Disney Consumer Products made a significant impact at this year’s Toy Fair New York. The company secured two Toy of the Year awards (TOTY) and launched a massive seasonal product lineup. The visibility of these new releases grew further following a featured segment on Good Morning America, which reached audiences across the country. These achievements set a clear path for new retail trends and fan experiences centered on popular characters.
The industry gathered over the weekend to announce the Toy of the Year winners. These awards recognize products that stand out for creative design and play value. The winning items this year highlight a shift toward deep storytelling and interactive features.
Two specific Disney collaborations earned top spots in their categories. The American Girl Disney Moana Collection from Mattel won the Doll of the Year award. In the plush category, the Disney Stitch Ultimate Stitch Interactive Feature Plush by Just Play took home the Plush Toy of the Year award.
Disney’s 2026 Roadmap: Immersive Fandom and the “Next-Gen” Consumer. Disney is pivoting its licensing and entertainment strategy toward 2026, moving beyond traditional merchandising to focus on “experiential retail” and cross-generational engagement.
“This year’s TOTY winners and new product debuts show how innovation across IP is fueling Blockbuster Season and keeping play fresh, relevant, and exciting,” said Rob Michaelis, Toy Association Board Member and VP, Americas Hardlines, Disney, “By continually reimagining beloved franchises and introducing new ways to engage fans, Disney Consumer Products is meeting families where they are and inspiring the next generation of play.”
“Having both the American Girl Disney Moana Collection by Mattel and the Ultimate Stitch Interactive Feature Plush by Just Play honored at the TOTY Awards is a testament to the enduring strength of Disney storytelling,” said JoAnn McLaughlin, SVP of Licensed Product Design & Development, Disney, “These awards highlight how thoughtful character‑driven design can deepen emotional connection and create products that feel truly special for fans and families alike.”
They show how blending well-known stories with new ways to play can create products that appeal to children and collectors at the same time.
Disney Takes Top Honors at Toy Fair New York With Major Award Wins
This year, Toy Fair® New York helped launch Disney Consumer Products’ Blockbuster Season, during which new products will debut in support of upcoming theatrical releases and franchise moments across Disney Princess, Pixar, Star Wars, and Marvel.
The summer theatrical slate — led by The Walt Disney Company titles such as Lucasfilm’s Star Wars: The Mandalorian and Grogu, Pixar’s Toy Story 5, and Disney’s live-action reimagining of Moana, alongside Sony Pictures Entertainment’s Spider-Man: Brand New Day in association with Marvel Studios — is poised to shape not only the global box office, but also retail trends and fan engagement throughout the year.
