MadeForMums Toy Awards 2025: Entries now open!
The UK’s most trusted toy awards return – and brands can now enter their top toys for testing by real families
The MadeForMums Toy Awards are officially back for 2025 – and entries are now open!
Whether you’re a toy brand, distributor or PR, this is your moment to get involved in the UK’s most trusted toy awards – tested by real kids and loved by parents everywhere.
Celebrating the very best in play
Now in their 15th year, the MadeForMums Toy Awards are designed to help parents cut through the noise and find toys that genuinely delight children, from newborn sensory toys to STEM kits for curious tweens.
What makes these awards different? Every single toy is tested by real families, so winning toys get a trusted stamp of approval that parents actually pay attention to.
These awards are of huge value to brands that want honest feedback from real families in order to grow
Why enter the MadeForMums Toy Awards?
For brands and retailers, these awards aren’t just about the kudos – they’re a proven way to boost visibility, clicks and sales at exactly the right time: the lead-up to Christmas.
Shortlisted and winning toys will be featured in the dedicated Toy Awards hub on madeformums.com, with click-to-buy links, newsletter roundups and social media buzz to get your product in front of toy-buying parents.
Plus, award-winners can license the official 2025 badge* to use on packaging and marketing – a trusted mark many parents actively look for when shopping.
And this year’s good news? All entry and licensing fees are frozen from 2024.
We always encourage our clients to enter the MadeForMums Toy Awards because of the great media coverage they get – and we know that parents see that winners' logo as a trusted sign of a toy's quality
Who can enter – and what kinds of toys?
If your product brings joy, inspires creativity or simply keeps little ones happy for more than five minutes, it could be a contender.
Entries are welcome across every age and stage – from bump-friendly and baby-safe toys to collectables, fidgets and big-ticket playsets. There’s also space for family games and toys that support learning or development.
Child testers span every age range, and their feedback is as honest as it gets – the kind of feedback that’s both insightful and, at times, unintentionally hilarious.
Winning a MadeForMums Toy Award is really special. And we love the quotes from their child testers – really insightful and often inspiring, like a little round of applause!
Key dates for your diary
- Entries open: Monday 21 July 2025
- Entries close: Midnight, Monday 8 September 2025 (no extensions!)
- Toys must be on sale by: 13 October 2025
- Winners announced: Mid-October (date TBC)
Shortlisted entrants will be notified before the winners are revealed – but make sure you send in three product samples per toy or your entry won’t be judged.
The MadeForMums Toy Awards are absolutely AMAZING. We won two awards, and both lines are now on FIRE!
How to enter
Head to the MadeForMums Toy Awards hub to find the entry form and full T&Cs.
From pocket-money crowd-pleasers to statement Christmas gifts, we’re on the lookout for the toys families will be talking about this year.
Got a question? Email the team at toyawards@madeformums.com.
Let the toy-testing begin!
*Licensing fees apply for use of the Winner’s badge – please contact us for more information.
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