Mattel and Character dominate Toy Awards

Character Group and Mattel were amongst the big winners at the Toy of the Year Awards last night, but there were also successes for smaller players such as Drumond Park and Martin Yaffe.
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Almost 400 key retailers and industry executives gathered at a London Docklands hotel just up the road from the British Toy Fair for the annual event organised by the Toy Retailers Association.

Mattel won four top awards, in the shape of Infant & Pre-School Toy of the Year (Fisher-Price Bounce & Spin Zebra), Electronic Toy of the Year (Pixel Chix Mall), Film Toy Range of the Year (Cars) and Sales & Marketing Campaign of the Year (TMX Elmo).

Mirroring results of the recent ToyNews Retailer Survey, the other big winner was Character Group, for its success with Doctor Who products. To much warm applause, it picked up Overall Toy of the Year (Cyberman Mask) and Boys Toy of the Year (Dr Who figures).

Fellow British toy company Drumond Park won Game of the Year with TV spin-off Deal Or No Deal.

Tomy won Girls Toy of the Year (Nintendogs Trick Trainer Pups), Vivid won Doll of the Year (Bratz 4 Ever Diamondz), Vtech won Pre-School Electronic Learning Toy of the Year (V.Smile Console), Hasbro won Innovative Toy of the Year (Butterscotch Pony), Flair won Creative Toy of the Year (Paper FX), Martin Yaffe won Toy Supplier of the Year and Magic Box won Craze of the Year with its Shoot-Out Cards.

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