Upstart Kids’ Choice Toy Awards 2021

+ Does my toy qualify for nomination?

Products may be nominated by anyone who is authorised by the product manufacturer, importer, or licensor to submit the nomination.

No single product may be nominated in more than one category. Duplicate nominations will be judged in one category only (selected by the judges).

Nominated products must be available at retail in New Zealand on or before September 23, 2021 and have been introduced to the marketplace within the last two years.
Note: This can include a new version of an older product line, if the “new” product or reiteration has been introduced within the last two years.

No company may nominate more than 3 products in a single category.

+ What are the toy categories?

There are 7 toy categories. Each toy can be nominated for only one category. See the 2020 award category finalists and winners...

1. Collectables of the Year
   Toys that compose a set and are designed to be collected in multiples; can include novelty playthings, miniature versions of existing lines, licensed collectibles, etc.
2. Creative Toy of the Year
   Toys that allow kids to build and/or make items that are unique to them.
3. Doll / Plush of the Year
   Toys that include fashion dolls or are made of fabric and stuffed with soft filling, including toys with interactive or electronic features.
4. Game of the Year
   Games for families and children’s (ages 4 - 14) games including board, card, electronic, augmented reality or other physical game formats.
   Note: video or app games do not qualify
5. Innovative/Tech Toy of the Year
   Toys that utilise innovative design, technology, or manufacturing processes to enhance play value.
6. Outdoor Toy of the Year
   Toys that are designed primarily for outdoor play.
7. Educational/STEAM Toy of the Year
   Toys that encourage children to develop, strengthen and integrate skills across science, technology, engineering, arts, and mathematics.

If you are unsure which category to nominate a toy for, please contact the Upstart team...

+ How do I nominate a toy?

To nominate a toy for a specific award category, complete the nomination form before 11:45pm(NZST) Wednesday, August 25, 2020.

Each product nomination must include:

• Min. one high resolution product shot,
• a brief (up to 25 words) product description,
  To appear in the Oct/Nov issue of Upstart Magazine, if your nominated toy is selected as a finalist.
• a statement (up to 200 words) explaining to the nomination committee why the product is deserving of recognition in the specific category it is nominated for.
• a link to a TVC or video product demonstration on YouTube.
• 3 samples of each nominated product (prototypes cannot be assessed by the judges)
  Note: samples will not be returned after judging. They will either be donated to children's charities, given to toy testers or given away as prizes.
• Entry fee payment.

+ How are the finalists and winners selected?

The nomination panel is comprised of a range of consumers (teachers and parents), retailers and the Upstart media team, who will choose up to four finalists for each category to go out for public judging.
Note: judges reserve the right to choose as few as two finalists in each category.

During finalist selection, consideration will be given to product:

• creativity and originality,
• design and quality,
• play value,
• marketplace acceptance,
• and target demographic suitability.

Note: entering the awards does not guarantee a finalist placement. Nor does previous or current advertising via Upstart's print or digital channels.

The finalists in each category will be profiled in the Oct/Nov issue of Upstart magazine (on sale September 23, 2021) and featured on upstartmag.co.nz.

Children, parents, and teachers from around NZ will be encouraged to vote for the best toy in each category and select one toy as the Kids' Choice Toy of the Year. Voting will be completed on the upstartmag.co.nz website.

A hands-on toy testing event will invite school students (aged 5 – 13) to try the provided toy samples. Each participant will provide feedback on each toy and vote for the best toy in each category. These hands-on testers will also be asked to vote for one overall Kids' Choice Toy of the Year winner.

The product category ballots are weighted as follows:

• consumers (10%),
• hands-on toy testers (45%)
• kiwi kids (35%),
• Upstart Media (10%).

The Kids' Choice Toy of the Year Award winner is determined 100% by the hands-on toy testers and Kiwi kids vote.

Note: any attempt by finalists to manipulate the voting process by offering compensation in exchange for votes will result in disqualification.

+ How are the finalists and winners recognised?

All finalists will:

• feature in Upstart magazine's Oct/Nov issue (see 2020 award finalist profiles here...)
• feature on the Upstart website (upstartmag.co.nz),
• feature in social media posts promoting the awards and voting,
• feature at the hands-on toy testing event,
• and receive the rights to use the category finalists logo for 2021 on their marketing collateral.

Rate card value: $2,950

All category winner toys will:

• feature in Upstart magazine's Dec 2021 / Jan 2022 issue (on sale December 9 2021)
• feature on the Upstart website (upstartmag.co.nz),
• feature in a sharable social media content, profiling play features and toy tester comments,
• and receive the rights to use the category winner logo for 2021 on their marketing collateral.

Rate card value: $6,700

The Kids' Choice Award winner will:

• feature in a full page profile in Upstart magazine's Dec 2021 / Jan 2022 issue,
• feature on the Upstart website home page (upstartmag.co.nz),
• feature in sharable social media content, profiling play features and toy tester comments,
• and receive the rights to use the "Upstart Kids Choice Awards 2021" winner logo on their marketing collateral.

Rate card value: $9,200

+ What is the timeline for the Upstart Kids' Choice Toy Awards?

The following outlines the key milestones in the Upstart Kids' Choice Awards

• Nominations close 11:45pm Wednesday, August 25, 2021.
  Toy samples must be received by 5pm Monday, August 31, 2021, for consideration during the finalist selection phase. If product is delayed, your nomination will be assessed using the information provided. However, your nomination will be disqualified if samples do not reach the Upstart office by 5pm Monday, October 4, 2021 - in time for the hands-on testing event.
  
• Category finalists for each category will be announced 5pm, Friday, September 3, 2021.
  
• Online voting (at upstartmag.co.nz) opens 6am September 23, 2021.
  
• Voting closes 11:45pm, November 4, 2021.
  
• Category and Kids' Choice Toy of the Year award winners announced November 8, 2021.
  
• Category winners and Kids' Choice Toy of the Year award winners will be profiled online at upstartmag.co.nz (and via Upstart social media channels) from November 8, 2021.
  
• Category winners and Kids' Choice Toy of the Year award winners profiled in the Upstart magazine Dec 2021 / Jan 2022 issue - on sale December 9, 2021.

+ What does it cost to enter the awards?

There is a one-off, entry fee of $390 + GST, per toy nominated. This small fee goes towards the administration costs of the awards and hands-on events.

While entry does not guarantee a finalist placement, up to four finalists in each of the 12 categories will benefit from $2,950 worth of print and digital promotion.

The winners of each toy category will receive a further $6,700 worth of print and digital promotion.

The Upstart Kids' Choice Toy of the Year Award winner will receive $9,200 worth of print and digital promotion.

See the "How are the winners recognised?" FAQ for more information.

Note: Entry fees are non-refundable.

+ Who is Upstart Media?

For over 16 years, Upstart has been a trusted name in New Zealand homes and schools.

Upstart magazine is the only NZ-produced and nationally distributed magazine for children aged 13 years and under, and reaches 150,000 kiwi kids.

Upstart's social media, EDM and website channels provide educational resources for children and their parents and teachers - allowing Upstart to connect with both the users of toys and those who make the buying decisions in each household.

Our goal is to provide all children in Aotearoa, New Zealand, the opportunity to freely share their thoughts and opinions; to have them published, read – and respected – thereby contributing to their sense of self-worth and identity.

We treat children with respect and integrity and provide inspiration and encouragement for them to participate fully in their communities – both locally and globally.

Giving them the ability to vote for the best toys of 2020 fits perfectly with our company ethos.

To request a Media Kit for Upstart Media, please contact us...