Toy and game companies are pitching a holiday lineup, with manufacturers submitting picks that range from sensory novelty and modular playsets to collectibles and interactive versions of familiar characters. The selections, compiled from company submissions, are intended to flag products that makers believe retailers should watch. They are not independent test results or a publication ranking.
Several picks rely on physical reaction and repeat play. Goliath’s Chester, a butt-shaped plush character, wiggles and makes comic sounds when children squeeze or stretch its cheeks, and dances when its head is pressed. It is listed at $29.99 for ages 8 and up and requires three AAA batteries. Schylling’s NeeDoh countdown hides six NeeDoh surprises and seven Halloween treats behind 13 doors, priced at $14.99. Horizon Group USA’s slow-flow glitter stress toys, licensed to properties including Squishmallows, Hello Kitty, SpongeBob SquarePants, Minecraft, Bluey, and Pudgy Penguins, are listed at $4.99–$8.99.
Larger play patterns emphasize reconfiguration. Mattel’s customizable dollhouse has nine indoor and outdoor play areas, two pools, two slides, more than 65 accessories, and two house structures that can become one large home or two connected houses with a bridge. It is priced at $214.99 for ages 3 and up. Simplay3’s oversized sensory nest is designed for several children, rocks and spins in any direction, and is listed at $129.99 for ages 2 and up.
Building and vehicle sets add movement and story. Fat Brain Toys’ air-powered tube set uses adjustable airflow to send foam balls racing, hovering, and popping through configurable builds, priced at $129.95. Hasbro’s 11-inch action figure converts into a car in four steps and includes accessories for both modes, at $54.99. Spin Master’s Rocky recycling truck has a light bar that triggers a two-foot inflatable dinosaur, which can be repacked and inflated again, with movie-inspired sounds; it is priced at $64.99. Ravensburger’s 56-piece BRIO World Space Deluxe Train Set adds a multilevel layout, tunnels, a space station, a rover, and a shuttle with lights and sounds, listed at $279.99.
Franchise-driven toys appear across categories. The Pokémon Co. International’s 30th-anniversary Elite Trainer Box introduces a Futuristic Rare card rarity, all-foil cards, new visuals, and the return of 30 classic Pokémon; it is priced at $49.99 for ages 6 and up. Jazwares’ Pikachu figure offers more than 100 action and sound combinations, touch sensors, blinking eyes, mouth movement, and soft puppetronic play, at $79.99. Tonies’ Toniebox 2 Pokémon set, inspired by Pikachu’s yellow colorway, includes Pikachu, Squirtle, Charmander, and Bulbasaur figures that play stories and songs on a screen-free audio player; it is priced at $199.99 for ages 5 and up.
Bluey and other entertainment properties also anchor construction and role-play. The LEGO Group’s 106-piece Bluey set includes Bluey and Rusty mini-figures and a school scene with a mini kitchen, café, hospital, and baby-care area, inspired by the “Early Baby” episode; it is listed at $24.99. A two-foot-tall Bluey five-story home playset has themed accessories in each room and a chimney top that projects spinning stars and moons, priced at $149.99. Playmates Toys’ Mega Thunderzord lights up its eyes and plays more than 15 phrases and sounds when a chest button is pressed, at $37.99. A 502-piece Minecraft Skeleton set has a jointed neck and arms, a removable diamond helmet, bow, arrow, and grass base, and unlocks an in-game skull cap; it is listed for ages 10 and up.
Collectibles and compact games fill out the list. MGA Entertainment’s eight mini dolls, each inspired by a music genre, come in pink disco balls with a vinyl record player on top; spinning a mini record unlocks surprises, and the line is priced at $11.99 for ages 4 and up. Super Impulse’s Drip Drops Series 1 offers 16 tiny sneaker styles with display shoeboxes, real laces, display cases, and keychains. License 2 Play’s Domo collectible returns with a blocky shape, fuzzy texture, and wide-open mouth, priced at $4.99–$14.99. TOMY International’s woodland-themed blind boxes carry uplifting messages and are priced at $18.99–$24.99 each. Fizz Creations’ pocket-sized keyring arcades offer PAC-MAN, Tetris, and Grinch-themed games at $16.99–$39.99, while Taco Cat Games’ go-kart card game for ages 7 and up uses three races and swap cards to change the odds.
Technology-forward entries include CRA-Z-ART’s instant-printing camera, which produces black-and-white photos without cables or extra devices and comes with markers and stickers, and Hapiko’s voice-powered sticker maker, with AI sticker creation, filters, and assurances that it is not “always listening.” Golden Bear’s Strikesphere basketball trainer uses light-guided drills in three game modes and an LCD scoreboard to track high scores; it is priced at $99.99.