The Toy of the Year® (TOTY®) Awards ceremony, taking place Friday, February 13 at Pier Sixty in New York City, is the marquee event celebrating the top toys and games of the year while raising funds to deliver play to children in need. Hosted by and benefiting The Toy Foundation™ (TTF), the TOTY Awards invites companies to showcase their brands and commitment to giving back by serving as an event sponsor.
Sponsorship details are available online. To discuss the best sponsorship level to suit your company’s needs, contact TTF’s director of development Kevin Colman.
The TOTY Awards’ new venue at Pier Sixty presents new opportunities to showcase your brand, including in-room activations, digital displays, and branded cocktail and dessert options. Sponsorship packages will also include tickets to the gala, program advertisements, logo inclusion in event assets, and promotion across Toy Foundation platforms.
Event sponsors will be showcased in front of roughly 800 industry professionals expected to attend the fundraiser, plus thousands more at Toy Fair through onsite signage, and online and social media promotions. Pricing starts at $2,500, providing opportunities for all companies to participate at various levels.
Every sponsorship will help provide comfort and joy to children in need through TTF’s Toy Chest and Play Fund programs. Through the industry’s united support at events like the TOTY Awards and yearlong commitments, TTF has served more than 36 million children in need worldwide.
“The TOTY Awards is a celebration of not just the toys themselves, but also of the comfort, smiles, and sparks of joy they bring to every child,” said Pam Mastrota, executive director of TTF. “When you serve as a sponsor of the TOTY Awards, The Toy Foundation utilizes the industry’s collective support to make a significant impact on the live of children when they need it most.”
In addition to supporting TTF, the TOTY Awards will unveil the winners across 16 categories of play, honor the 2026 Toy Industry Hall of Fame inductees, and offer valuable networking opportunities with key industry leaders.
TOTY Awards tickets will be available for purchase online starting November 11. The TOTY Award finalists will be revealed at the Chicago Toy & Game Fair on November 8.
To learn more about The Toy Foundation and get involved, visit ToyFoundation.org or contact TTF staff.