This list separates games from toys which is nice...and I find it's a little more family friendly (duh!) than the Oppenheim list below.
Oppenheim Toy Portfolio
This award is kind of a big deal. They also chose awards in book, audio and dvd. They organize by age group and have lists of "the best toy" for each. They chose less mainstream toys in my opinion. I have quite a few items chosen over the past few years in the Toy Library.
About.com Toy of the Year Award
This one is a little more commercial, but still a detailed list.