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Best of the Year
Best Toys, Games & Sports of 2023
The toys, games and sports that won a GDUSA award in 2023, each with the firm and the designers credited.
27 award-winning projects
Toy packaging sells to a child at eye level and a parent at arm's length, in the loudest aisle in the store. The designer has to make the play obvious and the box survive a toddler, and the brand has to hold across hundreds of SKUs a season. The winners here show you the fun before the box is open. Mattel's in-house team has won 159 times here, by far the most of any company in the category, with packaging that keeps Barbie and Hot Wheels unmistakable at the shelf, and Romeo and Company's Spikeball retail packaging keeps a roundnet brand consistent from training sets to limited editions. The best toy and game packaging designers are on this page. Open any package to see it and learn what makes it work.
Standouts of 2023
- VMAX Dragons Premium Collection Packaging Boxby DreamWorks Graphic Communications for The Pokémon Company International · 2023
- Softee Dough Fast Food Funby One Flight Up Design for Cra-Z-Art · 2023
- Barbie® @BarbieStyle Studioby Mattel, Inc. · 2023
- Barbie® EXTRA Deluxe Doll Refreshby Mattel, Inc. · 2023
- Lunar New Year™ Barbie®by Mattel, Inc. · 2023
- Laverne Cox Barbie® Tribute Collection™ Dollby Mattel, Inc. · 2023
2023
VMAX Dragons Premium Collection Packaging Box
Toys, Games & Sports
Firm
DreamWorks Graphic Communications
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2023
Softee Dough Fast Food Fun
Toys, Games & Sports
Firm
One Flight Up Design
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2023
Barbie® @BarbieStyle Studio
Toys, Games & Sports
Firm
Mattel, Inc.
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2023
Barbie® EXTRA Deluxe Doll Refresh
Toys, Games & Sports
Firm
Mattel, Inc.
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2023
Lunar New Year™ Barbie®
Toys, Games & Sports
Firm
Mattel, Inc.
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2023
Laverne Cox Barbie® Tribute Collection™ Doll
Toys, Games & Sports
Firm
Mattel, Inc.
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2023
Barbie® 12 Days of Christmas Doll and Accessories
Toys, Games & Sports
Firm
Mattel, Inc.
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2023
Barbie® Bee Mark Ryden™ X Barbie® Doll
Toys, Games & Sports
Firm
Mattel, Inc.
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2023
Monster High Skullector Dracula
Toys, Games & Sports
Firm
Mattel, Inc.
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2023
Frozen Classic Storybook Set
Toys, Games & Sports
Firm
Mattel, Inc.
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2023
Barbie® Queen Elizabeth Staff Package
Toys, Games & Sports
Firm
Mattel, Inc.
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2023
Enchantanimals® Baby Best Friends™
Toys, Games & Sports
Firm
Mattel, Inc.
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2023
UNO® Star Wars™ Technical Schematics
Toys, Games & Sports
Firm
Mattel, Inc.
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2023
Harry Potter, Gryffindor Advent Calendar
Toys, Games & Sports
Firm
Mattel, Inc.
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2023
HW The Batman Batmobile - Collector Edition
Toys, Games & Sports
Firm
Mattel, Inc.
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2023
SDCC 2022 Hot Wheels® Knight Rider K.I.T.T.
Toys, Games & Sports
Firm
Mattel, Inc.
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2023
Disney and Pixar Lightyear Influencer Kit
Toys, Games & Sports
Firm
Mattel, Inc.
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2023
E.T. 40th Anniversary Feature Plush
Toys, Games & Sports
Firm
Mattel, Inc.
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2023
Minecraft Diamond Level Assortment and Comic-Con Steve Figure Package
Toys, Games & Sports
Firm
Mattel, Inc.
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2023
WWE SDCC No Holds Barred Ultimate Edition Hulk Hogan & Zeus Package
Toys, Games & Sports
Firm
Mattel, Inc.
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2023
WWE Ultimate Edition Attitude Era Ring Package
Toys, Games & Sports
Firm
Mattel, Inc.
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2023
Pokemon Arceus VSTAR Ultra-Premium Collection
Toys, Games & Sports
Firm
RRD Packaging Solutions
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2023
Little People Collector Packaging (Dia De Muertos, Go Bills, Avatar, & Christmas Vacation)
Toys, Games & Sports
Firm
Fisher-Price
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2023
Thomas & Friends Wooden Railway Packaging
Toys, Games & Sports
Firm
Fisher-Price
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2023
Miraculous World | Shanghai.
Toys, Games & Sports
Firm
McHale Design
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2023
Cutie Loos Branding and Packaging
Toys, Games & Sports
Firm
McHale Design
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2023
Art in Piece Defends the Work of Artists and The Environment
Toys, Games & Sports
Firm
Smurfit Kappa Brazil
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All Toys, Games & Sports
Common questions
- How many toys, games and sports projects won GDUSA awards in 2023?
- The gallery lists 27 winners from 2023 in this category, out of 261 across all years. Each one appears here with its firm and designer credits.
- Which firms won the most GDUSA awards for toys, games and sports in 2023?
- Mattel, Inc. leads with 19 of the 2023 winners. Fisher-Price (2) and McHale Design (2) are next. The ranking for the year lists every firm with its winning work. Best Toys, Games & Sports firms of 2023, by award wins.
- Who are the clients on the 2023 toys, games and sports projects?
- Clients named on this work include The Pokémon Company International, WWE, Art in Piece, Cra-Z-Art, Disney and Pixar. The credit comes from the firm that entered the work.
- How do I enter next year's awards?
- Entries go through the GDUSA entry platform. A single entry costs $120 as of October 2026, and packages bring the price per piece down to $400 for ten to twenty entries. Winners who publish get a project page here with full credits, and publication is the paid step. How the awards work.