It was a tussle of the titans at the Australian Toy Association’s first Digital Awards ceremony this week that saw Australia’s own Moose Toys tie even with global toymaker LEGO with a sweep of five category wins each.
Unsurprisingly, the awards poured in for Moose Toys’ licensed collection of Bluey toys, scooping not only the 2021 Plush Product of the Year for its Bluey and Friends Basic Plush, but also the 2021 Judges Choice Award for 0 to six year olds for its Bluey Pool Time Playset.
Bluey has undoubtedly become the Australian Toy Industry’s biggest success story from 2020. Named the number one new growth property by the NPD Group, it was also the number one Entertainment Brand in the Plush Category.
Elsewhere, Moose Toys also won awards for Development Product of the Year: Treasure X Aliens Ultimate Dissection, Action Product of the year: Treasure X Sunken Treasure Ship, and Craft & Activity Product of the Year: JelliRez StyleMi Assortment.
Moose Toys’ dominant presence over the event was matched only by LEGO who took home an equal number of category wins that included Collectable Product of the Year with LEGO Dots, Electronic Product of the Year for LEGO Technic’s 6×6 Volvo Articulated, Hobby Product of the Year for its LEGO Technic Dom’s Dodge Charger, Construction Product of the Year for LEGO City Ocean Exploration Ship, and the Judge’s Choice Award seven to 12 for LEGO Vidiyo.
“After the phenomenal success of Bluey, the team at Moose are so proud to be recognised by the Australian Toy Industry,” said Paul Solomon, co-owner, Moose Toys.
“Our Bluey collection celebrates everyday family life and encourages imagination and discovery through play. Moose is a family-owned company headquartered in Australia, and we share a lot of the same core values as Bluey. As fellow Aussies, we are in a unique position to bring the magic of the show to life in toys.”
Licensor BBC Studios also won Pre-School License of the Year for Bluey. This is the second year in a row that that Bluey and BBC Studios have won this prestigious industry accolade.
Kate O’Connor, head of commercial and business development at BBC Studios Australia and New Zealand, said: “We are thrilled to be recognised for our work on Bluey with this fantastic award. I want to thank Ludo Studio, Moose Toys and other licensees, as well as everyone in the BBC Studios team who have worked tirelessly on this brand to ensure that Bluey products are as exciting and as loved as the show itself.”
Meanwhile, Mattel’s Barbie Colour Reveal triumphed in two categories, taking home the Overall Product of the Year win the Doll of the Year award. Educational/STEAM Product of the Year went to the Johnco Stanley 3 in 1 Coding Robot, Game of the Year went to Ravensburger’s Villainous, and Infant/Pre-school Product of the Year was handed to Spin Master’s PAW Patrol Dino Patroller.
Completing the product wins, Outdoor Product of the Year was given to the Kinderfeets Rainbow Kinderboard, and Specialty Product of the Year went to Divisible by Zero’s Buildzi.
The Australian Toy Association’s Toy and Hobby Fair is currently taking place in its virtual form.