This award will recognize the most creative, innovative and compelling toy developed for infant and/or preschool children.

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Chicken Dance Elmo
Mattel’s Fisher-Price

With a totally new look and fun play pattern that marries kids’ favorite Sesame Street character with the dance party hit, Chicken Dance Elmo is available to consumers during this holiday season.

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Lamaze Octotunes
Learning Curve, International

A different note is played as you push each tentacle. This soft, lovable character also teaches babies about nurturing play.

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Magic Talkin’ Grill
Hasbro, Inc.

This Grill comes to life with eye and mouth movements and pretend glowing coals. It says more than 50 phrases and comes with a pretend hot dog and bun, hamburger and bun, corn, utensils and condiments. It makes sizzling sounds and interacts with the ketchup bottle, mustard bottle, fork and spatula.

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Musini
Neurosmith

The revolutionary toy incorporates innovative technology and a brand new play pattern, resulting in a wildly new and exciting play experience.

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Pretend & Learn Shopping Cart
LeapFrog

With an interactive, smart scanner and plenty of food items, the Pretend and Learn Shopping Cart enhances traditional shopping role-play with interactive learning activities. This play activity encourages imagination and creativity while teaching fundamental preschool pre-math including: numbers, counting, quantities and more than/less than concepts, as well as nutritional fun facts about food.

This award recognizes the toy designed for outdoor play.

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Catch-A-Bubble
Spin Master

This unique bubble solution is the first that dries and hardens in seconds. Kids can dip the wand in the solution, watch them change color, and then catch them … stack them … or play games with them.

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Factor X Extreme Skatepark Equipment
Hedstrom Corporation

This activity equipment is designed for beginner-intermediate extreme sport enthusiasts using skateboards, inline skates and bikes. The lines’ product-integration features allow kids to use pieces individually, or to bring them together in varying combinations.

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Kawasaki Super Shock Dirt Bike
Mattel’s Fisher-Price

This new dirt bike captures authentic styling and introduces motorcross role-play, featuring open spoked wheels and two hidden outrigger wheels for added stability. The new super shock seat is a new play feature, along with the "turbo boost" handle grips, and motorcross racing sounds.

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Power Air Surfer
Radio Control Airplane
Hasbro, Inc.

A bi-plane with a 40-inch wingspan and individually controlled strut mounted propellers, this airplane flies the length of a football field and as high as the tree tops. It’s the only R/C plane with a portable field charger.

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Scream Machine
Razor USA, LLC

Re-engineered as the successor to the ‘70s classic three-wheeler, this new ride-on features an all-steel frame, hand brake and front free-wheel.

This award will recognize a toy that inspires creative play through various forms of activity.

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Easi-Art Maker
Curiosity Kits

Kids can make everything they can imagine with this light-bulb powered oven, which features a child safe locking device that will not open until the inner oven cools down. Also, the kit offers a high performance plastic shell that stays cool to the touch, and a see-through front window.

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LEGO Harry Potter
and the Chamber of Secrets
LEGO Systems, Inc.

This toy creatively combines the classic building opportunities synonymous with LEGO blocks, adding key elements introduced in the second Harry Potter book. It has four important scenes that are built seperately, and combine to form the Chamber of Secrets. There are trap doors, gates and unique characters that can all be integrated into a great Harry Potter play world.

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Harry Potter Slime Chamber
Mattel, Inc.

This unique playset brings to life the scene in which Harry is ‘slimed’ by the Basilisk snake while trying to access the Chamber of Secrets. Kids control the snake’s head with a lever to slime their favorite Harry Potter characters (or friends) with glow-in-the-dark slime compound.

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Queasy Bake Cookerator
Hasbro Inc.

A boy-friendly version of the ever-popular Easy-Bake Oven, this new version allows kids the chance to create and bake ooey, gooey, gross-looking treats that are nothing short of delicious. In addition, most treats come with a magical surprise such as the Mud ‘N Crud Cake which temporarily changes the color of your tongue!

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Screamin' Serpent Roller Coaster
K'NEX

This ultimate building set constructs a 6-foot long, real working replica of a modern roller coaster, complete with a motorized climb, plummeting descent and smile-inducing screams.

This award recognizes a toy that through play helps children develop special skills and/or knowledge.

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Barbie B-Book
Oregon Scientific, Inc.

The B-Book offers more than 50 learning activities, high definition graphics and animation on a professional LCD screen, which are enahnced with audio advancements and sound effects. This B-Book is praised for its portability, durability, and educational entertainment.

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GeoSafari Talking Microscope
Educational Insights

Little scientists flourish as they learn about the world of insects through fun facts and quizzes. Featuring 12 interactive slides of bugs, a 5X focusing magnifier and a light for easy viewing, the microscope allows young users to get an up-close view of 12 different insects.

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Kasey the Kinderbot
Mattel’s Fisher-Price

Developed with educational experts and teachers who know that learning shouldn’t be dry, this new toy engages children by bringing 40+ school-ready skills to life through his friendly voice, electronic animation and life-like motions.

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Quantum Pad learning system
LeapFrog

This sleek, space age looking learning system comes complete with a library specifically designed for 3rd to 7th graders. It helps children with math, pre-algebra, science, geography, language arts, and history and creates enthusiasm and excitement to learn.

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Star Theater 2
Uncle Milton

A complete lights, sound and interactive experience, this toy projects hundreds of stars, constellations and planets on ceiling and walls … introducing a new generation of home planetariums. Its unique single sphere design integrates four seasons into one unit.

This award recognizes the most innovative and creative toy, primarily distributed through specialty retailers.

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Airport Theme
Playmobil USA, Inc.

This new themed toy center provides a complete role play experience. Complementary sets allow children to create an adventure, beginning with a taxi ride, a walk through the terminal, preflight servicing on the tarmac, and ending with a takeoff in the new airliner.

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GeoMag
PlastWood Toys

Children have the opportunity to create unlimited structures, including buildings, mathematical and geometric shapes, physical models and jewelry you can wear, by connecting the spheres and rods in virtually any combination.

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Groovy Girls “T” Dolls
Manhattan Toy

Designed with an eye for style, these groovy playmates sport funky, removable outfits with cool details and awesome accessories. With no two styles alike, this new “T” line of Groovy Girls help teach children to celebrate diversity by showing that beauty comes in all colors and sizes.

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KG Racers
Kids Galaxy, Inc.

At only 2 1/4" wide, these toys are the smallest action packed toys for racing indoors and out. Small enough to ride on tabletops and zippy enough to handle any terrain, from carpets to driveways, these multi-functional mini cars have been designed for action, from spins to wheelies and other cool tricks.

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LEGO EXPLORE: The Complete Discovery System
LEGO Systems, Inc.

This system is designed to engage young children in hands-on learning through play. Developed in close association with prominent child development experts, LEGO Explore embodies a holistic approach to learning and developing.

This award will be presented to the company and inventor who created the most outstanding, unique and creative toy introduced to the marketplace.

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Cindy Smart
Toy Quest

This is the first toy with the ability to see. A digital camera enables Cindy to ready, tell time, do math and recognize shapes and colors. Her 16-bit microprocessor stores 650 words; innovative voice recognition technology lets her interact with the child.

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ello
Mattel, Inc.

ello, a new creation system for girls, inspires them to design and create whatever sparks their imagination, including people, places… and even jewelry! ello extends beyond the linear play patterns historically associated with boys’ building toys and engages girls by incorporating social play with creativity and crafts.

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The Equalizer
JAKKS Pacific Inc.

This radio-controlled vehicle is able to run with wheels in a horizontal or vertical position allowing for endless multi-dimensional racing stunts. Super fast and power-packed, “drivers” can command it to perform seemingly impossible racing stunts.

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MicroPets
TOMY Corporation

These one-inch tall collectible, interactive pets respond to instructions, sing, play, react to each other’s voices and even get upset when they’re left out.

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Musini
Neurosmith

This revolutionary toy incorporates innovative technology and a brand new play pattern, resulting in a wildly new and exciting play experience.

This award will be presented to the team and/or company responsible for the successful marriage between a property and product. One representative from the licensor and one from the licensee may accept the award.

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Barbie Wireless Video Camera
KIDdesigns, Inc.

Building on the relationship between girls and the Barbie brand, this new toy introduces a new play pattern … allowing them to make their own live, color videos and record the action on a VCR…without wires! This state of the art video camera utilizes cutting edge video/audio technology in an affordable, quality product, designed just for kids.

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Chicken Dance Elmo
Mattel’s Fisher-Price

With a totally new look and fun play pattern that marries kids’ favorite Sesame Street character with the dance party hit, Chicken Dance Elmo is available to consumers during this holiday season.

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LEGO Harry Potter
and the Chamber of Secrets
LEGO Systems, Inc.

This toy creativley combines the classic building opportunities synonymous with LEGO blocks with key elements introduced in the second Harry Potter book. It has four important scenes that are built seperately, and combine to form the Chamber of Secrets. There are trap doors, gates and unique characters that can all be integrated into a great Harry Potter play world.

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Spider-Man Dual Action
Web Blaster
Toy Biz

Building on the excitement and theme of the movie, this toy enables children to shoot webs just like the movie character. Kids put on the Spidey glove, insert a can of web fluid, pull down the lever and they shoot webs … just like the web-slinger himself.

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Yu-Gi-Oh! Trading Cards
Upper Deck

Traversing the world from its original home in Japan, the Yu-Gi-Oh! TV series hit the US, creating enthusiasm among kids today. Building on the theme, the Trading Card Game allows two players to face off in an all-out battle, engaging in a match consisting of three duels.

This award will be presented to the individual, team or company whose work represents the highest level of creativity and implementation in creating a unified marketing, advertising, public relations or promotion campaign for a toy or children's entertainment product.

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Barbie as Rapunzel Mattel, Inc.

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Disney Princesses
Disney

An innovative integrated marketing campaign, combining advertising and public relations using the The Princess Event as the central focus, helped launch the Disney Princesses brand. With Olympic skater Michele Kwan as the national spokesperson, the brand was introduced during the Toys ‘R’ Us Toy Parade in New York City, to garner attention from the media during the pre-holiday season coverage.

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Madame Alexander McDonald’s Happy Meal Program
Madame Alexander

This unique licensing match, combining a series of eight 4-inch versions of classic Madame Alexander dolls with the Happy Meal Program, provided a unqiue opportunity for mothers to become reacquainted with Madame Alexander dolls. By re-introducing them to the dolls, they could continue the tradition by giving the dolls to their daughters, thus, creating a a new generation of doll lovers.

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MechWarrior: Dark Age
WizKids

By utilizing a marketing campaign built on a high level of creativity and ingenuity, WizKids has created an entirely new game category with its Collectable Miniature Game system. WizKids manages over 5000 volunteers who oversee in-store demos and tournaments, and provides free consumer prizes for participating in these events. Averaging over 4500 events every month at retail stores, the game is capturing attention of kids nationwide.

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Trivial Pursuit 20th Anniversary Edition Game
Hasbro, Inc.

“A Celebration of All Things Trivial” was a yearlong campaign that honored the 20th Anniversary of Trivial Pursuit, a pop culture icon. The campaign included a consumer contest that called for fans to submit a question about something trivial they were a part of within the last 20 years. Print execution and PR efforts supported this contest from launch to the announcement of the winner.

 

This award will recognize the most innovative retailer offering a wide variety of popular toys and games. They should have innovative operations systems, creative in-store marketing and merchandising, and quality customer service.

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K•B Toys

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Target

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Toys 'R' Us

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Toysrus.com / Amazon.com

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Wal-Mart

This award will recognize the most innovative retailer, offering diverse merchandise presentation and giving specialty brands and product categories clear focus and value-added appeal. They should offer a wide array of new and innovative products, displayed in an inviting, creative and entertaining environment and serviced by knowledgeable and helpful personnel to ensure customer satisfaction.

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Ambassador Toys San Francisco, CA

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Creative Kidstuff
Minneapolis, MN

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FAO Schwarz
23 Locations Nationwide

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Geppetto's
San Diego, CA

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Kazoo Toys
Denver, CO / Baraboo, WI

This award goes to the company (large or small) with a public service program that makes the most profound impact on the lives of children in their community or beyond, bringing credit to the toy industry.

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Funrise’s Toy Run for Kids
Funrise

Each year, Funrise leads a parade of fire trucks, motorcycles and a semi-truck loaded with toys to Children’s Hospital LA. It’s the largest toy donation CHLA receives annually, and affirms Funrise’s commitment to spreading good cheer to those kids who can’t be home for the holidays.

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Santa Pal/Elfland Express
GC Toys

'Elfland Express' began as GC Toys' annual children's holiday party and gift drive as part of its commitment to give back to their community. They joined with the Bristol Herald Courier's 'Santa Pal' program to create a charity that has helped thousands of underprivileged children and their families. Santa Pal/Elfland Express tries to make sure that all kids have the chance to have a normal, successful life through a variety of programs that offer gift certificates for clothing and school supplies for Back-to-School, as well as programs through local Boys & Girls Clubs, and Holiday Gift Drives.

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The September 11th Children's Fund
Hasbro, Inc.

The September 11th Children's Fund was established with an initial grant of$250,000 from the Hasbro Children's Foundation to promote the long-term emotional, mental and physical health and well being of the thousands of children and families most directly and most deeply affected by the September 11, 2001 tragedy. To date, the Fund has received over $4 million in contributions, and is responsible for initiating the 9/11 Children's Campaign which educates the public about the signs and symptoms of emotional distress in children and directs them to immediate, free assistance.

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NexToy LLC “Great Day of Golf”
NexToy LLC

After eight years of fundraising for the Make-a-Wish Foundation of the Hudson Valley, NexToy’s Annual “Great Day of Golf” is the single biggest fundraiser for this chapter of the national organization.

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Toys ‘R’ Us
Child Safety Program
Toys ‘R’ Us

The Child Safety Program brings awareness of child protection to a new level through the use of a state-of-the-art digital ID program. This digital ID photo and software program allows parents to pull together information and photos of a missing child in minutes instead of hours or days. It is the only digital child protection program endorsed by the National Center for Missing & Exploited Children.