Entertainment Earth Honors Indie Toy Stores with Inaugural Awards

NEW YORK, NY – February 13, 2026 – As the global toy industry converges on New York for the 2026 Toy Fair, leading online retailer and distributor Entertainment Earth is marking its 30th anniversary by turning the spotlight on the unsung heroes of the collectibles world: independent retailers. The company today announced the recipients of its inaugural Partner Excellence Awards, a new program designed to celebrate the brick-and-mortar shops and digital storefronts that are crucial to the health and dynamism of the fandom ecosystem.

The Enduring Power of the Independent Retailer

In an era often defined by the dominance of e-commerce giants, the announcement underscores the critical and evolving role of independent stores. The toy market, which reached a global value of $111.8 billion in 2024, remains a fiercely competitive landscape. While online channels account for a significant portion of sales, local brick-and-mortar stores have demonstrated remarkable resilience by transforming their business models. Many are no longer just places to buy products; they are vibrant community hubs and purveyors of unique experiences.

To thrive, these retailers have pivoted toward what is known as "experiential retail." They create destinations that online shopping cannot replicate, offering interactive displays, in-store gaming events, and a level of personalized customer service and expertise that builds lasting loyalty. By curating niche and specialized inventories—from vintage action figures to high-end statues and hobby supplies—they cater to passionate collectors and the growing "kidult" market, consumers over 12 who purchase toys for themselves. This strategy allows them to carve out a distinct identity and serve as essential points of discovery for fans, a role that Entertainment Earth's new awards seek to formally recognize.

Spotlighting Excellence Across the Nation

The inaugural Partner Excellence Awards honor eight businesses for their demonstrated leadership, growth, innovation, and community engagement. The winners represent a cross-section of the modern independent retail landscape, from bustling city storefronts to specialized online sellers.

Taking the prize for Best Store, West is Brad's Toys of Las Vegas, Nevada. A veritable paradise for collectors, Brad's is known for its massive, well-organized inventory of modern and vintage toys, an in-store arcade, and pricing that often competes favorably with major online outlets. It has become a must-visit destination for enthusiasts in the region.

In the Midwest, Summit Comics & Games in Fort Wayne, Indiana, earned the Best Store, Midwest award. Described by patrons as a vibrant hub for the local pop culture scene, Summit excels at fostering community through game nights and a welcoming atmosphere, pairing an extensive selection of comics and games with a knowledgeable and passionate staff.

The Forgotten Toy Box in Jacksonville, Florida, was named Best Store, South. The store lives up to its name by serving as a treasure trove of nostalgia, specializing in vintage action figures and retro games that connect with collectors on a personal level. Its carefully curated displays and diverse inventory make it a cherished local gem.

Up north, the Best Store, Northeast award went to Comics 2 Games in Florence, Kentucky. This family-owned business masterfully blends a comic shop with a large pinball arcade, creating a unique, family-friendly destination for both collectors and players in the Northern Kentucky and Cincinnati area.

Other key winners include CDL Video Games of Chillicothe, Ohio, for Best New Store, and Frogman Finds of Azusa, California, for Best Online Store. The award for Best New Online Store was given to WE-R-Toys of Birmingham, Alabama, while the Community Impact Award was presented to Montana Murray Kennels of Belgrade, Montana, recognizing its unique contribution.

A Strategic Milestone for an Industry Pioneer

For Entertainment Earth, the launch of the Partner Excellence Awards is more than a celebratory gesture; it is a strategic affirmation of its foundational business model. Founded in 1996, the Simi Valley-based company was a pioneer in selling collectibles online, establishing a digital presence before many of today's retail giants. Over three decades, it has built a dual-pronged business, operating a massive direct-to-consumer website alongside EE Distribution, its wholesale arm that supplies thousands of smaller retailers worldwide.

These awards serve to strengthen that vital distribution network. By honoring its partners, Entertainment Earth fosters loyalty and reinforces its position as a supportive industry leader committed to the collective success of the market, rather than just a supplier. This initiative, unveiled during its milestone 30th anniversary, highlights the symbiotic relationship between large distributors and the independent retailers who provide grassroots access and community engagement for countless fans.

Launching at the Epicenter of the Toy World

The timing and location of the announcement are no coincidence. The New York Toy Fair, produced by The Toy Association, is the largest and most influential industry event in the Western Hemisphere, drawing thousands of manufacturers, retailers, and media professionals. By launching the awards in conjunction with the fair, Entertainment Earth ensures its message of partnership resonates at the industry's highest level. The fair itself is a beacon of future trends, where deals are struck and the next blockbuster toys are revealed, making it the perfect stage to celebrate the retailers who will bring those products to fans.

"Independent retailers continue to play a critical role in how fans discover and engage with collectibles, and fandoms," said Michael Nelson, Director of Sales at Entertainment Earth, in the official announcement. "As we mark our 30th year, these awards recognize partners who are adapting, growing, and serving their communities in meaningful ways."

Entertainment Earth has confirmed that the Partner Excellence Awards are not a one-time event but are intended to become an annual program. This long-term commitment signals a continued investment in the independent retail channel, recognizing it as an indispensable part of the toy and collectibles industry's future.