Christmas is officially less than three weeks away, which means that it's time to grab those gifts for everyone on your list. For parents, grandparents and more, that often means combing through the toy aisles to find the best ones to gift eager little ones. It can be a tough job, but to make it easier, every year, retailers and companies that are in the know publish hot toy lists to help you get a better idea of the toys that kids actually want.
From our own Gifts We Love to roundups from retailers like Amazon and influential outlets like Google and The Toy Insider, we're diving into some of the top picks from the lists below. And, in the spirit of spreading holiday cheer, Toy Insider's Chief Toy Officer Laurie Schacht recently popped by Jenna & Friends to reveal the latest and greatest toys on every kid's wishlist.
So, whether you’re shopping for tweens or curious toddlers, there's something to satisfy everyone on this list.
Toy Insider's Holiday Gift Guide seen on Jenna & Friends
“Arts and crafts should be a staple for play, and this is hands down the best airbrush set I’ve ever seen for kids,” says Schacht.
This kit is easy to use and comes with everything you need to create unique airbrushed designs, including reusable stencils. All you need to do is load the markers and push the spray button. The best part is the brand says it’s compatible with most Crayola markers, so you don’t have to worry about expensive refills.
Maggie the highland cow is one of the buzziest toys of the year and Schacht says “everyone will be begging” for one. Maggie feels like a real pet with plush fur and has sparkly eyes. With over 50 sounds and motions, including an adorable moo, kids can feed, walk and pet her — just like a real household pet.
Sports enthusiasts will feel like they’re right in the middle of the game with this ESPN Virtual Reality Gift Box. The virtual reality goggles put players right into some of the most legendary stadiums, rinks and fields, says Schact.
With the free app, there’s over 20 experiences to choose from, including basketball, soccer, golf, snowboarding and so much more. Plus the gift box includes a book that details rules of the game, sports history facts and more.
“Construction toys are always so great for kids,” says Schacht, allowing kids to use their imagination and creativity. This workbench from Little Tikes is realistic and will have kids feeling like a real builder. It comes with 15 tools and accessories, including a hammer, wood saw and foam wood. And great news for parents, Schacht says this is super easy to assemble, too.
Kids will have a blast riding around in these bumper cars, which come with a detachable 3-foot character, and features LED lights and a joystick for 360-degree control. Schacht says you don't need to worry; it has safety features for both the child and the home, including an adjustable seatbelt and soft rubber bumpers to prevent damage to the walls and furniture.
And below, we found more detachable character options on sale starting at $99.
- Minnie Mouse ImaginAir Bumper Car, $99 (23% off)
- Bluey ImaginAir Bumper Car, $99 (23% off)
- Unicorn ImaginAir Bumper Car, $139.99
- Raptor Dinosaur ImaginAir Bumper Car, $139.99, $125.99 (10% off)
- Horse ImaginAir Bumper Car, $139.99,$125.99 (10% off)
Gifts We Love 2025
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Gifts We Love on Amazon
Gifts We Love - Stocking stuffers
Award-Winning Stocking StuffersShop TODAY's Gifts We Love toy winners
Yes, the kids are still obsessed with slime. We love this kit that comes with washable, nontoxic glue for DIY slime fun that’s (relatively) mess-free.
Little ones won’t even realize they’re learning with this fun TV toy from VTech. They can flip through ten channels, including five bilingual programs, and sing along to a dozen songs, per the brand.
Your little fashionista will be thrilled to unwrap this DIY bag charm crafting kit. It combines classic beading fun with 2025's biggest accessory trend: hanging personality-packed bag charms (like Labubus) from totes, backpacks and beyond.
This screen-free activity toy will captivate little ones for hours. The clear board turns their doodles, scribbles and writing into glowing works of art. They can practice their letters (and won’t even realize they’re learning!), light up their drawings and simply wipe with the included microfiber cloth to erase and reuse over and over again.
This STEM toy comes in sets starting at 42 pieces and can be clicked, folded, snapped and rebuilt into whatever the creative kid in your life can dream up. From animals to abstract creations, the sky’s the limit.
Introducing the hot toy of 2025. This dinosaur toy emits over 100 different sounds and has a wild origin story that you get to witness — it really hatches! Just tap the egg to activate and watch as the egg cracks, splits open and the baby dinosaur emerges. One staffer gifted it to the kids in her life and they were completely captivated... and so were the adults!
Speaking of the sky, our next top toy pick is an epic modern take on the classic paper airplane. Simply attach the motor to your freshly folded paper aircraft and use your phone to control it as it sails through the air at speeds up to 20 miles per hour.
This year, the parent and kid-loved screen-free toy brand, Tonies, announced its latest development, the Toniebox 2. And now there are even more ways for kids to enjoy the experience, thanks to the added interactive games.
Google Holiday 100 toys
This kit includes a play sink, faux flowers arranged on a wooden holder, routine flashcards and more to encourage independent play as little ones evolve into “big kids.” According to the brand, Lovevery is parent-approved and keeps children off screens, thanks to its subscription model that sends them new toys, games and more every three months or so, depending on the model you choose.
No golden ticket needed to start completing this set! With over 2,000 pieces, this will keep beginner and intermediate builders alike busy for hours piecing together the iconic chocolate waterfall and adding Oompa Loompa characters and even Snozzberries. Searches for this specific set were a breakout term on Google Trends before reaching an all-time high this year.
Parents.com Best Toy Award winners
Weighing in at two-and-a-half pounds, this plush aims to ease “bedtime anxiety” and even help children focus, says Kaity Velez, the Executive Editor of Parents.com.
It’s unscented — unlike other weighted plush, that can sometimes become overwhelming — and can be placed in both the microwave or freezer, and draped over children’s shoulders to provide a “calming comfort,” says Velez.
Help your child understand more complex emotions such as anxious, gratefulness, frustration, overstimulation and more with these 3D-printed figurines. Each one is portraying a simple or complex emotion that reviewers say encourages “open-ended play.”
Crafty kiddos can make up to 14 different animals with this loom kit. It’s an ideal screen-free solution for a rainy day or answering pleas of “I’m bored,” on the weekends.
Earning the award for “best fidget,” this cube toy is made up of rare Earth magnets, allowing kids and teens alike to shift it into a number of different shapes.
Young Picassos and Monets can paint to their hearts' content, without fear of staining clothes, thanks to this pick.
“The paint is water-based, so they’re easy to remove from skin and surfaces, which means less mess, fewer spills and less stress for parents,” says Velez. The honeypot containers themselves are “fully recyclable,” Velez adds, so you can reuse them as travel-sized containers for your next trip, too!
Learning outside of the classroom? Unheard of...until they receive this pinball-like set from Lego. “Once set up, you drop wooden marbles down the contraption and watch as they bounce, slide, spin or rebound before landing in a bucket at the bottom. And like most Lego products, kids can endlessly modify their customized contraptions,” says Velez.
Plus, it’s compatible with other Lego sets and pieces they may own, making for endless creations!
Parents everywhere just did a double take — yes, the Easy Bake Oven from your childhood just got an upgrade for future generations to enjoy. "Kids can bake real treats like brownies and cheese pizza while learning hands-on culinary basics," says Velez.
Its simple for avid bakers to use: Follow the instructions to mix ingredients together, insert into the Easy Bake Oven, set the timer for the allocated time and enjoy!
Kohl’s Top 20 Holiday Toys
With both Mr. and Mrs. Potato Head bodies, as well as two pet potatoes and plenty of accessories, there are so many ways for kids to mix and match and build new characters. Most of the parts are also compatible with other Mr. Potato Head figures, so there are plenty of ways to play.
Editor’s note: This toy is so popular, it’s quickly selling out at Kohl's. We’ll continue keeping tabs on when it’s back in stock.
First Stitch is playful, then he’s hangry! With this cute interactive toy, they’ll get to see Stitch’s many moods and feed, tickle and cuddle him to make him happy.
Amazon's Toys We Love list
Monopoly Deal is a shortened, travel-ready version of the beloved board game — and now, NFL fans can get in on the fun with their own edition. Players will try to collect three sets of teams, as well as intercept opponents, recover fumbles and more.
This isn't your average slime! Gui Gui's slime is on plenty of hot toy lists this year, including Amazon's Toys We Love list. It's a DIY, ASMR+ experience and so much more. They'll get two iridescent slimes, boosters and "glow-up sachets, so they can take their slime to the next level, as they squish the slime, add sparkle and more.
Earlier this year, American Girl announced its new plush doll lineup, so you can grab soft, plush versions of classic characters like Molly, Kirsten, Addy and more. Each one comes with a board book to help introduce kids to their new friend.
Walmart's 2025 Top Toys list
Mama turtle is growing her family! Her eggs will pop open to reveal two, three or four baby turtles. Kids can care for their new turtle friends — when they add water to the habitat, mama turtle will swim all around.
Cooking toys are always a hit with kids, but this one, which is on Walmart’s 2025 Top Toys list, takes things to the next level. When they squeeze out the water in the spoon or olive oil squeeze bottle, the food will change color and go from “frozen” to “cooked,” making their imaginative play even more fun.
The Toy Insider's Hot 20 toy list
The whole family will be obsessed with this wacky game. Players will use the tiny arms to put as many marshmallows in their mouths as possible in 60 seconds. Whoever gets the most wins!
The Toy Insider’s editor-in-chief, Marissa Silva, told us that when her team saw this toy, they all knew they would have “played with that over and over and over again” as kids. Little ones will love giving Cooper some TLC to help him feel better again, and once they do, the cute puppy will be ready to walk and play.
Silva told us that “you can’t really get much cooler” than this dinosaur toy — and we’d agree. The big dino shoots off projectiles, roars and even chomps down to eat the smaller dinosaur. It’s an epic toy for Jurassic fans!
Meet the experts
Our team features a range of qualified experts and contributors in our broadcast segments to reveal the latest in trends, remarkable sale events and all things shopping across a variety of categories. Products were independently chosen by members of the Shop TODAY team along with members of Parents.com, Kaity Velez, and Toy Insider's Laurie Schacht and Marissa Silva.
- Kaity Velez is the Executive Editor of Parents.com.
- Laurie Schacht, Toy Insider’s Chief Toy Operator and President.
- Marissa Silva, Toy Insider's Editor-in-Chief.
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How we chose
We combed through the top toy lists that are currently available from Walmart, Amazon and more and selected a handful of our favorite picks. The items we selected were based on factors like price and popularity. Plus, award-winning toys from Parents.com were tested by children and parents alike based on a number of factors. A handful of winners were then chosen to appear on TODAY.
Don’t forget to check out Shop TODAY’s other gift guides to find the perfect present for every kid on your list including babies, 2-year-olds, 3-year-olds, 4-year-olds, 5-year-olds, 6-year-olds, 7-year-olds, 8-year-olds, 9-year-olds and 10-year-olds.
- Toy Insider's Holiday Gift Guide seen on Jenna & Friends
- Shop TODAY's Gifts We Love toy winners
- Google Holiday 100 toys
- Parents.com Best Toy Award winners
- Kohl’s Top 20 Holiday Toys
- Amazon's Toys We Love list
- Walmart's 2025 Top Toys list
- The Toy Insider's Hot 20 toy list
- Meet the experts
- How do you add Shop TODAY as a Preferred Source on Google?
- How we chose