Coolest Thing Made in Wisconsin Contest Marks 10th Anniversary

Wisconsin is once again on the hunt for its “Coolest Thing.” The annual statewide competition, hosted by Wisconsin Manufacturers & Commerce (WMC) in partnership with Johnson Financial Group, has officially opened nominations for its milestone tenth year. Since 2016, the contest has captured the imagination of residents across the state, drawing more than 1.5 million votes and celebrating everything from motorcycles and military vehicles to cheese, kringle, firetrucks, and robotic carts.

This isn’t just a feel-good competition—it’s also a spotlight on one of Wisconsin’s most vital industries. Manufacturing employs one in six people statewide and contributes more than $71 billion to the economy. Last year alone, the industry generated nearly $74 billion in GDP and provided an estimated $42.8 billion in earnings for workers.

The contest works like this: once nominations close on September 12, products go head-to-head in a popular vote. The top sixteen submissions advance to a bracket-style tournament known as Manufacturing Madness, where Wisconsinites get to decide which products move forward round by round. Voting is open to everyone, and supporters can cast one ballot per day, per email address.

The competition’s roots are firmly planted in Wisconsin, but its impact has spread well beyond state lines. After WMC launched the first “Coolest” contest a decade ago, 25 other states have created similar programs to highlight their own manufacturing strengths. It’s proof that this idea—putting manufacturers and their products center stage—has struck a chord across the country.

For WMC President & CEO Kurt R. Bauer, the contest is about more than bragging rights. “The Coolest Thing Made in Wisconsin isn’t just about the products; it’s about the people who make those products and their contributions to our communities,” Bauer said. That sentiment is echoed by Jim Popp, President & CEO of Johnson Financial Group, who called the tenth anniversary “a special moment to recognize the ingenuity and hard work of our local manufacturers.”

Over the years, winners have reflected Wisconsin’s diversity in manufacturing. In 2021, Broadwind Heavy Fabrications of Manitowoc took home the prize for its 140-ton Navy crane. Last year, it was Krier Beverage’s beloved Jolly Good soda out of Random Lake. Each year’s outcome tells a story about the state’s identity, mixing tradition with cutting-edge innovation.

Senate Majority Leader Devin LeMahieu is among the state leaders encouraging Wisconsinites to nominate products this year. With every nomination, the contest shines a light on how deeply manufacturing touches daily life—whether it’s in the vehicles we drive, the food we eat, or the machines that keep the world running.

The ultimate winner of the 2025 contest will be revealed on October 23 during WMC’s Business Day in Madison. Until then, Wisconsinites have the chance to celebrate the products that make the state unique, while also drawing attention to the wide range of career opportunities the industry provides.

Nominations are open now through September 12 at www.madeinwis.com. From there, the public’s votes will decide which products rise to the top in the march toward Manufacturing Madness. Whether it’s a homegrown classic or the latest breakthrough technology, Wisconsin is ready to crown its next coolest creation.