Get to know the jury
Axel Dammler
iconkids & youth, Managing Partner
What do children and teens really think, feel, and want? For over 30 years, Axel Dammler has been getting to the bottom of this very question. His journey into the world of young target audiences began in 1992—today, as managing partner, he leads iconkids & youth, Germany’s largest specialized institute for children’s and youth research.
Numerous studies on national and international media and consumer goods markets bear his signature. Hardly anyone understands as precisely as he does how children perceive products and what truly excites them.
As a member of the ToyAward jury, he thus brings the perspective that ultimately matters most: that of the young target audience itself—and thereby provides the crucial insight into which toys truly resonate with children.
Cathérine De Bleeker
Former President of Women in Toys France; independent consultant (sustainability & toys)
Finding the perfect balance between aesthetics and functionality—that’s what has always driven Cathérine De Bleeker. From 2016 to 2023, she served as CEO of Oxybul, the market leader in educational toys in France, gaining deep insights into product development and retail.
Today, as an independent expert, she advises companies on sustainability and toys. As the President of the French chapter of Women in Toys, she also understands the industry from an association and networking perspective—as a passionate brand and design ambassador with a trained eye for detail.
On the ToyAward jury, she brings precisely this perspective: an eye for good, functional design—and for credible, actionable sustainability strategies.
Patrick Friedrich
TÜV Rheinland Group, Vice President of Softlines (Toys) & Hardlines Europe
When buying toys, safety is not a minor detail but a fundamental requirement. This is precisely what Patrick Friedrich ensures: As Vice President of Softlines (Toys) & Hardlines Europe at the TÜV Rheinland Group, he is responsible for toy testing throughout Europe—and thus for one of the most important building blocks of trustworthy toys.
His motivation: to make it as easy as possible for parents to choose safe toys with high play value. After all, verified safety and genuine play fun are not mutually exclusive—on the contrary, for Friedrich, they are inseparable.
On the ToyAward jury, he brings an independent, technical perspective: He not only assesses whether a product is appealing, but also whether it delivers on its promises—thereby establishing the foundation of trust upon which every ToyAward is based.
Jörg Meister
little big things GmbH, Managing Director
Jörg Meister has been working with products, brands, and young target audiences for over 20 years. He began his career as an industrial designer in product development for baby products and toys. In 2010, he co-founded the agency little big things GmbH with Eva Stemmer.
Today, he works at the intersection of design, branding, licensing, and collaborations—always asking what makes products relevant and desirable.
As a member of the ToyAward jury, he combines a designer’s perspective with market insight and a keen sense of target audiences and cultural relevance. After all, good toys have to do a lot of things. But in the end, one question matters most: Is it fun?
Jennifer Rydén
Lek & Baby Swedish Toy and Baby Association, CEO
Since 2010, Jennifer Rydén has been actively shaping the Swedish toy industry—today as CEO of the Swedish Toy and Baby Association, which represents the toy, board game, and children’s product industries in Sweden, as well as member companies from Norway, Denmark, and Finland. Jennifer is also Editor-in-Chief and Responsible Publisher at Lek & Baby – the Swedish trade magazine for toys, board games and baby products.
Nearly nine years at Simba-Dickie previously sharpened her understanding of market dynamics and the importance of child-friendly products – knowledge she now uses to bring retailers and suppliers together and promote safe, innovative toys.
As a member of the ToyAward jury, she thus represents the Scandinavian perspective: the viewpoint of an association that keeps an eye on both retailers and manufacturers alike.
Sonia Sánchez Torres
Oakdene Hollins, Director & STAC (Sustainable Toys Action Consulting), Co-Founder & Sustainability Consultant
What materials are toys made from, and are they the most appropriate choices? Questions like these drive Sonia Sánchez Torres.
Through her work at Oakdene Hollins and STAC (Sustainable Toys Action Consulting), she helps companies in the toy industry develop sustainability strategies that truly make a difference—from eco-design and sustainable packaging to the circular economy.
She has long been a leading voice for sustainable change in the industry: She curated the Sustainable Collection at the Spielwarenmesse, has been a member of the Women in Toys Sustainability Learning Community Committee, and is a co-organizer of the bio!TOY Conference. As a certified B Corp Leader, she also knows exactly what standards must underpin a credible sustainability promise.
As a member of the ToyAward jury, she ensures that sustainability isn’t just lip service: with a trained eye, she assesses whether a product actually delivers on its promises regarding environmental sustainability.
Andreas Schäfer
duo idee+spiel, Managing Director, Germany
From retail salesman to head of one of the largest retail cooperatives in the European toy market: Andreas Schäfer knows the specialty retail sector like few others. He entered the industry in 1990, holding positions at Matchbox, TYCO, and Mattel, and has served as managing director of idee+spiel since 2011.
With the merger of duo schreib & spiel and idee+spiel to form duo idee+spiel in January 2026, he helped shape a new force in the specialty retail sector: over 640 shareholders and approximately 1,000 affiliated stores across four countries—Germany, Austria, Belgium, and Italy.
On the ToyAward jury, he brings exactly what truly drives the retail sector: an eye for what’s feasible and a keen instinct for which toys will really resonate on the shelves—and ultimately in customers’ homes.
Dean Smith
jaZams, Owner, USA
From the fields straight to the toy shelves: Before Dean Smith joined the jaZams team, he worked as an organic farmer. Today, he is a co-owner of the toy and book store, which has been in business for 30 years and in 2024 was rated the Best Specialty Toy Store in the United States.
His career change gave him an unfiltered view of what customers are really looking for in the store – far removed from industry conventions.
As a member of the ToyAward jury, he brings the practical experience of the independent specialty retail sector to the table: the day-to-day insight into which toys on the shelf stand out and which do not.
Sue Warfield
American Speciality Toy Retailing Association (ASTRA), former President, USA
With over 30 years of retail experience, a store she ran herself, and seven years on the board – Sue Warfield’s career in the toy industry has been shaped by a hands-on approach. She has been a member of the American Specialty Toy Retailing Association (ASTRA) since 2001, and in 2014 she joined the association full-time as director of member relations.
Until 2026 she served as ASTRA’s president – with a keen eye for what truly matters to independent specialty retailers in the U.S.
On the ToyAward jury, she brings this association and retail perspective – hands-on, down-to-earth, and customer-centric.
Stefan “Willi” Will
Ultra Comix GmbH, Managing Director and Co-owner, Germany
For Stefan “Willi” Will, comics, merchandise, and pop culture aren’t just a niche—they’re his life’s work: As managing director and co-owner of Ultra Comix GmbH in Nuremberg, he runs one of the best-known specialty stores for comics, games, collectible figures, and pop culture products—and thus has firsthand knowledge of the fan and collector’s merchandise business.
His day-to-day work in the store gives him a direct connection to customers: He experiences firsthand which products make collectors’ hearts race, what truly excites fans, and which new releases stand the test of time.
As a member of the ToyAward jury, he brings the perspective of the specialized retail sector—an eye for which products not only stand out on the shelf but also become loyal companions for collectors and fans.
Keri Wilmot
ToyQueen.com, expert and therapist in motor skill development, USA
For 26 years, Keri Wilmot has been working as a pediatric occupational therapist in Dallas, Texas, helping children of all ages develop their motor skills through play. Since 2009, she has also been sharing her knowledge online and on social media, offering toy recommendations and tips for promoting play and development.
Keri is the author of two books: *Wired Differently: A Teacher’s Guide to Sensory Processing Challenges* provides educators with practical strategies for working with children with autism and sensory needs. *Fine Motor Foundations: Tools and Techniques for Tiny Hands* demonstrates how toys, aids, and activities can promote fine motor skills and hand-eye coordination.
As a sought-after expert on television shows, as well as a consultant and speaker, she also collaborates with companies worldwide.
On the ToyAward jury, she represents the therapeutic perspective: the question of how toys truly support children’s development.
Jean Youn
Toy Institute Korea, CEO & Head of Toy Business, Südkorea
For more than fifteen years, Jean Youn has been developing toys for children and adults—with a particular focus on South Korea, Japan, and China. His expertise is evident in his role as the East Asian representative on an international toy jury, as well as in his work within the Korean toy industry and various government sectors.
As CEO of the Toy Institute, he is committed to raising families’ awareness of safe toys and keeping them informed about current industry developments.
On the ToyAward jury, he provides insight into the Asian market—a perspective that highlights how diverse yet interconnected toy trends are around the globe.