Disney, Pixar, Marvel and Star Wars products and licenses fill 15 of the 122 finalist spots, and Toy Story alone has five. One of them is Hasbro's $599.99 animatronic Grogu.
The Toy Foundation named 122 finalists for the 2027 Toy of the Year awards on Saturday, Nov. 7, and Disney's brands are all over the list.
By our count, 15 of the spots go to Disney, Pixar, Marvel and Star Wars products and licenses. Toy Story alone shows up five times, in five different categories. Add National Geographic, a brand majority owned by Disney, and it's 16.
The finalists were revealed at the Chicago Toy & Game Fair in Rosemont, Illinois. Fans can vote for the People's Choice award now at ToyAwards.org, through Jan. 6, 2027.
Bluey adds two more finalists. The show belongs to BBC Studios, but in the U.S. it airs on Disney Junior and streams on Disney+.
"Behind every great toy is the opportunity to spark joy," said Pamela Mastrota, executive director of The Toy Foundation, in the announcement.
Here's a look at Hasbro's Ultimate Grogu, one of the Kidult finalists:
Which Disney toys are 2027 Toy of the Year finalists?
Disney brands show up in eight of the 17 categories:
Action Figure: Disney and Pixar Toy Story 5 Ultimate Action Figures (Mattel), LEGO Spider-Man Hero Figure (LEGO) and Power-Charge Spider-Man (Hasbro)
Doll: Disney Jr. Sofia the First Swirl & Sing Doll (Just Play) and Disney Princess Magical Light & Style Rapunzel (JAKKS Pacific)
Kidult: Disney Princess Mahjong Collector's Set (The Noble Collection) and Star Wars: Ultimate Grogu (Hasbro)
License: Spider-Man and Toy Story, both credited to The Walt Disney Company
Outdoor: Disney Mickey Mouse x F1 Battery Ride-On Car (Huffy)
Plush: Disney Lilo & Stitch Cuddle Tonie (tonies) and Disney and Pixar Toy Story 5 Bullseye Weighted Plush (Mattel)
Preschool: Disney Darlings Magical Birthday Surprises Winnie the Pooh Doll (JAKKS Pacific) and Imaginext Toy Story Transforming Buzz Lightyear Ship (Mattel)
Vehicle: Disney and Pixar Toy Story 5 Flying RC Hi-Tech Edition Buzz Lightyear Action Figure (Mattel)
Buzz Lightyear gets two finalist spots by himself. To infinity and the shortlist.
Which Bluey toys are Toy of the Year finalists?
Bluey has two finalist spots:
License: Bluey (BBC Studios Americas)
Playset: Bluey's Light & Surprise Heeler House (Moose Toys)
Bluey has a strong record here. Last year it won License of the Year, and the Bluey Supermarket Playset won Playset of the Year.
What is Ultimate Grogu, and why does it cost $600?
It's a 14.6-inch animatronic Grogu from Hasbro, priced at $599.99. USA TODAY reported in April that motors, sensors and microphones give it more than 250 combined movements and sounds.
Preorders opened April 30. The limited First Edition sold out on Hasbro Pulse by May 1 and is due to ship at the end of 2026. The Standard Edition is expected in early 2027.
So yes, the Kidult category is doing a lot of work.
How do you vote for the Toy of the Year People's Choice award?
Go to ToyAwards.org, browse the finalists and vote. The rules allow one vote per category, and voting closes at midnight on Wednesday, Jan. 6, 2027.
Fans of all ages can vote for People's Choice. Specialty Toy of the Year works differently: specialty retailers pick it through the trade group Astra.
When are the 2027 Toy of the Year winners announced?
In February 2027. The Toy Foundation will name the category winners, the overall Toy of the Year and the People's Choice honorees then.
The gala is Friday, Feb. 19, 2027, in New York City, and it's for toy industry professionals only. Toy Fair 2027 follows Feb. 20 to 23. Proceeds from the awards support The Toy Foundation's Play Fund and Toy Chest programs.
What won Toy of the Year in 2026?
Primal Hatch from Spin Master took the top prize in February. It's back this year, too, with the Primal Hatch Megalodon Shark in Action Figure.
Disney won two categories last time. Just Play's Ultimate Stitch interactive plush took Plush Toy of the Year, and Mattel's American Girl Disney Moana Collection won Doll of the Year.
The People's Choice winner was a Pokemon Trading Card Game Mega Evolution Elite Trainer Box. Pokemon has five finalist spots this year, tying Toy Story.
Article compiled and written by Kambrea Pratt (editor-in-chief), Derek Gibbs (beat editor) and the Pirates & Princesses newsroom. Pirates & Princesses is part of WebReef Media.
Pirates and Princesses is your destination for Disney news, theme park updates, and the pop culture you love. From Disney cruises and travel tips to Disney fashion, food, collectibles, and movie news, PNP covers it all. Visit us at piratesandprincesses.net for daily coverage. Follow PNP on Facebook and Instagram, and listen to the Pirates & Princesses podcast on Apple Podcasts and YouTube.
Hat Tips:
The Toy Foundation via PR Newswire (Nov. 7, 2026), the full finalist list, voting deadline, February timing, gala date and Mastrota quote
ToyAwards.org (Nov. 7, 2026), the one-vote-per-category rule and voting close time
USA TODAY (April 30, 2026), Ultimate Grogu price, size, features and ship dates
The Toy Association (Feb. 13, 2026), the 2026 Toy of the Year winners
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