Check Out the Complete Lists:
Want more gift ideas? See below for the links to various toy review sites. As you browse these lists, keep in mind that each organization has its own method and criteria for determining which toys are best. Before you rush out and purchase their suggestions, take a moment to consider how they arrive at the toys they recommend. Some feature only toys with educational merit, others look to parent satisfaction or the expected best sellers. The “fun” lists usually include some degree of kid-reaction, whether it’s based on an afternoon playing at a day care (maybe even just a casual stroll through Ontario Place), or an extended at-home evaluation.
The other factor is editorial credibility. Unfortuately, that’s a little more difficult to ascertain, because most organizations offer so little transparency in the matter. But for starters, who’s writing the article – a freelance toy expert, or some staffer who doesn’t even have kids. Also ask yourself how the organization generates revenue – specifically, if any of that revenue comes from toy manufacturers.
We don’t know any organizations that don’t accept free toy samples from the manufacturers. But many also receive additional support from toy manufacturers, either through advertising or submission fees (just to get their toy considered), and in some cases by charging a licensing fee to use the award logos. In the extreme, are the “toy experts”, who do co-op media tours and charge manufacturers big money (as much as $10K to $15K!) to purchase a “spot” on their list.
If the organization is quiet on the matter, chances are their funding includes revenue from manufacturers. Of course, it is still possible to remain editorially independent even while accepting submission fees. The intent of these fees is to have manufacturers subsidize the administrative costs of running the program. Expectations from manufacturers vary as to what they hope to gain from the often hundreds of dollars they pay to have each of their toys evaluated by an awards organization. For an organization as established and reputable as Dr. Toy, manufacturers may be satisfied with just the possibility of such a prestigious award. But for smaller groups that you’ve probably never heard of, the expectations might be a little higher. So you’ll want to consider how transparent their selection process is and whether or not you feel there is enough editorial independence there.
Toy Award Programs
In Canada
Canadian Toy Testing Council: 2012 Toy Report (for toys tested in 2011)
Online ratings and awards for toys are available on November 8 at toy-testing.org
Testing toys since 1952, the CTTC is the oldest non-profit toy awards organization anywhere. The organization accepts toy samples, but no additional revenues from manufacturers. Costs are subsidized by a government grant, as well as, sales of testing samples and annual membership fees paid by the testing families. Toys are distributed to member families in the Ottawa area to test in their own homes for a period of 6-8 weeks. Testing results are reviewed by the CTTC 's evaluation council and assigned ratings – the top rating is 3 starts, as well as, the annual Best Bets and Children’s Choice awards.
The Noise on Toys
Online reviews available throughout the year at thenoiseontoys.com. The 2011 toy merit awards were announced on November 2, additional awards announced on November 9.
Established in 2009 and based on extended at-home play testing by volunteer families in the Ottawa and Toronto areas. Each family signs a declaration stating that they have no connections to any toy manufacturers or retailers. And since they post their feedback directly to the site, you can read it all to know if the toy reviews are ignoring what they have to say.
Review samples are accepted from manufacturers, but the website receives no revenue of any kind from manufacturers. While some revenue is generated from toy sales, the bulk of testing samples are donated to charity at the conclusion of testing. The balance of expenses is generously subsidized by the MacQuarie law firm in Ottawa, Canada.
Toys are assigned ratings (on a scale of 1 to 10) for things like play value and cost, and in some cases, given an overall Seal of Approval or an Award of Excellence. As well, about 1 in 10 of almost 500 toys tested also receive an award status: 8% getting GOLD and less than 3% earning a PLATINUM distinction.
PTPA Media
‘Parent Tested, Parent Approved’, this Toronto based organization advertises that their services are “one step away from the Seal of Approval you need”. Toys samples are distributed to testing families, who then submit evaluations, although we’re not sure how the data is then correlated into a seal or not. The organization charges a submission fee as well as a licensing fee to use the awarded seal.
Review samples are accepted from manufacturers, but the website receives no revenue of any kind from manufacturers. While some revenue is generated from toy sales, the bulk of testing samples are donated to charity at the conclusion of testing. The balance of expenses is generously subsidized by the MacQuarie law firm in Ottawa, Canada.
Toys are assigned ratings (on a scale of 1 to 10) for things like play value and cost, and in some cases, given an overall Seal of Approval or an Award of Excellence. As well, about 1 in 10 of almost 500 toys tested also receive an award status: 8% getting GOLD and less than 3% earning a PLATINUM distinction.
In the United States
Oppenheim Toy Portfolio
Online: http://www.toyportfolio.com/Awards2.php
Founded in 1989 by child development experts Joanne Oppenheim and her daughter Stephanie Oppenheim. Toys are evaluated by educators, and a network of family testers from all over the U.S. Unlike most U.S. awards programs, there is no administration fee charged. Nor, is there any advertising on the website. No mention is made, however, as to whether a licensing fee is subsequently charged to use the award logos.
Dr. Toy
Online: www.drtoy.com
For twenty years, Stevanne Auerbach, Ph.D. has been selecting toys based on educational skills, developmental benefits and high play value. The website makes no mention regarding financial independence, but it is known to charge manufacturers administration fees to process their toy evaluations. Unknown , however, whether it also charges a licensing fee to use the award logos.
Parents' Choice: Award Winners - Toys
Online: www.parents-choice.org
Evaluating toys on behalf of parents, caregivers and educators since 1978. Toys are selected by a panel of educators, experts (scientists, performing artists and librarians), as well as parents and kids. The organization does charge a submission fee, but only 20% of items submitted receive a commendation in one of six award levels.
NAPPA (National Parenting Publications Awards)
Online: nappaawards.parenthood.com/
For 20 years, NAPPA's team of independent judges have used input from parents, children and professionals working with children, to name the most entertaining, appealing, safe, educational, age-appropriate and enduring products. A licensing fee is charged to manufacturers to submit their toys.
Magazine & Newspaper Articles
Most parenting magazines now feature substantial advertising from toy manufacturers and less and less mention of how they arrive at their selections. Newspapers are typically put together quickly by staffers with little thought of any formal selection process.
Canadian Magazines
Today's Parent
November 2011 issue
The Toy article this year has neither authorship nor reviews – just the name of the toy, the price and a picture. There is also little indication of how many toys were considered, or how the toys were selected, other than a vague reference that “our kid and parent testers played” and a mention on the magazine cover that the toys were “Voted by Kids”. Given that the magazine has certainly touted the details of its program in the past, we’re left to wonder why so little information now?
Canadian Family magazine: Toy Guide 2011
November 2011 issue
The magazine hosts an annual play day at Ontario Place in Toronto. Included are photos of 100+ toys – no reviews or ratings are provided.
American Magazines
Family Fun magazine: Toy of the Year Awards 2011
November 2011 issue
Previously, the magazine had one of the most kid-oriented of all testing programs, and the magazine made detailed mention of the extensive process of selecting the toys. This year, there’s reference to the “30 family-tested toys”, which is certainly a departure from their traditional kid-testing camp approach, but no mention is made of the new selection process.
Parents magazine: 2011 Top Toys of the Year
November 2011 issue
No even a suggestion of kid-testing this year, or any other selection process, just that “we’ve done the homework to find 51 must-have playthings.”
Creative Child magazine
November 2011 issue
An unspecified number of toys are reviewed by over 100 moms, educators and early education professionals at a two day event. Products are divided into categories and displayed at various stations. Guest reviewers are asked to sit and review each product at a station, then move on to the next station. Review forms include written comments and a score value based on criteria that correspond to the product category.
Toy Manufacturers Associations
These are the umbrella organizations that represent manufacturers. The toy picks are submitted by the manufacturers, and tend to be the key drivers: toys that have had extra resources pumped into both their development, and their marketing/promotional campaigns. What you get from these the toy picks is an indication of which toys are likely to be the big sellers this season.
In Canada
Canadian Toy Association (CTA)
http://www.cdntoyassn.com/
In the United States
Toy Industry Association (TIA)
http://www.toyassociation.org/AM/Template.cfm?Section=Home
Co-Op Media Tours
Do not mistake these as the editorially-based expert recommendations they may appear to be. In reality, they are more akin to advertisements: toy manufacturers pay big money (between $10K to $15K) to purchase a toy "spot" on one of these media tours. You can read more about this venue in an article by James Rainey (That Pitch was Paid For) published September 15 in the LA Times. (link) Both reviewers are well-known experts in the toy industry, so I guess the lesson is to always wonder about who it is you take advice from.
Chris Byrne – "The Toy Guy" Time to Play
http://www.timetoplaymag.com/
Elizabeth Werner
A lawyer by profession and according to some, a "self-proclaimed toy expert", who blogged for iVillage and Time To Play Magazine.
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