Record-Breaking Number of Consumers Voted for the 2023 TOTY® Awards

December 12, 2023 | For the 2023 Toy of the Year® (TOTY®) Awards, consumer engagement reached a record-breaking high with more than 60,000 individuals voting to determine the winners in each product category and the People's Choice Award.

To help drive this consumer engagement, The Toy Foundation™ (TTF) worked with 17 kid and kidult influencers to spotlight every finalist in front of nearly 3 million collective followers. Each influencer was assigned a product category that best fit their interests and created up to three waves of content calling on their followers to visit toyawards.org to learn more about the finalists and vote for their favorite products. In total, the campaign generated nearly 100,000 engagements. View all influencer content and results of the program in the report here.

From August through October, the influencers shared a total of 56 pieces of content across Instagram, TikTok, YouTube, and Facebook announcing the category finalists, category winner(s), and the Toy of the Year and People’s Choice award winners. Select influencers also shared dedicated product posts and hosted a giveaway to win one of the finalist products for additional engagement.

Click here to view the full recap report.