We know better than anyone that the "earlier the better" is the name of the game when it comes to finding the perfect gifts. And now that Christmas is less than 15 days away, it's time get serious about shopping for the holiday season.
That's especially true when it comes to the hottest toys of the year. In previous years, we've seen some of the trendiest and most sought-after toys sell out before the holiday and Christmas celebrations even kick off!
Shop TODAY found the best of the best when it comes to toys (with some of them earning spots on our 2024 Gifts We Love list.) Plus, Laurie Schacht, President and Chief Toy Officer at Toy Insider, stopped by TODAY with Hoda and Jenna to share the hottest holiday toys you can still snag before it's too late. Not to mention, retailers like Amazon and Walmart, as well as toy review sites like TTPM have also released their hot toy lists for the year, allowing shoppers to get a head start on grabbing the coolest new finds for kids of all ages.
We're highlighting some of the top finds from the lists we've seen on the market below, including picks from classic brands like Barbie and Marvel, along with buzzy new releases. And better yet, we found plenty of deals to score, too, so you can save some money while checking every kid off of your list!
Toys seen on TODAY with Hoda and Jenna | Popular toy deals | Shop TODAY Gifts We Love toy winners | Toy Portfolio toy winners | Parents Best Toy Awards winners | The Toy Insider top holiday toys | Walmart Top Toys | Kohl's Top Holiday Toys | TTPM Most Wanted List | Shop TODAY SMS | How we chose | Meet the experts | Has your product been featured?
Toys seen on TODAY with Hoda and Jenna
Fisher-Price Rockin’ Record Player Musical Toy
This toy brings the perfect mix of fun and nostalgia. Kids can control what they listen to as they switch between the five records that range from country to pop and even kids’ classics.
Flybar Spiderman 6-Volt Motorcycle
Flybar Barbie 6-Volt Motorcycle
Designed for children ages three and up, these motorcycles (created with their favorite characters in mind!) are easy to navigate in any backyard or sidewalk. They also come with training wheels that are easy to attach and detach.
These motorcycles even mimic the real deal — with headlights and sounds that they can control with the press of a button.
Melissa and Doug Sort, Stock, Select Wooden Vending Machine Playset
This 19-piece set comes with all the accessories, play food and coins necessary for those ages three and older to stock, organize and then purchase from the wooden vending machine.
It also comes with placards that can serve as ideas and inspiration on how to sort and stock the shelves.
Playmate Toys Miraculous Paris Heroez Playset
They can escape into the world of the Miraculous Heroez, with the Eiffel Tower as their playtime backdrop. At four feet tall, this playset features a working elevator to travel between each of the three floors and a zipline for high-flying fun.
Editor's Note: This product is currently out of stock at this retailer, but you can choose to be notified of stock updates at the above link.
Playmate Toys Miraculous Heroez Doll Playset
This set of four dolls pairs well with the playset above, all from the Miraculous Heroez world. Ladybug, Cat Noir, Rena Rogue and Queen Heroez each come dressed in their signature outfits, including accessories.
Crunch Labs Build Box Subscription
This splurge-worthy gift is well worth the surprise once they see a STEM package at their front door each month. They'll be able to become an "engineering superhero" thanks to instructions from a former NASA engineer as well as all the tools needed to complete that month's build.
Tractor Supply 12-Volt Zero-Turn Lawn Mower Ride On Toy
If they're starting to mimic your every move, gift them with this play lawn mower that has a steering system that allows for 360-degree turns, a "translucent deck" that's similar to the real deal and a rechargeable battery.
Editor's note: Stock is currently low at this retailer, so we found a similar alternate, below.
Arbeli 24-Volt Ride On Tractor
This tractor toy can easily cross small hills and all kinds of rough roads, allowing your mini-me to explore and adventure through various terrains.
Popular toys on sale now
Kinetic Sand Squish Motion Playset
Playing with kinetic sand just got even more fun. With this popular playset, kids can create shapes using the stampers and then watch them come to life when they press them down on the squish space.
Furby Furblets Fierce & Fabulous (Set of 2)
Kids and parents will get a kick out of this nostalgic toy. These mini Furby Furblets feature so many of the things you remember about the original toys — the cute sound effects and reactions — all in a pocket-sized design!
Squish-a-Longs Classic Squad Figurines
This Toy Insider pick is just too cute! If you and your little one love Squishmallows, you have to pick up these mini versions! Each set comes with 14 tiny plushies — and there are over 140 that you can collect and trade over time!
Hasbro Marvel Spider-Man Super Web Slinger
They’ll feel just like Spider-Man when they slip on this web slinger. It comes with a can of web fluid, but it also works with water, so there are multiple ways for them to save the day.
Mr. Beast Lab Mutators
Review site TTPM (Toys, Tots, Pets & More) released its Most Wanted List for 2024, and this was one of the top toys on the list. Kids can do an experiment and mutate their own Mr. Beast-inspired action figure that they can then play with.
Fisher-Price Learn & Serve Coffee Café
If they love playing pretend, they’ll love the opportunity to whip up a cup of joe for their parents. “The machine comes with a pretend coffee beans grinder, milk steamer, a scooper, two cups, a carrier, a croissant and macaron,” describes Stephanie Oppenheim, the co-founder of toyportfolio.com. “The coffee station makes lots of fun noises that add to the pretend play factor.”
Melissa & Doug Dust, Sweep & Mop! Set
This classic toy is said to help kids learn independence and responsibility as they pretend to help with chores. They’ll be so excited to get out their own broom when it comes time to clean!
Bitzee Disney Interactive Toy
Bitzee’s interactive pet toy was one of the hottest toys of 2023 — and the brand released a new version earlier this year that’s perfect for Disney fans. They can unlock more than 30 Disney characters, ranging from Simba to Mickey Mouse, and interact and play games with them.
Little Tikes Easy Score Basketball Set
This is a great gift to ensure your little one stays active and perfects their three-point shot! The hoop's height can be adjusted between two and four feet, and the set comes with a junior-sized ball!
Lego Speed Champions McLaren
This Lego sale is worth every penny. It comes with 581 pieces to help them build two different cars, so gift it to the race car or Lego lover in your life this holiday season.
Smartivity Mechanical Hand Toy
This DIY mechanical machine lets them unleash both their imagination and STEM skills with an easy-to-build set up. It comes with a step-by-step instructional manual to build and play. The brand says it promotes screen-free time, along with improving hand-eye coordination, motor skills, analytical skills and more.
Best Choice Products Play Doctor Pretend Medical Station Set
We’ve never seen a play pretend set quite like this one. Featuring five LED instruments (including an EKG system and pulse machine) and 10 accessories, this mobile doctor cart is a fun way for your little one to check up on all your family members!
Sereed Baby Balance Bike
Your little one may not be able to walk yet, but keeping balance is a great first step. Recommended for ages 12-24 months, this toddler bike is great for assisting in the development of their coordination, steering and more.
Contixo 7” Kids Tablet
Save your expensive tablet from sticky (and sometimes clumsy) fingers by giving your kiddo one of their own to play with! This gadget is designed with little ones in mind, as it’s pre-loaded with over 50 Disney storybook apps to keep them entertained for hours.
Barbie Roller Skates
Have a little Barbie fan on your gifting list? These skates make for a unique gift that keeps them active and lets them rep their favorite character at the same time. (And you'll get major bonus points if they love the color pink!)
Huffy 20” Rock It Kids Bicycle
Has your not-so-little one progressed from a three-wheel bike to only two? We think they deserve some new wheels, wouldn't you agree? We found just the one to give them, and it's on sale for under $60!
Flybar Bluey 6V Bumper Car Ride
Ready. Set. Race! Let them take a fun joyride with Bluey on this super-cool toy car. It features flashing LED lights, anti-flat tires and even has soft rubber bumpers to protect your walls and furniture. And don't worry, your little one won't go any faster than 1 MPH.
Hot Wheels City Ultimate Garage Playset
Designed for ages 5 and up, Hot Wheels’ Ultimate Garage has an adventure in every corner. Each level has neat features like moveable hoses, a car wash, among other things, to race and stunt their cars side-by-side.
“This garage setting comes with just two cars, but it’s a start to one of those collections that is likely to keep growing over time,” suggests Oppenheim. “A big action-packed toy that will be enjoyed for social or solo play.”
Best Choice Products 10-in-1 Combo Game Table Set
Classic game lovers will love finding this set in their home. It easily transforms into 10 game, including slide hockey, foosball, billiards, shuffleboard, table tennis, chess, cards, checkers, bowling and backgammon.
Shop TODAY Gifts We Love toy winners
Cra-Z-Art Slimy Stitch Slime Toy
It's no secret that slime toys have caught the attention of kids all over the country. If slime is the name of their game, this pick — coming in as low as $5 — is sure to earn you a kudos or two. After all, who could possibly resist Stitch's cuteness?
Brass Monkey Poorly Explained Movies Game
Every family has a film buff. If you're constantly finding them glued to the TV watching the latest and greatest, they're sure to love this trivia-style card game that will put their knowledge to the ultimate test.
Jellycat Amuseables Croissant
After going viral on TikTok, we couldn't help but include this adorable croissant plush from Jellycat in our awards. While you might not be able to snack on this, how cute is it to snuggle? (The fresh bakery scent is unfortunately not included.)
Tamagotchi Original Angel Series (Dreamy Angel + Lovely Angel)
Where are our '90s babies at? Chances are you've owned a Tamagotchi or two in your day and it's time to pass it along to the next generation. Plus, this present is a great way to stall the "can we please get a pet?" conversation for a little bit longer.
Hex Bots Wallcrawler Gecko
Crawling here, crawling there, crawling everywhere! This fun toy moves across the floor and scales up walls, just like a real gecko. Now we’re not recommending scaring anyone with this but... it would definitely be ideal for a good prank (or two!).
Goopow Kids Selfie Digital Camera
If your little one loves snapping pictures on your phone from time to time, why not upgrade them to their very own camera? Capable of taking videos, pictures and time lapses, it even comes with a memory card for instant use. Also, we can’t decide which design is cuter — majestic unicorns or silly monsters?
Hugimals The Hug Ball
Everyone needs a good quality hug now and then and this plush is just that — a warm, perfect hug. Weighing in at three pounds, this award winner promotes grounding and relaxation to the fullest extent. You'll just have to see it for yourself!
Jada Godzilla x Kong: The New Empire Heat-Ray Breath Godzilla RC
Prepare for the ultimate battle like never before with this remote-controlled Godzilla. They can control his every move and even whip his tail for maximum destruction. And if that isn't enough, his spine and jaw light up and shoot real water vapor for an authentic atomic fire breathing display.
Spin Master Hatchimals Alive! Mystery Hatch
It’s alive! Inside each egg is one of two characters, each with unique details, sounds and lights. First, they’ll need to nurture and encourage their animal to hatch but soon after, the real show begins. Needless to say, this pick is sure to capture their attention like no other.
Little Tikes Story Dream Machine
The Poky Little Puppy, Tawny Scrawny Lion and The Saggy Baggy Elephant all share their adventurous stories with this kid-friendly projector. Better yet, this winner also doubles as a white noise machine to soothe them right to sleep.
Amazon Basics Full Toy Kitchen Set
You can never have too many cooks in the kitchen when it comes to this play set. With doors that open and close, knobs that turn and click, and sights and sounds from a real kitchen, they won't have to use their imagination too hard. Who knows, maybe your little one is the next Michelin star chef in the making.
Oppenheim Toy Portfolio's Platinum Award Winners 2024, as seen on TODAY
Creativity for Kids Easy Sparkle Window Art Kit
Now that the holidays are around the corner, they’ll love decorating your home with holiday decor or will enjoy unwrapping the kit underneath the tree. Inside this kit are different Christmas-themed images they can color and craft with the included materials to make your window festive for the season.
Crayola Ultimate Light Board
Oppenheim calls this toy “One of the best art activity sets of the year!” The reason is that board becomes an easel for them to draw and create on. But the best part is that the board lights up to bring their masterpiece to life.
Tossit Suction Cup Dart Game
Tossit are silicone pieces that are in a similar shape to darts, but are meant to be safe. You toss it (no pun intended!) like a dart, but instead of a point, it has a suction cup at the end.
The idea is that you’re trying to get your color (there are four) closest to the black piece," says Oppenheim. "You need to have a flat surface — we went with our door, but you can use anything that’s smooth to accept the suction. This would be a great choice for holiday fun for a family get together."
Parents Best Toy Awards winners previously on TODAY
Grace Bastidas, the editor-in-chief at Parents, previously stopped by the show to share some of their Toy Awards winners.
Baby Einstein Chase & Tap Earl Crawling Baby Toy
This interactive rolling toy activates motor play with options to either use while standing, crawling or stationary. They'll love learning about all shapes, numbers, melodies and more while listening and dancing along with Earl’s wheels and lights.
VTech Sort & Discover Activity Wagon
Each side of VTech's Sort & Discover Wagon is full of surprises. From peek-a-boo doors to shape sorting, there's endless fun — and opportunities for storage — with the toy. And as they push and pull it to their next adventure, the wagon will play music they'll want to sing along to.
Abacus Brands Bill Nye Rocket Lab Virtual Reality Kit
Bill Nye the Science Guy will teach them how rockets work through this unique virtual reality kit. From the history of rockets to the planets they explore, your tween or teen will be space experts thanks to all that the kit offers. That includes its VR goggles, rocket building kit, among many other features they'll love.
The Toy Insider top holiday toys
Educational Insights Kanoodle Ultimate Champion Brain Teaser Toy
See if you can solve all the tricky brain teasers in this TikTok viral puzzle game! They’ll set up the pieces according to the guide and then try to solve each puzzle before the time runs out.
PLAi Poe the AI Story Bear
This cute bear magically comes to life to tell kids unique and fun stories of their own creation. While they can create endless new tales, any that they love can be saved and played over and over again.
Thames and Kosmos Pinball Machine Maker
This kit allows kids to make a functioning pinball machine of their own using the obstacles like bumpers, slingshots, bells and more. Even better, it comes with edible gum balls that they can use as the pinballs.
Walmart Top Toys
Barbie Mini BarbieLand Doll & Vehicle Set
Barbie is ready for her road trip in BarbieLand! The playset comes with a doll, car and tent, so your kids can take her on a grand adventure. To make play time even more fun, when they pour cold water over the car it will change colors.
Moose Games Pickleball Blast
Kids can get in on the pickleball craze at home with this fun game! They'll use their paddle to smash the wiggling pickle and flip over their opponent's pickle lids. The brand says it's perfect for kids aged 6 or older. It requires two people to play, so it's great for siblings or sleepovers.
Mattel Jurassic World All-Out Attack Tyrannosaurus Rex
Inspired by the “Jurassic World: Chaos Theory” animated series, this T-Rex action figure has plenty of fierce features that will inspire hours of imaginative play. When they press the button, the dinosaur will thrash its neck and let out a fierce roar — hit it five times in a row and the roar is even louder!
Magna-Tiles Space 32-Piece Magnetic Construction Set
For the kiddo that loves everything outer space, this magnetic construction set from popular toy brand, Magna-Tiles, will have them building for hours. It comes with 32 pieces, ranging from squares to triangles (even a rocket with wheels!), for playtime that will truly be out of this world.
Kohl's Top Holiday Toys
Lego Harry Potter Hedwig at 4 Privet Drive
This Lego kit is the perfect stocking stuffer for Harry Potter fans aged 7 and older. They can put together the pieces to build Hedwig and a trunk with a portrait of Harry Potter and his parents, the book "A History of Magic" and a wand.
Hello Kitty 50th Anniversary Plush
This year is the 50th anniversary of Hello Kitty. Celebrate the occasion with this sweet stuffed animal. The colorful Hello Kitty plush comes with a special edition teddy bear of her bestie, Tiny Chum.
Disney’s Mickey Mouse E-I-Oh! Singing & Dancing Plush
This is the perfect sing-along toy for the kiddo obsessed with Mickey Mouse and nursery rhymes. This classic Disney character not only sings Old McDonald, but he can also play a “What Animal Sound is That” game!
Hasbro Mr. Potato Head Super Spud
Yes, Mr. Potato Head is still cool. This super spud set comes with both Mr. and Mrs. Potato Head bodies, two pets and over 45 accessories so kids can mix-and-match to create unique characters.
Little Live Pets My Really Real Puppy
If your little one has been begging for a pet but still needs to learn a little responsibility, this toy is the perfect way for them to practice. It features super soft fur, blinking eyes and weighted paws so the brand says that it feels "oh so real." When they feed him or pet him, he'll make sounds and react just like a real dog!
TTPM Most Wanted List
Disney Crystal Surpris Series 1
They'll open up this ball to discover a fun surprise — a crystal mini figure! Kids can collect classic characters like Stitch, Belle, Moana and more.
Sesame Street Chicken Dance Elmo Plush
Get ready to cluck, flap your arms and dance along with Elmo. Not only does Elmo dance along to his own unique version of “The Chicken Dance,” but he also tells jokes and giggles along with kids.
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How we chose
To create this list, we looked at Amazon and Walmart's hot toy lists and selected a handful of our favorite picks from each one. Our Gifts We Love selection is truly authentic and representative of our editors. We also selected some bestselling toys from our coverage last year, as well as toys that are currently on sale.
As an editorial team, we independently create content and determine coverage based on research, reporting and what we think TODAY.com readers would like to read about. The goal of our content is to provide a service and inform readers who are on the hunt for the latest products to help make their life better. Items are sold by retailer, not TODAY. Pricing and availability are accurate as of publish time.
Meet the experts
- Grace Bastidas is the Editor-in-Chief of Parents and currently hosts the podcast That New Mom Life.
- Stephanie Oppenheim is the co-founder of the independent toy review, toyportfolio.com.
- Laurie Schacht is the President and Chief Toy Officer at Toy Insider.
Has your product been featured?
Shop TODAY is editorially independent and our team of editors and writers work hard to pick the best products to share with our readers and viewers. We may license our logo to brands or products that have been featured on Shop TODAY. Click here if you’re interested in licensing your inclusion in Shop TODAY content or to learn more from our licensing partner, Wrights Media.
