2025 Winners - Santoro
Santoro, the design house celebrated for its creativity and innovation, has taken home a Gift of the Year Award for their enchanting Pirouette Cards. These intricate 3D pop-up designs wowed the judges with their originality, standing out as a true example of design excellence within the home and gift industry. We spoke to Tara Strickland from Santoro to hear more about their award-winning journey, the inspiration behind their products, and what this recognition means for the brand.
Winning Product: Pirouette Countdown
How did it feel when you found out you were a Gift of the Year winner?
The entire team was absolutely, beyond thrilled! It was such an exciting moment. There’s something really special about that kind of recognition, especially for an award that’s as prestigious as this one. The whole team was buzzing!
What does winning this award mean to you and your business?
It means the world to us. The Gift of the Year Awards celebrate innovation, creativity, and quality - and to be recognised as a winner reaffirms all the hard work and heart we pour into our products. It also helps elevate our brand in the eyes of retailers and customers alike, especially for a company that’s just hit the 40-year mark. It’s incredibly valuable.
Tell us the story behind your winning product—what inspired it?
The Pirouette Countdown was inspired by the idea of turning traditional advent calendars into something truly magical, while building on our paper-engineering offering. We wanted to create something that was both interactive and decorative, a piece you would want to display proudly in your home. The layered 3D design, the movement, the charm… it all came together to make counting down to Christmas feel even more enchanting.
What makes your product stand out in the market?
It’s the unique paper engineering and innovation. The design arrives flat and is built into a beautifully detailed 3D scene that serves as both an interactive experience and an attractive decor piece. The countdown numbers are subtly hidden within the design, adding an interactive element that makes it fun and engaging for all ages as the scene comes to life. Plus, it’s plastic-free!
What kind of feedback have you received from customers about this product?
The response has been amazing! People love how it combines nostalgia with innovation. In its holiday debut, it was practically flying off the shelves. We've also had requests from both customers and retailers to create more of these for other celebrations and occasions beyond Christmas.
Can you share a fun or surprising moment from the product development journey?
The team has fun looking for ways to include storytelling elements into the scenes. My favourite one of these is the inclusion of a little family of festive mice living under the floorboards in the ‘Deck the Halls’ scene. There’s even a teeny cut-out mouse hole in one of the walls if you look closely!
Who was involved in bringing this product to life, and how did you celebrate with your team?
It was a real team effort - our in-house paper engineers, illustrators, production specialists, and product developers all had a hand in making it happen. The morning after the awards the team celebrated with breakfast mimosas and a lot of cheering!
How do you plan to leverage your Gift of the Year win in your marketing or future plans?
We’re definitely shouting about it across all our marketing channels - email campaigns, trade show materials, and social media. It’s a huge selling point and gives retailers extra confidence when stocking the product. We’re also using the momentum to spotlight the full range and build excitement around our upcoming Pop & Build collection.
What’s next for your brand—any exciting projects or launches on the horizon?
Yes! Off the back of the Pirouette Countdown’s success, we’re expanding the concept into a “Pop & Build” range, featuring new occasions to celebrate like birthdays and even Halloween! Expect to see them on shelves very soon…
We're looking forward to seeing the new range from Santoro and if you're interested too, visit there website.
