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PlanToys, LeapFrog/ VTech and the LEGO Group have been awarded gold in the fifth edition of the Play for Change Awards. Organised by Toy Industries of Europe (TIE), these European Awards celebrate outstanding efforts by toy companies committed to advancing children’s well-being and preparing them for a better future.

With nearly 100 entries, this year’s Awards received a wide range of exceptional toys and initiatives from across the industry. The winners in each category – including silver, bronze, and this year’s special recognition – reflect the inspiring strides made by toy makers worldwide.

The winners of the 2024 Awards demonstrated excellence across three key categories:

Diversity & Inclusion – for initiatives and toys that challenge outdated ‘norms’ of social status, ability, sex, race or religion:

Gold Award: the LEGO Group for reimagining its popular FRIENDS universe with a stronger focus on inclusivity and representation.

Silver Award: Miniland for its Playing Together Project which creates inclusive spaces for children of different abilities and backgrounds to meet and play.

Bronze Award: Mattel for updating its portfolio of games to ensure accessibility for children who have difficulty distinguishing between colours.

Life Skills category – for initiative and toys that prepare children for tomorrow’s world:

Gold Award: LeapFrog/ VTech for their advanced binoculars that encourage children to explore and connect with nature, both outdoors and indoors.

Silver Award: SVOORA for its innovative approach to helping young children develop reading and storytelling skills

Bronze Award: fischertechnik for preparing children for the 21st century through hands-on STEM learning

Sustainability category – for initiatives and toys which aim to deliver an overall positive impact for the environment

Gold Award: PlanToys for its Wave Stacker made from recycled rubberwood and for the company’s broader strong commitment to sustainability

Silver Award: Mattel for its Fisher-Price® Planet Friends line, which uses post-consumer recycled plastics, and for sharing knowledge on chemical safety for recycled materials in toys for young children

Bronze Award: Smoby Toys for their Smoby’s Life – XL Slide, made from at least 70% recycled plastic —an impressive achievement for an outdoor toy requiring high durability and safety standards

Special Recognition Award: the LEGO Group for its impact in engaging and educating children on sustainability and empowering young voices globally.

The winners were announced in Brussels during a ceremony gathering professionals from the toy sector together with the EU policy community.

The jury, chaired by John Baulch, publisher of Toy World magazine, noted the challenge of selecting winners given the record number and quality of entries. “This year, we saw some of the most impressive initiatives and toys in the Awards’ history. While making these decisions was difficult, it’s inspiring to see the toy industry’s dedication to shaping a more inclusive, sustainable, and thoughtful future for children. Congratulations to all the winners!”

“This fifth anniversary is a testament to the sector’s long-standing dedication to helping children grow and thrive through play. My hope is that these Awards continue to inspire positive change and innovation, encouraging even more companies to embrace their values” said Catherine Van Reeth, Director General of TIE.