The awards acknowledge excellence in all aspects of a close customer/supplier business relationship.
Deputy managing director Phil Shayer said: "Supplying Toys R Us is much more than just the placement of orders. It covers all areas of our business, be it costs, product development, promotions, packaging, quality and service - to distribution, accounts and, ultimately, consumer satisfaction. A multi-faceted relationship ensures that both our suppliers and Toys R Us share mutual growth of sales and profits."
Managing director, David Rurka, added: "Creative product development is vital to our business and recognition of changing consumer demands is a key to the continuing growth of the market for our products."
"Whilst our choice this year was a tough one, as many of our suppliers went to extraordinary lengths to support us, we were delighted to announce Flair as the winner of the Toy category, Britax Excelsior as winner of the Babies R Us category, Nintendo UK for the Consumer Electronics category, Schleich for Supplier of the Year. Kiddieland and Character Options are the joint winners of the new Special Consistency Award.
Flair's Richard Beecham, Nicola Bergot, Jon Ward, Peter Brown and Simon Hedge received the Toy Supplier of the Year Award from David Rurka and Phil Shayer of Toys R Us (pictured).