The Toy Book®, the leading trade publication serving the North American toy industry since 1984, officially reveals the winners for its inaugural Pulse of Play Awards™, naming Illumination’s Despicable Me 4 Entertainment Property of the Year.

Timed with The Toy Book’s 40th-anniversary celebration, the Pulse of Play Awards celebrates the individuals, companies, and activations that shape the toy industry’s heartbeat and drive its pulse across toys, licensing, entertainment, and the overall business of play.

Following the breakout success of the Minions in Illumination’s Despicable Me, the brand’s influence across pop culture, music and lifestyle continues to defy and define culture.

Audiences of all ages resonate with the humor and heart of the Minions –from Millennials to Gen-Z who grew up with the brand, to a new wave of fans with Gen Alpha. This fandom engages everywhere-- with viral moments from the #gentleminions trend to the Paris Olympics-- and continues to demonstrate the powerful connection the brand has with its audience.

With the recent theatrical launch of Illumination’s Despicable Me 4, the franchise has amassed over $5.4 billion at the worldwide box office, becoming the first animated franchise to reach this benchmark.

In addition to box-office success, the franchise’s culture-driving partnerships with some of music’s biggest names include Lyrical Lemonade, Yeat and Lil Yachty, as well as global brand collaborations including a first-of-its-kind collaboration with global pop sensation BTS (uniting two of the most powerful fandoms) with retail popups in Los Angeles, Seoul, and Tokyo, in addition to best-in-class partnerships with marquee brands including Moose Toys, The LEGO Group, Crocs, Converse, Lush, and more.