Staying on top of the latest toy trends can be a challenge. Each year, companies come out with buzzy new toys that all seem equally impressive and exciting, making holiday shopping for kids that much harder.
Thankfully, The Toy Insider is here to help. Today, the organization is dropping its much-anticipated annual holiday gift guide and hot toys lists featuring the latest and greatest toys for the season. And we got an exclusive first look at everything that made the cut for the Hot 20, STEM 10 and Under $20 lists.
The Toy Insider’s editor-in-chief Ali Mierzejewski stopped by the 3rd hour of TODAY to share some of the top picks from all three lists, which range from puzzling brain teasers to a new way to play with Kinetic Sand. Plus, we visited the Toy Insider offices earlier this month, where she walked us through some more of the hottest toys for the season.
If you see anything that catches your eye — especially from the Hot 20 list — it's a good idea to grab it sooner rather than later, because these are items that are likely "going to fly off the shelves," Mierzejewski says. (Preorders for the Ms. Rachel Speak & Sing Doll, which is on the Hot 20 list, have already sold out across retailers!)
See the top picks Mierzejewski highlighted on the show, below. Or keep scrolling to check out all of the top toys for the season.
Toys seen on TODAY | The Toy Insider's Hot 20 Toys | The Toy Insider's Stem 10 | The Toy Insider's Under $20 | How we chose | Meet the expert
The Toy Insider hot toys seen on TODAY
Poe the AI Story Bear
Recommended Age: 3-4 years old
Poe is a cute, interactive bear that magically comes to life to tell kids original stories that they help create. There are over 30 languages to choose from and tons of unique characters so they can make each story feel completely unique. And if AI gives you pause, don't worry: Mierzejewski says that it uses "kid-safe AI," and won't store personal information or record their voices.
Magna-Tiles Space Set
Recommended Age: 3+
When it comes to building kits, Magna-Tiles is a super popular brand. And this one is perfect for space-loving kids aged 3 and older. “Space is big,” Mierzejewski says. “It’s a big buzzword in our news and kids are hearing it all the time. I really like that [this set] triggers their imaginations to explore.”
The best part? Once they’re done building for the day, they can pack and store all of the tiles right in the spaceship.
Spin Master Kinetic Sand Squish Motion
Recommended Age: 5+
“This one just adds a really cool extra layer to Kinetic Sand play,” Mierzejewski says. When they pick up sand with the stamper and place it on the squishy foam sand space, they’ll watch as their creations magically expand and seemingly come to life. They can use the set to create chomping sharks, smiling suns and shooting stars!
Thames and Kosmos Pinball Machine Maker
Recommended Age: 6+
Retro toys are a huge trend in the industry right now, Mierzejewski says, and this pinball machine is the perfect example. And it doesn’t just bring the throwback vibes, the brand says that it’s also a great way for kids to learn about things like physics, problem-solving, simple machines and more as they build their layout.
“Kids really get that STEM learning and you have a full pinball machine game to play with any time you want,” Mierzejewski says.
Educational Insights Kanoodle Ultimate Champion Brain Teaser Toy
Recommended Age: 8+
Kanoodle's brain teaser game is a viral sensation with more than 1 billion views on TikTok, the brand says. This new version features over 500 puzzles for them to try out, plus a built-in timer to up the intensity. To play, simply set up the pieces according to the guide and use the remaining pieces to fill in the rest of the board before time runs out.
LEGO Despicable Me Minions and Gru Family Mansion Set
Recommended Age: 8+
Mierzejewski says that this playset combines two things that kids love: Lego and "Despicable Me." Fans of the movie series will love seeing the authentic details and playing with characters like Gru and Agnes. "It's dual-sided, so they can really explore," Mierzejewski says.
Toy Insider's Hot 20 Toys
Fat Brain Toys Playtab
Recommended age: 0-2 years old
This set allows kids to customize their own activity board for hours of sensory fun. "They can swap out the tiles and they all have sensory and developmental benefits to each of them," Mierzejewski says. The tiles are designed to stick to any magnetic surface in your house, like the fridge or dishwasher, "so kids can get open-ended and creative or you can keep it within the play space," she adds.
Cry Babies Morning Routine Doll
Recommended Age: 3-4 years old
"What we loved about the Cry Babies Morning Routine Doll is it has that nurturing [element]," Mierzejewski says. "That’s a classic doll play pattern, nurturing care. But it’s also going to walk kids through a routine."
It will help them understand the importance of a morning routine, as they help feed her, brush her hair and brush her teeth to get her ready to take on the day.
Just Play furReal Peanut The Playful Monkey
Recommended Age: 3-4 years old
Mierzejewski calls this playful monkey "an absolute delight." Kids can help her flip, hold her hands, walk with her, feed her — there are so many fun features! They'll want to play with their new BFF for hours on end.
Fisher-Price Imaginext Star Wars Darth Vader Bot
Recommended Age: 3-4 years old
Standing at just over two feet tall, this bot brings a classic "Star Wars" character to life. It features cool lights, sounds, a pop-out disc launcher and an extendable Lightsaber accessory.
Hasbro Play-Doh Pizza Delivery Scooter Playset
Recommended Age: 3-4 years old
This delivery scooter playset is the perfect toy for little kids with active imaginations. Along with an actual ride-on scooter, they'll get everything they need to take orders, craft Play-Doh pizzas and then deliver them to customers.
Marvel Spidey and His Amazing Friends Dual Race Mega Jump HQ Track
Recommended Age: 3-4 years old
Inspired by the hit show "Spidey and His Amazing Friends," this track allows kids to jump into action as they race from the control center and fly over the mega-jump while pursuing their enemies. It comes with two vehicles, but has 10 parking spots, so they can add even more to their collection.
Tile Town Bluey Heeler Home
Recommended Age: 3-4 years old
Calling all "Bluey" fans! While "Bluey" playsets have been popular for a while now, this one adds a new level of fun with magnetic tiles. Once the house is put together, they can place Bluey or Bingo on one of the action tiles to make them dance or swing. "Kids can really dig deep into the imaginative play there," Mierzejewski says.
Jakks Pacific Target Toy Checklane
Recommended Age: 3-4 years old
If their favorite activity is accompanying you on a shopping trip to Target, they'll love this checkout station. It has so many interactive features, like a hand-cranked conveyor belt, beeping scanner, bagging area, credit card swipe machine and more. "It also teaches some great things, Mierzejewski says. The calculator [for] math, the process of shopping with a credit card, you get your cell phone with the Target Circle rewards on it, it comes with a reusable bag."
It's also great for families with multiple kids, she adds. "You can have as many shoppers as you like and somebody who’s the Target employee working at the register."
Spin Master DC Comics Batman Ultimate Transforming Batmobile
Recommended Age: 5-7 years old
With this toy, Mierzejewski says "you're getting a two-in-one playset." It transforms from a Batmobile into a command center, complete with sounds, lights and accessories to fuel their imagination.
Littlest Pet Shop Playset
Recommended Age: 5-7 years old
The mini pets from Littlest Pet Shop are extra cute and tiny in this playset! It comes with a house (that doubles as a storage case) with different rooms and over 20 accessories and two animals, so they can create endless stories and adventures for their pets.
Moose Toys Magic Mixies Pizie Supreme Magic Mirror
Recommended Ages: 5-7 years old
Magic Mixies toys have topped hot toy lists over the last few years, and Mierzejewski says they "get a little bit more magical every year." This new version is the first one to come with a fashion doll instead of the standard plush (don't worry, it still has the classic potion and magic reveal elements). The mirror itself has over 50 lights and sounds for them to interact with and can be used as a regular vanity mirror. Plus, the reveal can be done over and over again, so the fun doesn't stop after the first play session.
Playmates Toys Miraculous Paris Heroes Playset
Recommended Age: 5-7 years old
Kids who have a new obsession with Paris after this summer will be in awe of this massive four-foot playset. It has three levels of play and tons of surprises for them to discover.
MGA Entertainment Rainbow High Winter Wonderland Doll
Recommended Ages: 5-7 years old
"Rainbow High is making a huge comeback this year," Mierzejewski says. "They’re re-putting out the whole brand." This new doll is not only timely with its winter-inspired outfit and accessory, but it also has a surprise element. When you add water to her outfit it will puff up!
Wow! Stuff Real FX Disney Stitch Plush
Recommended Ages: 5-7 years old
"Stitch is always a star, but especially with the movie coming out next year," Mierzejewski says. And this toy allows kids to really interact and play with the classic character. "It’s a hand puppet, so his ears move, his eyes move and kids can control his mouth, and he has all kinds of sound effects."
Jada Toys Godzilla x Kong Heat-Ray Breath Remote Control Figure
Recommended Age: 8+
Kids can control the "king of monsters" and send him running around the room with this remote control toy. Mierzejewski says the toy is really easy to use and control and even has a bonus feature with its heat-ray breath.
Pokémon Trading Card Game Scarlet and Violet Stellar Crown Elite Trainer Box
Recommended Age: 8+
Introduce kids to the world of Pokémon with this Trainer box. It includes cards, booster packs, dice and everything else they need to start playing.
Ms. Rachel Speak & Sing Doll
Recommended Age: 1+
Editor's note: This toy is currently sold out.
Kids are enamored by internet personality Ms. Rachel, so it's no surprise that when her new toy line became available for pre-order, items (including this doll) sold out quickly. This doll and other items from the collection will be available on Sept. 29, so be sure to check back on the date to try and add one to your cart.
The Toy Insider's STEM 10 toys
Bill Nye's Virtual Reality Chem Science Kit
Recommended Age: 8+
Bill Nye (aka "The Science Guy") is here to help kids discover chemistry in a whole new way — with virtual reality! There are a range of VR experiences that will help teach them about the properties of matter, chemical reactions and more.
Connetix Creative Roads Pack
Recommended Age: 3+
This pack includes different magnetic tile shapes, like arches, intersections and long and short ramps, so kids can build their own roads and raceways. But they're not limited to only building roads! The sleek black tiles can be used to build castles, towers and so much more.
Fat Brain Toys Plip Kit
Recommended Age: 3+
They can build endless art structures with this unique kit. The pieces connect together, so they can build swirling patterns, structures and more. When they pull them apart, they'll hear a satisfying pop.
Battat Toys Shine Bright Tracing Light Box
Recommended Age: 3+
They can work on shapes and practice their drawing skills with this lightbox. When they turn on the light, they can trace shapes or follow the illustrated templates to trace animals and nature elements.
Snap Circuits Snap 2 It Board Game
Recommended Age: 7+
Perfect for your next family game night, players will try to outwit and outsmart their competitors by snapping their pieces in the grid and trying to be the first to turn on their light. Up to four people can play at a time, so multiple family members can get in on the fun.
Thames and Kosmos Wow in the World: Dino Dig Diorama
Recommended Age: 4+
Inside each of the 10 dino eggs is a dinosaur figure that kids can crack open and discover. Once they've excavated all the dinosaurs, they can assemble the diorama to create their own museum-worthy exhibit.
NSI International Smithsonian 3D LED Solar System
Recommended Age: 8+
This light-up solar system features real, high-definition photos from NASA. The LED sun and planets are remote-controlled, and kids can adjust the brightness and even set an auto-timer so the lights turn off when they fall asleep or leave their room.
Star Wars Galactic Chemistry Lab
Recommended Age: 6+
Editor’s note: This toy is not currently available, it will launch in October.
This "Star Wars"-themed chemistry kit allows young Jedi scientists to conduct different experiments, like recreating the climates of Planet Hoth, erupting a volcano or concocting Bantha milk slime. The storage case ensures that their experiments are easy to pack away and bring with them anywhere they go.
The Toy Insider's 12 Under $20 toys
Barbie Mini Barbieland Cutie Reveal Doll and Pet
Recommended Age: 6+
All the fun of Barbie, now in a miniature size! This new BarbieLand collection features a variety of mini Barbie dolls, vehicles, and houses that kids can collect. When they open the small tube included in this toy, they'll pull out the costumed mini doll and remove the costumed head to reveal which doll they got. Each one also comes with a mini pet.
Cra-Z-Art Disney Crystal Surprise Series
Recommended Age: 5+
They'll open up this crystalized ball to discover a Disney character with fun accessories. There are tons of characters for them to collect, like Stitch, Daisy, Belle and more.
MGA Entertainment GrossMos! Figurines
Recommended Age: 4+
This affordable toy combines the joy of unboxing with a fun surprise element. They'll add water and watch as the dinosaur starts to ooze foam. Then, they can open it up and dig through to find dinosaur parts to build their own dino.
Zuru Metal Machines Speed Heroes
Recommended Age: 4+
There are over 20 surprises hidden inside this helmet, including parts that they can put together to build their own race car. The finished car features lights and sounds to elevate their play.
Playmates Toys Mutations Mix ‘N Match Teenage Mutant Ninja Turtles Figurines
Recommended Age: 4+
They can act out scenes from the new "Tales of the Teenage Mutant Ninja Turtles" series with this action figure. If they get multiple, they can switch parts out to create their own mutant.
TOMY Games Pop Up Bluey Kids Game
Recommended Age: 4+
The classic pop-up game gets a new twist thanks to the addition of the beloved TV character, Bluey! Kids (and parents who want to take part) will take turns sliding the crocodile sticks into the barrel to see which one makes Bluey pop up.
Squish-a-Longs Classic Squad Figurines
Recommended Age: 6+
Squishmallows, the cuddly toy that kids love, now come in a cute mini size! They get 14 little Mini-Squish in a pack, but there are over 140 for them to collect and trade.
Melissa and Doug Sticker WOW! Activity Sets
Recommended Age: 3+
This toy gives kids a whole new way to play with stickers. They can use the cute character to stamp stickers onto the 24-page activity booklet.
Sticki Rolls The Sticki Book
Recommended Age: 5+
Each Sticki Roll on the bracelet in this set is actually a roll of mini holographic stickers that they can pull off to add to their current art projects or share with friends. The included book features 50 pages of activities that they can decorate with their stickers.
XOX Kweenie
Recommended Age: 7+
There are 26 different Kweenies that kids can collect! Will they get a Quirky Kweenie or a Fearless one? Each one has a display case so they can proudly show off their growing collection.
Star Wars Doorables Galaxy Peek Series 2
Recommended Age: 5+
"Star Wars" fans can build an out-of-this-world collection of mini figurines of characters like Obi-Wan Kenobi, Kylo Ren, Ahsoka, Queen Amidala and more. Each one contains four figures — and they won't know which ones they got until they open it up!
Sign up for Shop TODAY SMS
Stay up to date with everything Shop TODAY. Get exclusive deals on TODAY-favorite products, info about the latest trends and expert-approved finds sent right to your phone.
How we chose
To choose which toys make the lists each year, Mierzejewski says the team reviews “hundreds and hundreds of toys” before selecting the finalists. When reviewing toys, they look at five main criteria, ensuring that everything has play value, developmental benefits, originality, product integrity and, of course, there has to be a fun factor.
All of the items featured above are included on The Toy Insider's Hot 20, STEM 10 and 12 Under $20 toy lists.
Meet the expert
- Ali Mierzejewski is the editor-in-chief at The Toy Insider and The Pop Insider. She has more than a decade of experience in the industry and is a trusted source on the the latest trends and hottest toys.
