The holiday season is nearly upon us, which means that parents have one big thing on their minds: Toys!
But knowing which ones kids will actually like can be a tough job. Thankfully, we have the inside scoop on the hottest toys of the season. The Toy Insider's Editor-in-Chief, Ali Mierzejewski, stopped by The 3rd hour of TODAY to reveal some of the top picks from the brand's much-anticipated Hot 20 toy list. She's sharing the toys that bring serious fun, from bumper cars to scented slime.
We also swung by The Toy Insider's offices earlier this month to get the details on the full Hot 20 toy list from Editor-in-Chief Marissa Silva. Plus, we're revealing the brand's 12 Under 20 and STEM 10 lists, so whether you're shopping for a science-loving kid or looking for the perfect stocking stuffer, we have you covered.
If you see anything you like, it's a good idea to grab it now. Not only do the hottest toys of the season have a tendency to sell out, but also, Silva says, there's a chance that the prices of toys will increase as the season goes on, due to tariffs.
Keep reading to shop all of the top toys for the season.
Toy Insider hot toys seen on TODAY
This fun ride-on toy puts a spin on classic bumper cars and allows kids to ride around with some of their favorite characters! Each one comes with a three-foot, lifesize inflatable character and you can choose from Spiderman, Bluey, Minnie Mouse and more. Don't worry, parents: The car has a soft rubber bumper to help protect your walls and furniture.
This isn't your average slime! Gui Gui Slime is inspired by the beauty brands that tweens are obsessed with — and there's a whole routine built in. They'll start by unboxing to reveal which of the 13 slimes they got. Then, they'll mix in the booster and decorate with the charms, beads and sparkles until they get a fun scented creation that they can stretch, squeeze and keep to play with again and again.
Play-Doh and Barbie are two classic toy brands that kids know and love — and they’ve teamed up to create this fun, customizable doll. Kids can use the Play-Doh molds and pre-made decorated sheets to create custom hairstyles and outfits for their doll.
Everyone from tweens to kids and plant lovers will appreciate this crafty kit. They'll snap together the pieces to create a cute little succulent and then add shimmering gems and stickers to take it to the next level. Once they're finished, they can show off their work and keep it displayed on a desk or bookshelf.
This huge kit has more than 130 experiments for budding science lovers to conduct! They can grow a glow-in-the-dark crystal, launch a rocket, dig up a real fossil and so much more.
Everyone will want to get in on the fun with this exciting game! Players will battle it out as they see who can collect the most marshmallows in their mouths as possible in 60 seconds using the tiny hands. You can play with as many people as you’d like so grab a friend or invite everyone, this game is sure to be a hit.
The Toy Insider's Hot 20 Toy List
An activity table is a classic toy for growing toddlers, and this one takes the play to the next level. "The Fisher-Price Laugh and Learn 4-in-1 Activity Table and Easel is a 4-in-1. So you can use it as an activity table flat, can angle it up if kids are not yet standing," Silva says. "You can turn it into an easel with tons of storage for art supplies. So it does a lot."
It's also designed to grow with them, teaching them new skills as they get older. "We love a toy that you’re buying now, but you’re going to keep it in the playroom for years to come."
When Ms. Rachel first released her toy line last year, many of the items sold out almost immediately. So it's not surprising to see this educational toy from her line on the list.
"I love this because you have Ms. Rachel’s voice built into the toy, and it's focused on first words, colors, all that good stuff," Silva says. "Everywhere that kids touch on the wheel, they’re going to get some kind of reaction from Ms. Rachel. It’s really interactive, but the educational benefits are really good."
Both parents and kids love Bluey and toys featuring the character make the Hot Toy list every year. This supermarket playset brings the "role play fun," Silva says. Not only does it allow kids to bring their favorite characters, like Bingo and Bluey, to life, but they get to use their imagination to explore a supermarket environment.
Not only is this interactive cow toy extremely cute, but it's also on-trend. According to Silva, highland cows are super hot on social media. Kids will have a blast playing with Maggie, as she walks, swishes her tail and displays her more than 50 reactions. (This toy is not currently available, but should be in stock later this fall.)
"'Gabby’s Dollhouse' is such a popular show and there's a movie coming out. This is the interactive dollhouse. It's really cool because it has some tech enhancements for kids," Silva says. "So when they press a button on the dollhouse, they’ll be guided to find specific things in different rooms ... it has all of the elements from the show that they love, including imaginative play and crafting. And they’ll see all their favorite characters and Gabby cats."
When it comes to dinosaur toys, Silva says that "you can't really get much cooler," than this one. The big dinosaur lights up, makes sounds, chomps, launches projectiles and even eats the smaller dino!
This isn't your average cooking set. Melissa & Doug's Simmer & Stir Stovetop Play Set uses the brand's innovative Water Wow! technology. When they add water to the spoon and olive oil squeeze bottle and then squeeze it over the "food," it will magically turn from "frozen" to "cooked." They can repeat the experience again and again for endless fun.
Spidey is ready to flip into action! "You press a button on his watch and he winds up and literally flips completely 360 degrees in the air," Silva says. "It’s one of those amazing moments for kids that they’re definitely going to want to do again and again."
Silva describes this toy as "Polly Pocket meets Teenage Mutant Ninja Turtles." It looks like a pet turtle on the outside and then opens up to reveal the secret sewer shelter. "This is what I call a no-brainer — it’s an automatic hit for kids," she adds.
The classic Tamagotchi toys just got an upgrade! The new Tamagotchi Paradise gives kids plenty of new ways to nurture and grow their virtual pet. They can zoom in to see their Tamagotchi's cells or zoom all the way out to see the entire planet. There are fun games for them to explore and they can connect their device with a friend's to play together.
Ever since Furby made a big comeback a couple of years ago, the brand has been a staple on hot toy lists. And now, the classic character has a whole new look! Silva says that "long Furbies" started as a fan-created idea and now have morphed into an official toy. This version has "a little more interactivity than previous Furbies," so kids can play games, create custom music and so much more.
Silva says that they love this playset, "because it’s a full unboxing experience, but the package becomes part of the play." Using the beads and water, they can give their doll endless hairstyles and then easily pack everything up into the carrying case.
This interactive toy was inspired by the live-action "Lilo and Stitch" movie. And Silva says that the "Ultimate Stitch" name is very fitting, "because he really does it all." She adds, "He’s got over a hundred sound and motion combinations. He’s big, a life-size version of Stitch, and he’s really interactive. He has a lot of moves, just like actual Stitch. You can tickle him, you can feed him, you can pop him on the nose and aggravate him and he throws a little temper tantrum at you."
This sweet puppy has a hurt leg. But your kid can help him feel better. All they need to do is bandage up his leg, customize his cast and give him some TLC and he will be as good as new!
“This is one of those things that, all of us when we saw it, we were like, I would have played with that over and over and over again [as a kid],” Silva says.
"Wicked" was one of the biggest movies last year and we're counting down the days until part two comes out! While there are bound to be plenty of fun brand collaborations for the movie, this cute one made The Toy Insider's list. It comes with Love-a-Lot Bear as Glinda and Good Luck Bear as Elphaba, and it's sure to be a popular item when it's released in October.
"As soon as this got announced, it went crazy viral on our website," Silva shares. "So we know it’s not just going to be for kids. The kids are going to love these, but adult fans are going to buy these all up, too."
Nintendo released a new version of its popular Switch gaming system earlier this year, and this bundle features the device along with the fan-favorite Mario Kart World game. "The Switch 2 has so many great upgrades from the original Switch, as the latest console in the series, it’s the most family-friendly, it’s the one that we recommend for kids and their parents to play together," Silva says.
This "new evolution" of Pokémon allows kids to collect new cards and engage in epic battles. It features the highly anticipated return of Pokémon like Mega Lucario ex and Mega Gardevoir ex, but introduces new artwork. This product will be available starting on Sept. 26.
Fans of "F1" the movie and the sport are sure to appreciate this Lego set. It's a collectible that both kids and adults can appreciate. "It looks great on a shelf when it's done and it's under a thousand pieces," Silva says.
The Toy Insider's 12 Under 20 List
This travel-friendly board has plenty of activities to keep little hands busy. As they flip, spin, slide, press buttons and more, they'll develop fine motor skills and hand-eye coordination, the brand says.
This activity board is another great option to take on the go. It's a smaller version of the brand's popular PlayTab activity board, so it's made to be super portable. The two included sensory tiles will keep their mind and hands occupied. Plus, each of the tiles can be popped out and switched with any other from the brand.
This affordable toy helps bring some of their favorite characters to life through storytelling. Each one includes a 40-page illustrated book and a collectible figure. The line includes beloved characters like Elsa, Stitch, Simba and more. This item will be available to purchase starting in October.
This collectible toy is perfect for car-obsessed kids. They can personalize their car with fun graphics and unique tires.
Fidget fans will love this new spin on a sensory toy. There are more than 70 designs for kids to collect. Each one clicks like a key on your computer, and they can be connected to form a complete board.
Parents, rejoice! This kit allows kids to create and customize their own slime without all of the mess. It includes everything they need to make the slime, add color, confetti and more fun elements, and your tables will stay clean thanks to the display and creation station. This toy will be available in the fall.
For just under $15, they'll get both a collectible doll inspired by classic Disney and Pixar characters, like Minnie Mouse, Moana and Jessie as well as a matching backpack! This collection is not yet available to shop.
Making bracelets is always a good idea, but stringing all of those beads can be frustrating. With this kit, kids can simply snap in different beads to create custom designs. This toy will be available to shop later this fall.
Stretch Armstrong is back! And no matter how you stretch, twist, tangle or pull him, he'll always snap right back into shape. Stretch Armstrong will be available to shop in September.
The Toy Insider STEM 10 List
Kids who are obsessed with building will love tinkering with this customizable activity board. They can use the kid-friendly drill to create different farm-themed scenes.
Kids have been using the innovative 3Doodler pen to bring their creations to life for years. But now, they can take it to the next level and turn their drawings into edible candy! It's perfect for decorating cookies and cakes — or simply drawing up something delicious. The included capsules are said to be sugar- and dairy-free. The pen will be available in October.
Finally, all those cardboard boxes that accumulate in your house can be put to good use! This kid-safe power tool is made for cutting through cardboard (but it also works on paper, craft foam and fabric), so they can create dioramas, forts, costumes and so much more. According to the brand, the toy has been used in summer camps, workshops and more.
This mechanical torso simulates what you would see in an X-ray, so science-loving kids can get a deeper look at the inner workings of the human body. They can pump red dye through the tubes to mimic blood flow or expand and contract the balloons to see how air is pulled through their lungs. It comes with an eight-page experiment guide that features fun facts, scientific explanations and more.
Think your kids have already built every magnetic tile structure possible? Think again. Connetix's pro line of tiles features Smart-Spin technology so the magnets can rotate 360 degrees, giving them the freedom to overlap, stagger tiles and more.
With these VR goggles, they can transport right onto the field or court and view famous stadiums and arenas. It also comes with a 148-page book that dives into the history of some of the most popular sports.
They'll build this cute chameleon and then program it to respond to gestures, change colors and more. It comes with a guide that walks them through each step and encourages them to explore the robotic components.
This toy won't just take their imaginative play to the next level (though it will definitely do that), it allows them to build everything they need to be a top-notch spy, including a motion detector, voice changer, trip wire and more.
How we chose
All of the toys on this list were selected by The Toy Insider. Every year, the organization tests thousands of toys before narrowing it down to the best of the best. When reviewing toys, they look at play value, developmental benefits, originality, product integrity and fun factor.
Meet our 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 included in this list were chosen by The Toy Insider. The organization is a go-to source for news and information about toys. For its annual toy lists, the team tests thousands of toys to determine the best of the best.
- Ali Mierzejewski is Editor-in-Chief for The Toy Insider and The Pop Insider. She has more than a decade of industry experience and has been previously featured on TODAY.
- Marissa Silva is Editor-in-Chief for The Toy Insider and The Pop Insider. She is an industry expert and often reports on toy news and trends.
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