The holiday toy race is officially underway, and some of the biggest retailers are already offering a preview of what could be topping kids’ wish lists in 2026.
Amazon recently unveiled its annual Top 100+ Toys list, with this year’s picks leaning heavily into collectibles, sensory play, screen-free activities and toys inspired by some of kids’ favorite characters and franchises, including Pokémon, Marvel and Bluey.
Over at Walmart, many of those same trends are taking shape. The retailer’s current “top-trending toys” include everything from magnetic building sets to character-driven picks.
And then there’s the social media effect, which continues to have an outsized influence on what kids are asking for, particularly when it comes to small, collectible and sensory toys. Squishy toys are having an especially big moment in 2026, with some independent toy stores struggling to keep them in stock.
Nostalgia is also meeting the next generation: Classic names including LEGO, Barbie, Hot Wheels and Play-Doh remain prominent, while Pokémon is enjoying another major moment as the franchise celebrates its 30th anniversary.
Whether you’re getting an early start on holiday shopping or just trying to figure out what your kids keep talking about, we rounded up some of the top trending toys of 2026 below.
