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It may not be the holiday season just yet, but we would argue that the most magical time of the year is officially here. And that’s because The Toy Insider just announced its much-anticipated hottest toys lists for 2026 — and gave us an exclusive first look.
Today, The Toy Insider dropped its Hot 20, STEM 10 and 12 Under $20 lists outlining the top gifts for kids for the holiday season. And editor-in-chief Ali Mierzejewski stopped by the 3rd hour of TODAY to exclusively reveal some of the toys from the lists that every kid will be asking for, from science kits to dolls that “KPop Demon Hunters” fans will obsess over.
We also sat down with Mierzejewski to get her insights on even more of the toys from the lists. Keep reading to see all of The Toy Insider’s picks for the holiday season.
The Toy Insider’s hottest holiday toys seen on TODAY
Mierzejewski calls the latest version of Tickle Me Elmo a “slam dunk product,” as she says, “everybody loves Elmo.” She adds, “It’s one of those characters that really just speaks to your heart. And so when you watch him laugh, [Tickle Me Elmo Giggle Max] especially, when he goes into hilarious, contagious giggle fits, you can’t help but laugh along. It’s just such a wonderful, joy-sparking product.”
Blind boxes are all the rage for kids, and there are seven different fun home scenes for kids to discover with Starbox’s collectibles. They’ll open the box to discover a sweet light-up nook scene with a cute animal friend. Lucky collectors can try to find the rare Nook Nook with a special glowing twist.
Not only is this “so bright and colorful,” but Mierzejewski says she loves this chemistry set because each experiment comes with instructions, as well as a Barbie illustration that helps break down how the science works for kids. They can try fun experiments like building test tube fireworks and making a lava lamp.
They don’t have to leave the house to explore the forest, thanks to this set! It comes with 42 magnetic pieces that they can connect to create fun nature scenes, including a treetop hideout and habitats for the moose and squirrel figures.
Mierzejewski says adding these three dolls from the “KPop Demon Hunters” movie to their list was a “no-brainer.” She adds that, “everyone’s going to want” these dolls, as they sing their hit from the movie, “Golden.” They even come dressed in outfits inspired by the characters’ movie looks.
If it wasn’t already clear, Mierzejewski shares that The Toy Insider holiday guide “is really packed with KPop Demon Hunters stuff.” (It’s not surprising considering what a phenomenon the movie continues to be.) And if your kid isn’t a doll person, they’re bound to love these squeezable Squishmallow versions of Sussie and Derpy from the film.
Everyone loves a toy car. But this is one that kids can actually put together themselves! As they snap together the components, they’ll learn how real racing cars are built. And then it’s off to the races as they drive it around and discover the working four-speed manual transmission, drive wheel torque and more.
The Toy Insider’s Hot 20 Toy List
Fisher-Price Little People Toddler Toy My Mario Adventure Playset
Mierzejewski calls this a “really fun gift,” as it has so many elements that parents and kids will love. Not only is it from Fisher-Price, a beloved brand, but it also helps introduce kids to something that many parents know: the world of Mario. “It’s really engaging and fun and definitely worth the price point.”
“Parents can trust that this is going to be a really great ‘wow’ gift at the holidays,” Mierzejewski says about this ride-on toy. “You know, adults get cars with bows on them all the time. So why not our kids, too?”
Kids will love zooming around in the car, and parents will appreciate the added safety features, which include a seatbelt and a parent remote control.
Mierzejewski calls this playset from Play-Doh “a great imaginative toy.” She adds, “This Super Sizzlin’ Kitchen Playset is so fun. I’m really in love with it. It’s got tons of accessories that it comes with [as well as] Play-Doh and molds. But to me, the best part is the pasta maker: It’s just so cute and so on-trend!”
Disney Darlings Magical Birthday Surprises Winnie the Pooh Doll
Mierzejewski says that they typically include a toddler-focused doll on their hot list, “because that nurturing play is so important and it just never really goes out of style.” This sweet doll comes dressed in a Winnie the Pooh-themed party dress and has multiple touch points that spark reactions when the doll is being fed or cared for.
Yoshi is ready for a snack! When kids lean the figure forward, he’ll stick out his tongue and scoop up the toy apple. Mierzejewski loves that the “mechanism is really easy for kids to use,” so they can play with him all by themselves.
“Gabby is a big pick for us this year,” says Mierzejewski. “We really love her — she’s irresistibly cute as well.” Aside from the cuteness, Mierzejewski says that Gabby really brings the “wow” factor, growing from a cub to a bigger toy as kids nurture and play for her. “It really looks like she grows right in front of your eyes, and she also has all of the FurReal aspects: She’s got a hundred sound and movement combinations. She comes with accessories that she interacts with as well.”
“The reason why we picked this one was because it’s that really great Melissa & Doug quality at an affordable price point,” Mierzejewski says. “We also love that the Cheery Lane playsets are modular. So you’re not locked into how the house is built. You can move things; it’s got movable furniture as well. [And] you get all these accessories inside.”
As Bluey’s biggest house to date, this is the ultimate gift for fans of the series. It has 12 different inner play areas as well as plenty of lights and sounds, so Mierzejewski says there is “tons of interactive play to keep kids engaged.”
Another great thing about this toy is that multiple kids can play with it at once. “All of your kids can play together with something like this, which also makes it really great bang for your buck as well,” she adds.
“Paw Patrol” vehicle toys tend to be popular for kids every year, Mierzejewski says. But it’s not surprising that she points to the inflatable dinosaur as the standout feature of this one. “Once you open it up, you get this phenomenal reveal of the inflatable dinosaur … it’s two and a half feet tall; it’s amazing. You can also detach the dinosaur — which I really like — and play with the dinosaur on its own. And then it’s really easy to just fold up and put away, and you’re back to just your typical recycling truck.”
The Chompsaw — a kid-safe power tool — made The Toy Insider’s STEM 10 list last year, but this year, the brand launched its new Inventor’s Club subscription program. The program, which starts at $26 per month, features projects and materials for them to complete with their Chompsaw, like building a working ukulele or creating a catapult.
“Get ready with me”-style toys have been a big trend in the toy industry, Mierzejewski says, and this mega slime set is the perfect example of that. It comes with a Gua Sha tool and roller that can be used to stretch and roll their creations after they make the slime. “It’s like a beauty experience, but you’re making slime with it, which is so fun and playful,” she shares.
NeeDoh’s squishy toys are arguably the most sought-after collectible item of the year. They’re routinely sold out at major retailers, which has given way to a vast counterfeit market. To ensure you’re getting the real ones, Mierzejewski says that you want to ensure they’re coming from the manufacturer, Schylling. She also suggests buying them from your local toy store. “Your local toy store staff will know which ones are stocked and which ones are real,” she shares.
Primal Hatch’s dinosaur toy was one of the top picks for kids last year, and this Megalodon version promises to be just as popular this year. “You add water to your shark tank, and then it bubbles and fizzes and foams, and it’s got a whole experience to it. And then your shark jumps out, which is so fun,” Mierzejewski says. She adds, “We’re huge fans of this one because this reveal can be done over and over again, so it’s not just one and done; you can do repeat play.”
“I always always say that Pokémon is never making a comeback because it never goes away. It’s been consistently popular year after year for 30 years, which is just incredible,” Mierzejewski says. And this trainer box comes with “everything you need to celebrate,” the brand’s big 30th anniversary, she shares, including plenty of cards, booster packs and opportunities to discover rarities.
The box won’t launch until later in September, so you’ll want to bookmark the product page.
From the ability to open and close Pikachu’s eyes and mouth to his ear movements, there are so many features that make it feel like you really have your own Pikachu in your home! Mierzejewski adds, “We think this one is super fun and any adult we’ve shown this to has been amazed.”
Record players have made a big comeback lately, and this takes this trend and makes it mini. “This one is so cool because it actually plays real records,” Mierzejewski says. She adds that you can collect other mini records from the brand, including hits from Britney Spears, blink-182, The Beach Boys and more, to play on the device.
“Trading cards is one of the biggest growing [areas] that we’re seeing in the toy industry,” Mierzejewski says. “People are really going back to trading cards.” And next to Pokémon, the Disney Lorcana brand is one of “the biggest brands out there,” she adds.
Kids can collect a number of their favorite cards and characters, and this one features a Rapunzel card, booster packs and more.
Lego Star Wars Smart Play: Throne Room Duel & A-Wing Interactive Building Toy
Lego introduced its new “smart brick” technology earlier this year, which allows kids to bring lights, sounds and actions to their Lego bricks. Mierzejewski says the new smart features bring even more innovation to the classic toy. “You can use your imagination, but you also have these fun sound effects and interactive play built-in that just really makes it fun.”
The Toy Insider’s STEM 10 List
This isn’t your average train set! This out-of-this-world playset features 40 pieces, including a space station, astronaut and glow-in-the-dark alien characters and a planetary railway that they can customize. According to the brand, as they play with all the pieces, it will encourage them to develop fine motor and storytelling skills.
This play set takes slime and makes it into a fun learning experiment! They can customize and dissect their gooey creations while mixing and matching colors, textures and more.
The Crunchinator comes from the brain of Mark Rober, a former NASA engineer and YouTube phenom. The brand says the tool increases kids strength by 30 times, so they can easily (and safely) crunch and smush things like cans, old plastic containers, candy and more.
Mindframes Click ’n’ Create Complete Wearable Construction Set
A construction set that kids can wear? We know creative little ones are going to love this. They can snap together the pieces to make glasses, crowns, wings and so much more. They can follow along with the guide or use their imagination to see what they can come up with.
This cool set lets kids control what happens with the included smart blocks and smart cards. With the cards, they can choose Dash’s route, make him stop, turn around and more. There are no screens, but they can control the action from afar, just like a game they would play on the computer. This toy is set to be released later this fall.
Kids can bring their drawings and creations to life in a whole new way with this unique printing pen. Simply plug it in, let it heat and they can draw all kinds of free-standing 3D structures, from buildings to trees and so much more.
With this kit, they can construct a beautiful flower that they can display on their shelf for years to come. But that’s not all! The kit includes a solar panel that generates energy and makes the petals spin.
The Toy Insider’s 12 Under $20 List
It’s time for an animal jamboree, and your little one is bringing the music. They can shake the flamingo maracas, beat the drum or clack the hippos to make their own beats.
There are endless play possibilities for this toy. It can be a seat, helmet, spinner and so much more. Kids will use their imagination to dream up all new ways to use it.
It doesn’t get more classic than a sweet plush toy. And the Butterluvs are said to be especially soft and snuggly. There are so many animals for kids to collect, including a monkey, capybara, rabbit and more.
Introduce them to the world of Dungeons & Dragons with these collectible blind boxes. Each one features its own creature and a D20 die that they can use to start storytelling.
Calling all burgeoning collectors! Happy Haul has so many different plush figures for kids to unbox. The company drops new characters throughout the year, and its latest release included beloved characters like SpongeBob, Stitch, Winnie the Pooh and plenty more.
There are nine different slimes and putties in this kit for kids to explore. They can customize each one with bingsu beads, rainbow sprinkles and foam to see how each of the textures change.
Get ready to fight like a KPop Demon Hunter! You can gift kids their favorite character’s accessory of choice, like Rumi’s Tiger Sword, Zoey’s Ghost Blades or Mira’s Curved Moon Sword and they can recreate scenes from the movie.
These quirky characters are perfect for collecting! There are five different versions for kids to unbox, including one exclusive character. Each one comes with accessories and plenty of opportunities for fun.
This is a gift that the whole family can enjoy. Two players will use the hands-free pump by sitting on it, stepping on it or pressing it and race to be the first one to make their balloon pop.
If they’re not a fan of soft fidget toys, this one is up for the task. The brand says the material has a soft yet firm feel that keeps its shape even after plenty of squeezes. There’s also an LED light inside that will flash for extra fun.
How we chose
All of the above toys were featured in The Toy Insider’s Hot 20, 12 Under $20 and STEM 10 Lists. 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 the expert
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 The Toy Insider.
- Ali Mierzejewski is the editor-in-chief of toy news and review site, The Toy Insider.
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