The All-Russian competition «Native Toy» successfully completed its first season, demonstrating significant achievements in supporting domestic manufacturers and popularizing high-quality, developing toys. During its holding, more than 167 thousand toys were created, which found their little owners throughout the country. Particular attention was drawn to the multimedia projects «Hello, this is a Cat!» and «Letter City,» the materials of which have collected over 1 million views.
In 2025-2026, the competition continued its active activity, releasing 7 new toys with a total circulation of 45.6 thousand copies thanks to cooperation with leading Russian manufacturers. Among the most successful projects, it is worth highlighting the designer «Cheburashka» bright red, which sold 133.5 thousand sets, the board game «I love my country. Russia» with a circulation of 20 thousand copies and «Set of a young chemist» — «Mendeleev Laboratory,» released in the amount of 10 thousand. Soft toys «Mishki-PROFI» (5.5 thousand copies), robotic kits «ROBI,» developing games «Arctic» and «Build your city» were also presented.
Products created as part of the competition are actively distributed and find their consumer. Toys are available on the largest marketplaces and on the Detsky Mir network, which makes them available to a wide audience. They also became part of significant events such as «Christmas Tree with Knowledge» and «Christmas Tree of Desires,» bringing joy and benefit to children. Some of the toys were handed over to small patients of the National Medical Research Center of Otorhinolaryngology and are distributed at airports, creating a positive atmosphere and developing children’s leisure time while traveling.
In parallel with the production of physical toys, the competition is also actively developing the multimedia direction. The cartoons «Hello, this is a Cat!» and «Literaturod,» created with the support of the competition, in total overcame 1 million views, confirming the high interest in high-quality children’s content. By the end of 2026, it is planned to release 7 more new games and toys with a total circulation of 10.6 thousand copies, which will expand the range and present new ideas that correspond to modern trends and children’s needs.
An important stage in the development of the competition was the start of the second season, which will last until August 14. Acceptance of applications for participation in the nominations «Ideas» is open until June 5, and for «Prototypes» and «Finished Products» — until August 14. In the second season, it is planned to support up to 45 projects, which will significantly expand the coverage and opportunities for Russian developers. The winners will receive comprehensive assistance in the production and promotion of their products, and the finalists will have the opportunity to get into the Bank of Ideas/Prototypes or receive recommendations for educational institutions. The «Native Toy» competition is intended to become not only a platform for creating new toys, but also for reviving images loved since childhood, strengthening the connection between generations and developing the domestic toy industry.