May 19, 2026 | The toy industry has long been driven by a simple but powerful idea: Every child deserves the chance to experience the joy of play. Few leaders embodied that belief more fully than Alan G. Hassenfeld, former CEO and chairman of Hasbro, Inc., whose lifelong commitment to children, philanthropy, and social responsibility helped shape both the toy industry and countless lives around the world.

To honor his extraordinary legacy, The Toy Association™ has established the Alan G. Hassenfeld Humanitarian Award, a new annual recognition celebrating individuals or companies that lead with compassion, generosity, and a deep commitment to improving the lives of children.

The award recognizes a leader or organization within the toy and play industry, or broader child-focused community, that truly embodies Alan Hassenfeld’s spirit through bold leadership grounded in humanitarianism, philanthropy, and an unwavering commitment to putting a smile on every child’s face.

Award recipients will be honored annually at the Toy of the Year® (TOTY®) Awards ceremony, where the industry gathers each year to celebrate innovation, creativity, and the power of play.

“Alan Hassenfeld showed the world that leadership is not just about building successful companies; it’s about leading with heart, caring for people, and creating brighter futures for children everywhere,” said Greg Ahearn, president & CEO of The Toy Association. “His kindness, generosity, and deep belief in the power of play left a lasting mark on our industry and on countless lives. Through this award, we are proud to honor those who continue his legacy by using success to lift others up and making a positive impact on families around the world.”

Members of the Toy Association and the general public may submit nominations for the 2027 Alan G. Hassenfeld Humanitarian Award starting tomorrow, May 20, at this link.

More information on nominations and the selection process is available here.

The 2027 award recipient will be announced in October and honored at the 2027 Toy of the Year Awards ceremony, taking place Friday, February 19, 2027 at Pier Sixty in New York City.

For questions about the Alan G. Hassenfeld Humanitarian Award, contact Janis Zegman, senior manager of marketing initiatives at The Toy Association.