Squishmallows are continuing their reign over the toy industry.

For the third year in a row, The Toy Foundation has named JazwaresSquishmallows the Toy of the Year as part of the Toy of the Year (TOTY) Awards. The popular plush brand was also named the 2023 Plush Toy of the Year and 2023 Collectible of the Year. Mattel has been named the People’s Choice award winner for the Monster High Skullector collection of dolls. These dolls reimagine horror characters with fashion, packaging, and easter eggs. 

Product category winners for the TOTYs were named at the 2023 TOTY Awards Celebration in September. Out of 122 finalists, consumers voted for category winners while a panel of expert judges determined the winner of Toy of the Year. 

The TOTY Awards helped raise $1 million, which goes to The Toy Foundation’s Diversity, Equity, and Inclusion Pipeline program; the Play Grants program; and the Toy Bank.

About the author

Ashley Pelletier

Ashley Pelletier

Ashley is assistant editor for The Toy Insider, The Pop Insider, and The Toy Book with a Master's in journalism from Quinnipiac University. When she isn’t writing her latest story, she is reading a fantasy novel or rewatching one of her three favorite TV shows over and over again. She’s also a big fan of showing people pictures of her two dogs and cat.