Canada’s toy industry reached a milestone this month with the debut of the Canadian Toy Awards 2025, a new national program created to recognize innovation, creativity, and market leadership across the country’s expanding toy sector. Launched by the Canadian Toy Association in partnership with Circana, the inaugural awards were presented on November 18 at the association’s annual gala, marking the formal introduction of an awards platform expected to become a fixture in the industry’s calendar.
The new program was designed to celebrate companies influencing the direction of play for Canadian children and families. It also reflects the growing sophistication of the domestic toy market, where data-driven insights, licensing partnerships, and rapid product development cycles continue to reshape how brands compete for attention.
The first edition of the Canadian Toy Awards 2025 introduced two headline categories grounded in measurable retail performance through Circana’s POS Retail Tracking Service. The Canadian Toy Association’s Events Committee then evaluated nominees to determine winners, bringing together industry expertise with objective marketplace results.
Graeme Bissett, Chair of the Canadian Toy Association, called the launch of the program “an exciting and meaningful milestone in the celebration of our industry,” adding that this year’s award recipients “embody the innovation, energy, and passion that define our industry.”
The introduction of the awards aligns with a broader period of evolution for Canada’s toy sector. Even as economic pressures continue to influence household spending, the industry has shown resilience, supported by strong demand for toys tied to collectability, licensed entertainment, and hands-on creative play.
ZURU Named Top Rising Manufacturer
ZURU was awarded the Top Rising Manufacturer Award, a category recognizing a company that has demonstrated exceptional growth and momentum. The New Zealand-based manufacturer has steadily increased its presence in Canada in recent years, propelled by an aggressive pipeline of new products and a commitment to design and innovation.
ZURU’s rapid expansion across multiple toy categories has positioned it as a leading disruptor within the Canadian market. The award acknowledges its ability to bring fresh concepts to shelves and respond quickly to changes in consumer behaviour. Its win reflects the company’s increasing influence and its competitive edge in a sector where originality and speed-to-market are critical to success.
Moose Toys Wins Top New Brand for Mr. Beast Lab
The Top New Brand Award was presented to Moose Toys for its Mr. Beast Lab line, a brand that has quickly become a hit with young audiences across the country. The award recognizes standout performance from a newly launched brand, measuring consumer engagement, originality, and market impact.
Mr. Beast Lab’s success demonstrates how entertainment personalities and digital-first storytelling now shape children’s play preferences. Moose Toys has leveraged this shift effectively, building a brand that resonates across both traditional retail channels and online platforms. Its strong early sales underline the power of creator-led narratives in driving demand in the toy aisle.
Data-Driven Selection Highlights Market Momentum
The Canadian Toy Awards 2025 reflect a marketplace in transition, with retailers and manufacturers increasingly relying on consumer data to inform their strategies. Award selections were based on definitive sales performance, helping showcase companies that performed strongly during a year of shifting consumer expectations.
Jeff Bowes, Executive Director, Client Development at Circana, highlighted the sector’s continued strength, noting that “despite broader economic challenges, the Canadian toy industry continues to thrive, fueled by manufacturers who are innovating with new products including those with an element of collectability and unique licensed offerings.”
This year’s award recipients exemplify those trends, providing insight into how product development is adapting to modern play patterns.
The Canadian Toy Association’s Expanding Role
The debut of the Canadian Toy Awards 2025 adds a new dimension to the Canadian Toy Association’s longstanding mandate. Founded in 1932, the association serves as the voice of Canada’s toy industry, representing manufacturers, importers, distributors, and youth entertainment companies. It advocates for safety standards, regulatory alignment, and the benefits of play while working closely with Health Canada and industry stakeholders.
The CTA maintains a formal affiliation with The Toy Association in the United States, allowing members to access broader research, advocacy support, and North American market resources. The association is also a member of the International Council of Toy Industries, reinforcing its role in global safety and compliance efforts.
Each year, the CTA hosts an annual gala and Hall of Fame induction ceremony, now held at the Mississauga Convention Centre. With more than fifty inductees to date, the Hall of Fame recognizes individuals whose leadership has shaped the industry. The addition of the Canadian Toy Awards 2025 brings another layer of visibility and recognition to the companies driving industry momentum.
