Mattel has racked up 15 nominations—the most of any company—for this year’s Toy of the Year (TOTY) Awards, including Game of the Year (Magic 8 Ball Magical Encounters board game), Doll of the Year (Barbie The Movie Dolls (pictured) and Disney The Little Mermaid Ariel Doll) and License of the Year (Barbie franchise). 

New York-based non-profit The Toy Foundation unveiled the TOTY 2023 nominees today, and will announce most of the 2023 winners on September 29 during Toy Fair New York. However, the Toy of the Year and People’s Choice winners will be announced in November in a bid to create holiday sales buzz. 

Other brands shortlisted in the coveted License of the Year category are Bluey (BBC Studios), Disney 100 (Disney), Magic: The Gathering – The Lord of the Rings: Tales of Middle-Earth (Hasbro), Spider-Man (Disney), Squishmallows (Jazwares) and Teenage Mutant Ninja Turtles: Mutant Mayhem (Paramount).  

Toycos that snagged multiple nominations include LEGO and Spin Master (eight), Disney and Hasbro (five) and Jazwares (four). 

LEGO and Jazwares were big TOTY winners last year. LEGO’s third-party licensees took home trophies in multiple categories, while Jazwares’ Squishmallows plush brand won License of the Year.