The BTHA will present Nick Austin and Alan Bennie with the awards at the annual industry day in June.
The BTHA has announced that Nick Austin and Alan Bennie, founders of Vivid Imaginations (pictured here with Richard Branson), are to be presented with Lifetime Achievement Awards in their company's 20th anniversary year.
Inaugurated in 1996, the BTHA’s Lifetime Achievement Award is presented to individuals in honour of their outstanding contributions to the toy industry.
Roland Earl, director general, BTHA, said: "Nick and Alan have been driving forces in the toy industry together since their days at Matchbox.
"It is particularly fitting that Nick and Alan should receive this richly deserved award in the year of Vivid’s 20th anniversary. The Association is delighted to be able to honour them both at the Industry Day later this year."
Nick Austin, chairman of Vivid, commented: "Alan and I are deeply honoured and humbled by this nomination.
"Starting Vivid 20 years ago in the depth of a recession and seeing it grow to become the leading British toy company has been an enormous thrill for us both and receiving the BTHA’s Lifetime Achievement Award in June will be the perfect icing on the cake for our anniversary year which, largely thanks to Moshi Monsters and Crayola, looks like being a record one."