Tag Archives: the toy verdict awards 2015

Announcing The Winners Of The Toy Verdict Awards 2015…

And The Winners Of The Toy Verdict Awards 2015 Are…

TheToyVerdict.com, a leading toy review service and online portal, fully owned and operated by Kids Brand Insight today announces the results of The Toy Verdict Awards 2015.

Steve Reece, CEO of Kids Brand Insight told us:

“The sheer quality of the products submitted has made our testing and judging process very difficult indeed. We take a robust approach to testing based on our having conducted hundreds of research groups/playtesting sessions for many of the biggest players in the toy business, so it’s been a very involved and intense process to get to this list of Winners and Finalists – all of whom truly merit the Award.

During the course of testing/judging, we were able to give product feedback which led to several companies tweaking products that were just about to ship to make them better/solve problems, so aside from the winners we announce today we hope to have made a further positive impact for those who worked with The Toy Verdict in 2015.”



Figures, playsets and collectibles

Joint Winners: Flipsies Sandy’s Yacht & House; Miles From Tomorrowland Stellosphere

Finalist: Doc McStuffins Pet Vet Bag Playset


Arts, crafts & science

Winner: Kinetic Sand

Finalists: Sweet Factory, My First Spa


Building/construction toys

Winner: Lego Elves Skyra’s Mysterious Sky Castle



Winner: Og On The Bog

Finalists: Timeline, Zip It, Frenzi Card Game, Pairs In Pears



Winner: Rose Petal Cottage

Finalist: In The Night Garden Explore & Learn Musical Activity Table



Winner: Petron Sureshot Crossbow

Finalist: Phlat Ball, Petron Sureshot Rifle



Winner: Tsum Tsum Olaf Bag With Frozen Fever

Finalists: Anagranimals, Zigamazoos



Winner: REV

Finalist: Real FX Racing


Tech toys

Winner: Miposaur

Finalists: Kidizoom Duo Digital Camera, Meccanoid G15 KS, My Friend Freddy Bear


Bath Toys

Winner: Gelli Baff, Slime Baff


Magic Sets

Winner: Marvin’s iMagic


Fun factor

Winner: Petron Sureshot Crossbow


Cool factor

Winner: Meccanoid G15 KS


Educational/developmental benefit

Winner: Sweet Factory

Repeat Play Value

Winner: Kidizoom Duo Digital Camera


To read online reviews for each of these products or for more information, please visit: www.TheToyVerdict.com




Kids Brand Insight Kids Brand Insight is a leading Consultancy to toy and game companies around the world. The company offers consumer research and playtesting services, as well as helping companies find the right factories and grow export sales. For more information:  www.KidsBrandInsight.com



TheToyVerdict.com is a leading toy review site, with excellent search engine rankings on most new toys tested. Products are tested using professional market research techniques, as developed in our Kids Brand Insight business. The Toy Verdict Awards offers a low cost product endorsement opportunity to toy companies. With the majority of toy and game purchases being influenced to some degree by online reviews in today’s world, our online listings help increase positive online word of mouth, while award winners will be able to add our branding and official endorsement on pack, in PR and in all other forms of marketing communications. For more information, please visit www.TheToyVerdict.com

How Toy Marketing Was Revolutionised…

How Toy Marketing Was Revolutionised…

In times gone by, marketing toys was much simpler, and if the truth to be told, easier! It was also potentially much more expensive than it needs to be today.

Back in the day we just had to tell the retailers the product was going to be TV advertised, and then once we were certain they had listed the product and pre-ordered enough stock to justify the budget, we TV advertised the hell out of the product, and some sold off the shelf and some didn’t, but as there is always another product development cycle ahead in the toy industry it didn’t matter all that much if there were a few prickly inventory issues as long as we’d amortised the TV we could mark down with the retailer and move on.

Even better, it actually didn’t really matter that much whether the product was any good. While retailers would moan if they had problems with returns, the key thing was to sell through as many products as possible pumped up by TV and hope retail inventory was clean enough to encourage re-orders next year.

In essence, what we had was a largely one way process of the toy industry and retailers flogging the hell out of a product, and  consumers taking the product to the tills and buying it in sufficient quantities as the only meaningful measure of success.

One (embarassing) example I feel honour bound to share with you at this point of just how one way that process was can be found in a particular product I launched some years ago. This product was a Bingo game, and for those not so aware of how Bingo works the key thing is that every player has their own distinctly different set of numbers to follow. Sadly, due to an error/omission the numbers printed in this particular Bingo game were all exactly the same printed sheet repeated. Which meant that the game was to all extents and purposes not playable and therefore not that useful! We shipped in 10,000 units of this product, and I know for a fact that 10,000 copies (more or less) were sold through. Astoundingly, the retailer only received 3 complaints from 10,000, despite the fact that the product was not playable. While I’m sure that at least half of those games were never opened, there really must have been at least a couple of thousand games opened and therefore a couple of thousand consumers would inevitably been disappointed (a fact which makes me feel shamed to this day!). But just three complaints !?!?…

This was the world before online consumer reviews, mums/moms blogs, product review sites and social media. Today I can just imagine the outraged Facebook posts which would be doing the rounds and the 1 out of 5 product rating with angry rants, but back in the day you could kind of get away with such ineptitude to a degree because people generally couldn’t be bothered to take something bought for such a throwaway price back to the store to complain.

Things have changed, in fact that understates things – Toy marketing has been revolutionised by online reviews and social media. Now while that may be no surprise to you or to your company, it still astounds me how susceptible toy companies are to bad reviews and unrepresentative/ludicrous reviews by people who online have power but who in person would not be listened to by the average savvy consumer. Doubtless you’ve seen some stupid feedback online – you know, someone who bought an action figure but can’t believe it can’t actually shoot real web from it’s fingers, or bought a trivia board game but then found it only involved asking and answering questions (!)…these people are out there, and they are adverseley affecting sales of your products right now!

That’s why Kids Brand Insight (our parent company) launched TheToyVerdict.com a product review website which guarantees to only add positive online word of mouth – if a product is tested and gets less than 7/10 we don’t post the review which protects you from bad PR online (although if you launch a crappy product someone out there is going to smash you, it just won’t be us!). From the consumers perspective, they know that TheToyVerdict.com will only post reviews for products which are either good, very good or excellent, in other words we aim to create a portal of cool stuff for consumers while helping toy companies effectively promote their products. All products reviewed and approved for posting on the site will feature product images and e-commerce sites to drive sell through for toy companies.

In addition, The Toy Verdict Awards 2015 are now open for entry to all categories of Toys. Research proves that award winning products sell more than they would have done without the awards, so long as award logos are featured in marketing, on pack, online etc. The 2015 winners will be featured extensively in PR in Q4 to further boost both real world and digital PR. To enter your products just click here.

For more information on The Toy Verdict, please go to www.TheToyVerdict.com