Toy and game companies are pitching a broad holiday lineup that ranges from sensory plush and collectible miniatures to tech-enabled play and licensed franchises. In a seasonal “Hot for Holiday” roundup, companies were invited to submit their own picks, highlighting products they expect retailers to watch. The selections span imaginative worlds, hands-on experiences, sensory fun, tech-forward play and familiar characters, with listed prices from about $5 to $280. The roundup is based on manufacturer submissions rather than independent testing.
Sensory, active and hands-on play
Several picks emphasize physical interaction. Goliath’s Chester, a butt-shaped pal priced at $29.99 for ages 8 and up, wiggles and plays silly sounds when squeezed; pressing its head triggers dancing. Just Play’s 18-inch Tiggle Me Elmo Giggle Max, $39.97 for 18 months and up, offers laughter, full-body movements and other reactions. Spin Master’s Rocky recycling truck, $64.99, uses a light bar to release a 2-foot inflatable dinosaur and includes movie-inspired sounds.
Construction and experiment-driven sets also feature. Mattel’s $214.99 customizable dollhouse for ages 3 and up includes nine indoor and outdoor play areas, two pools, two slides, more than 65 accessories and a modular design that can form one large house or two connected houses with a bridge. Fat Brain Toys’ $129.95 airflow set sends foam balls through tube builds that blend art, physics and experimentation. Connetix’s $25 travel pack from Brave Toys packs 32 compact magnetic pieces and two sheets of reusable stickers into a carry tin.
Tech-enabled and interactive toys
Technology appears in toys that respond to touch, voice or sound. Jazwares’ $79.99 Pikachu offers more than 100 action and sound combinations, touch sensors, blinking eyes, mouth movement and soft puppetronic play. Tonies’ $199.99 Toniebox 2 Pokémon set for ages 5 and up includes Pikachu, Squirtle, Charmander and Bulbasaur figures that play themed stories and songs on a screen-free audio player. Hapiko’s voice-powered sticker maker lets kids create and print sticker combinations with AI; it includes filters and assurances that the device is not “always listening.”
Other entries mix digital appeal with physical play. King Chrome, a 12-inch Armorsaurs figure, throws punch-powered attacks, fires missiles and activates lights and sounds, with a Roblox code for in-game cosmetics. Hasbro’s 11-inch action figure transforms into a car in four steps and includes accessories for both modes, at $54.99.
Collectibles and familiar franchises
Licensed properties and collectible formats remain prominent. Super Impulse’s Drip Drops Series 1 includes 16 tiny sneaker styles from brands including Hot Wheels, Godzilla and Smiley, each with a display-ready shoebox, real laces, a display case and a keychain. The Pokémon Co. International’s $49.99 Elite Trainer Box for ages 6 and up marks 30 years with a new Futuristic Rare card rarity, all-foil cards and the return of 30 classic Pokémon. MGA Entertainment’s $11.99 mini dolls for ages 4 and up are inspired by music genres, packaged in pink disco balls with a vinyl record player on top.
LEGO’s 106-piece Bluey set, $24.99, includes Bluey and Rusty mini-figures and a school scene with a mini kitchen, café, hospital and baby-care section. Jakks Pacific’s $19.99 Donkey Kong playset has 2.5-inch Donkey and Diddy Kong figures that ride rails, swing on vines and climb ladders. Schylling’s $14.99 NeeDoh countdown hides six NeeDoh surprises and seven Halloween treats behind 13 doors.
Across the lineup, the common thread is variety: low-cost collectibles sit alongside larger playsets, while classic characters and new formats compete for space on holiday wish lists.