Nominations were invited from BTHA members and toy agents and stores were also permitted to self nominate. Shortlisting was led by the BTHA Council.

The winners will be announced at the annual Toy Industry Awards at Banqueting House in London on January 26th 2010. The gala dinner is organised by the BTHA in association with the TRA (Toy Retailers Association), which will present its Toy Supplier Awards 2009 on the same evening.

The shortlist is:

Small Independent Toy Retailer of the Year
• Imagination
• Moons Toymaster
• Mulveys Toymaster
• William and Griffin Ltd

Large Independent Toy Retailer of the Year:
• Conways Toymaster
• Kids Stuff (Ucklfield)
• Midlands Co-operative Society
• Stewart Miller

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National Multiple Toy Retailer of the Year:
• Bentalls Kingston
• The Disney Store
• Early Learning Centre
• The Entertainer

Online Toy Retailer of the Year:
• Amazon
• Argos
• The Entertainer
• Littlewoods Shop Direct
• Treasure Island Toys

Toy Catalogue of the Year:
• Early Learning Centre
• The Entertainer
• Littlewoods Shop Direct
• Toymaster Group

Toy Retailer (Grocer) of the Year:
• ASDA (Head Office)
• Tesco (Head Office)
• Waitrose (Bracknell)