Pulse of Play Awards
After a breakout debut, The Toy Book’s Pulse of Play Awards are back for a second round — and it’s time to show the world who’s making noise in toys, games, and everything that powers the business of play.
The 2026 program once again honors the companies, people, and partners turning big ideas into retail magic, social buzz, and unforgettable moments of connection. From product launches to licensing campaigns, rep groups to inventors, this is where excellence gets its due.
What’s New:
- We’ve added Baby/Juvenile Product Launch of the Year to spotlight innovation for the tiniest trendsetters.
- In support of the specialty channel, Retailer of the Year (Independent, Specialty, Hobby) is now a no-fee entry, because this business’s heartbeat starts on the frontlines.
2026 Pulse of Play Awards Categories
PURVEYORS OF PLAY
- Display of the Year
- Rep Group of the Year
- Distributor of the Year
- Retailer of the Year (Mass, Mass Specialty)
- Retailer of the Year (Independent, Specialty, Hobby) (New for ‘26: No-fee entry!)
MARKETING MAESTROS
- Product Launch Campaign of the Year
- Baby/Juvenile Product Launch of the Year (New for ‘26!)
- Cultural Moment of the Year
- Viral Hit of the Year
- Influencer Activation of the Year
- The Cinematic Art of Selling Fun: Commercial of the Year
- Crossover Collaboration of the Year
- Outbound Licensing Campaign of the Year
- Entertainment Property of the Year
CREATORS & INNOVATORS
- Toy Inventor of the Year
- Game Inventor of the Year
- Digital Studio/Video Game Team & Title of the Year
INTERNATIONAL
- Retailer of the Year
- Manufacturer of the Year
- Location-Based Experience of the Year
OVERALL
- 2026 Pulse of Play Award
Timeline:
Early bird deadline — EXTENDED! $200 per category through Sept. 19Standard deadline: $250 per category through Oct. 3- FINAL deadline: October 15, 2025, 11:59 pm, ET (no further extensions)
- Finalists announced: On or about Dec. 16
- Winners celebrated: In The BIG Toy Book, February 2026
Giving Back Through Play
The Pulse of Play Awards are more than a celebration of industry excellence — they’re an opportunity to give back.
A portion of proceeds from the 2026 awards program will be donated to organizations that serve children and families in need, including The Toy Foundation, Fill A Heart 4 Kids, enCourage Kids Foundation, and Memorial Sloan Kettering Cancer Center (in honor of the late Lori Rubin).
These organizations bring comfort, joy, and support to children facing illness, trauma, and instability, aligning with our belief that play has the power to heal, inspire, and uplift.
By entering the Pulse of Play Awards, you’re not just shining a spotlight on great work; you’re helping to make a meaningful impact beyond the business.
Have a campaign that crushed? A toy that turned heads? A retail experience that made jaws drop? The pulse is beating. Let’s see who’s behind it.
View category descriptions and official rules at pulseofplayawards.com
Questions?
James Zahn, Editor-in-Chief, The Toy Book
Director, Pulse of Play Awards
awards@toybook.com
The post Final Deadline Extended: 2026 Pulse of Play Awards appeared first on The Toy Book.
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