These Are the Big Winners at the Recent Rakuten Toy Awards

The Japanese online shopping giant highlights the best toys from their roster.

Japanese online shopping giant
Rakuten Global Market sells hundreds of thousands of toys from which it selects winners for its annual Rakuten Toy Awards. Toys with product review scores of 4.0 and above are scrutinized and narrowed down. Then, through a consumer online voting poll and further screening by an executive committee consisting of toy experts, items are shortlisted for each category and then for the grand prize.

The grand prize is given to one of the winners of the four main categories, namely: the Total Immersion category, the Aren’t They Adorable Category, the Best Friends Category, and the Best for Gift Giving Category. A special award, the Talk of the Town Award, is chosen separately.

Fisher-Price Kick with Your Feet 4-way Piano Gym

Even cranky babies can’t get enough of this.

Total Immersion Category award is given to toys that catch the attention of babies and keep them busy for long periods of time. This year’s recipient is the Fisher-Price Kick with Your Feet 4-way Piano Gym, a play gym for babies starting at 0 age. It can be adjusted to the baby’s growing build and can also be played with whether the baby is facing upward, downward, sitting, or in any position. The piano part that actually plays nursery rhymes can be removed, which is convenient when going outdoors.

Animal Rocking

A cute animal-shaped rocking chair

When watching your kids play with these toys, you can’t help but find them endearing. Animal rocking chair is this year’s
Aren’t They Adorable award recipient. It is an animal-shaped rocking chair that plays music when the ears are held. What makes it a big hit is the soft furry textile that holds the baby when sitting. The whole product weighs 30 kilograms and comes with safety belt, so it can be used by younger kids.


The trampoline can be a form of indoor exercise.

Best for Gift Giving Category: 
Two products are chosen for this category, which takes into consideration the kind of toys that make kids the happiest when received as a gift. The first choice is an indoor trampoline (for one person only). The legs of the trampoline are covered with a rubber cap that absorbs vibrations and noise, so parents can relax. It can support up to 110 kilograms.

Plus10 Nic

A toy that boosts imagination, Plus10 Nic, comes with a dice so it can also be used in friendly competitions.


Also, in the
Best for Gift Giving Category, the second is a 50-piece wooden ring and dice set: Plus10 Nic. Inspiring creativity, it can be played in all sorts of ways. You can put the rings through the sticks or the string, make patterns by arranging the rings, or use them individually as props while playing house.

Othello Board

Othello wins Talk of the Town award.

The 2018 Talk of the Town award goes to the Othello board, when
Fukuchi Keisuke became the youngest Othello world champion last October at 11 years old. According to Rakuten Global Market, the sales of Othello during October increased to 140% compare to that of last year’s.

Toy Blocks “Omocha Block”

Giant toy blocks, grand prize winner of Rakuten Toy Awards 2018

Best Friends Category award is given to the toy that allows parents and grandparents to interact with children. This year’s recipient, the giant toy blocks, is also the grand prize winner. It is lightweight and the size is made to be really big, so that pieces can fit even in adult hands. The pieces come in four different shapes and in five colors, and when put together, can turn into a large-scale masterpiece.

Provided by Tokyo Walker™, Japan Walker™, and Walkerplus™ (20 November 2018)

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