Toy and game companies are assembling a wide holiday lineup designed to appeal to children across play styles, from sensory novelties and collectibles to large building sets and tech-enhanced toys. In a Toy Book roundup, manufacturers were invited to submit their own “Hot for Holiday” picks, highlighting products they want retailers to watch this season.
The submissions span several categories: imaginative worlds, hands-on experiences, sensory fun, tech-forward play and familiar franchises. The range also shows how broadly toy makers are pricing their holiday bets, with listed prices ranging from $4.99 to $279.99.
Examples from the list
- Goliath’s Chester is a butt-shaped, squeezable pal that wiggles and plays silly sounds; it is listed at $29.99 for ages 8 and up.
- A Mattel customizable dollhouse, priced at $214.99 for ages 3 and up, includes nine play areas, two pools, two slides, more than 65 accessories and a modular design that can form one large house or two connected houses.
- Fat Brain Toys offers an adjustable-airflow set that sends foam balls through tube builds, blending art, physics and experimentation, at $129.95.
- Hasbro’s 11-inch action figure transforms into a car in four steps and includes accessories for both modes, priced at $54.99.
- MGA Entertainment’s mini dolls, inspired by different music genres, come in pink disco balls with a vinyl record player on top; they are $11.99 for ages 4 and up.
The list also includes a 56-piece BRIO World Space Deluxe train set at $279.99, a Pokémon Elite Trainer Box at $49.99, a Toniebox 2 Pokémon set at $199.99 and a 106-piece Bluey Lego set at $24.99, among many others. Because the picks come from the companies themselves, the roundup reflects manufacturers’ holiday marketing priorities rather than an independent ranking.