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Just like it did last year, Amazon is kicking off its holiday sales season before Halloween with a second sitewide sales event in the leadup to Black Friday: Think of it as Prime Day, Part Deux. Officially titled Amazon Prime Big Deal Days and slated Tuesday, October 10, and Wednesday, October 11, it’s basically the same thing as the original Prime Day that took place in July — so here at the Strategist, we’ve simply been referring to it as October Prime Day. It’s a well-timed opportunity to stock up on holiday gifts before the what-do-I-buy-for-so-and-so shopping panic sets in.
There’s an enormous number of deals to consider, everything from fancy kitchen gadgets and home décor to skin-care essentials and stocking stuffers for all ages. But, as we’ve seen in the past, for every actually good deal there are a dozen or so that aren’t worth your time. So to help you make the most of the two-day event we are sifting through every sale to find the best products available at the biggest discounts.
As the Strategist’s resident toy reporter who talks to cool parents and toy experts all the time, I’m focusing on the best on-sale toys, including Strat favorites like a rock-tumbling kit, a preschool-friendly train set, a three-story Barbie dollhouse, and a miniature arcade game. I’ll be prioritizing the best deals of at least 15 percent off — but usually more — on expert-recommended products we’ve written about before. I’ll also be highlighting sales on great toys from beloved kid brands like Magna-Tiles, Lego, Crayola, Melissa & Doug, L.O.L. Surprise, and Hasbro. If you’re looking for toys for kids of a certain age, I’ve organized the list into four categories: babies and toddlers, 4- and 5-year-olds, 6- and 7-year-olds, and 8-year-olds and up.
I am finished updating this page for day two of October Prime Day, but the sales will keep going strong until midnight tonight. That said, stock and prices may change as folks get their last-minute shopping in. So if you see something you like, don’t dillydally. And to ensure you definitely don’t miss anything for the rest of the day (and for future sales), you can stay up-to-date by signing up for our newsletter.
For babies and toddlers
While visiting the Toy Fair recently, I toured Melissa & Doug’s giant booth and realized that I know very little about the brand’s array of wooden puzzles. This sound puzzle plays corresponding animal noises whenever kids put the correct piece back in its place.
This classic set of cuttable fruit is a favorite toy for preschoolers and an excellent add-on for play kitchens. Not only is it satisfying to slice through a wooden kiwi or banana, it also gives kids an opportunity to share.
This best-selling plush elephant sings or plays peekaboo behind its ears when you press on each of its feet. Babies and toddlers go nuts for it, and parents like that the sounds are gentle and there are no flashing lights.
Here’s an aesthetically pleasing baby toy that Strategist parents love. On top of being nice-looking, it works on many levels: walking, storing other toys, and as a place for dolls and stuffies to sit.
German brand Haba makes some of the most beautiful and well-made toys I have ever seen. And this bath whisk is no exception. Turn the crank to get the fun going.
If you’re looking for a not-too-garish first ride-on toy but don’t need it to be made of purely wood and organic fibers, this little scooter is a good compromise. It has all the buttons and sounds that little kids love as well as a stylish retro design. Plus, its wide and low wheels make it sturdy enough for kids 1 year old and up.
Most tummy-time toys are pretty static. But once they’re in the about-to-crawl-stage most babies could use a toy that gives them more of a workout. This hilarious rechargeable crawling crab will get babies to expend energy and might even distract my son from chasing our poor elderly dog.
For babies, there is no greater toy than a soft and effective teether. This one gently vibrates to increase circulation to the gums and reduce painful swelling.
This adorable (and very affordable) carrier truck from Melissa & Doug would make a good gift for kids who love watching fire trucks and other vehicles out the window, or even as an expansion of their at-home Paw Patrol universe.
Speaking of Paw Patrol, fans of Skye will love this sweet GUND plush.
But if your toddler is more of a Spidey stan, this mask-and-watch set is the way to go.
Prime Day is the best time to pick up big-ticket toys such as this modular Montessori play gym for adventurous kiddos.
These classic blocks are the perfect gift for kids who love to knock stuff down.
And this set of washable and nicely discounted nontoxic crayons is the perfect gift for kids who like to draw on the walls.
For 4- and 5-year-olds
Themed Magna-Tiles playsets, like this 50-piece Dino World, make great additions to any magnetic tile collection. The 30 percent discount makes buying it a no-brainer.
The Yoto Mini, a kid-friendly audio player, is an essential toy for loads of parents, especially those trying to limit screen time. This bundle comes with the player and a set of audio cards to get started, including Songs from the Playground, Story Shed, My First 100 Words, and a Make Your Own card that lets you record and replay music, podcasts, or anything you like.
(Or a special Steiff Tonie, if you’re a Tonies household.)
This Bluey play set is probably going to sell out at some point before the holidays. So it makes sense to buy it now, when it’s on sale, rather than later, when the resale prices hit.
Another more affordable option that would also make an excellent gift is this pack of four Bluey figures and accessories, including a convertible to roll them around in.
Kids this age are starting to really master pretend play, and this is a decent discount on a classic doctor’s kit.
But if they’re more into space exploration, this astronaut costume is a better bet.
Or there’s always this pizza costume for slice-loving New York kids.
Preschoolers will love playing this simple board game where they compete to see who can collect all the different colored acorns.
Ooly’s stix were mentioned multiple times by the parents we spoke to for our guide to the best art supplies for kids. This set lets children turn their crayon drawings into beautiful paintings by just adding water.
A peppy pair of gloves to keep their hands warm while scooting in cold weather.
Here’s a durable and solid wood sandbox, from Strat-approved brand KidKraft, for more than half off.
This wooden art table and organizer turns any playroom into a mini art studio. It has everything little artists need, including a hidden paper roll, paint cups, storage bins, dowels for hanging wet paintings, and a clamp for keeping paper in place.
But if your kid is more of a mini-chef than a mini-Monet, this set of kid-safe knives would make a cheap and exciting gift.
For the truly chef inclined, you can grab a great deal on this wooden kitchen play set (which is actually roughly the same size as the kitchen in my shoe-box apartment).
This neat tinned travel Uno makes a great stocking stuffer, road-trip toy, or game to pack for playdates.
For 6- and 7-year-olds
Clixo magnetic building toys came up in Strategist contributor and mom of two Youngna Park’s roundup of the best open-ended building toys. This 30-percent-off set comes with 60 pieces that you can use to build dragons, airplanes, robots, wiener dogs, and much more.
Judy Blume has been making independent reading fun for kids for generations. This Fudge boxed set will have your kid in stitches and excited to read more.
This tweens series of dolls is new to the L.O.L. Surprise universe, and we predict it will be irresistible to kids who are on the verge of tweendom themselves.
American Girl dolls are still popular but also still pricey. This one is less expensive than usual for a little bit longer today.
There are thousands of Squishmallows out there, but only a few that I like enough to buy them for the kids in my life. This is one of the ones I would buy, not just because it’s on sale, but because I love Hello Kitty, and it’s cute enough to look like a retro throw pillow.
Lots of kids like to trade these collectible mini Squishmallows with their friends. And this pack of food-themed minis will give them lots to bargain with.
Advent calendars have become big business in every product category you can imagine, including toys. And who needs chocolate when you can open a new mini Star Wars Funko Pop! each day? (Especially at 60 percent off.)
In this economy, it’s rare to get this good a deal on housing — even for Barbie — but for October Prime Day, this three-story townhouse is 30 percent off.
According to toy experts I’ve spoken to, this all-terrain RC truck is about to be one of the year’s hottest holiday toys. Now’s the time to snag one while it’s on deep discount.
The Little Mermaid was Disney’s big live-action release this year. This doll, which is fashioned after Halle Bailey’s Ariel, transforms the princess from mermaid to human with a turn of a dial. It’s a great gift for any kid who kept “Part of Your World” stuck in your head all summer long.
And if your mermaid-loving kid also loves a craft, this dreamy set of Perler beads will let them build their own underwater world.
We wrote about the Gravitrax Marble-Run in our guide to the best gifts for 7-year-olds. The STEM toy teaches elementary-school kids about gravity, magnetism, and kinetic energy with a modular design that lets them assemble the tracks in various ways. The endless possibilities for incorporating curves, free falls, and even cannon blasts will keep kids and adults entertained for hours.
For 8-year-olds and up
Snap Circuits have been a Strategist favorite toy for just about as long as we have recommended toys. This set guides kids to create and play over 20 different games, including a Home Run Derby game and one with a fan that shows text as it spins.
When the playdate needs a jolt, Jenga will get kids out of their shells, laughing and having fun.
These highly rated inline skates are $20 off and have light-up wheels — so they’re sure to be a hit. Plus, they’re adjustable, so they’ll fit for for more than one season.
The brand Thames & Kosmos is known for designing STEM toys that don’t feel like some sort of school assignment. This one in particular, a claw machine that you fill with candy, looks like so much fun I kind of want to build one for myself — especially for 45 percent off. But it also gets kids thinking about engineering concepts like leverage, hydraulics, gears, belts, and more.
A good non-screen-time gift for winter, when kids can’t go outside as much.
Strategy games like The Settlers of Catan are a fantastic, screen-free way to spend rainy or freezing cold days inside. If you don’t already own it, now is a good time to buy.
The 3Doodler is a favorite toy among tweens and their parents because it fosters creativity, is very affordable compared to 3-D printers (especially when it’s on sale like today), and you can build just about anything you can imagine by drawing it into existence.
This rock tumbler was recommended in our gift guide for 8-year-olds. It teaches kids about science, gives kids a fun reveal, and takes a long time so they learn patience.
If you’re looking for a gift for a Star Wars fan but are struggling to keep up with all of the new Disney+ releases, the fans we interviewed said a gift from The Mandalorian is a pretty safe bet. Here’s the main ship from the show, featuring some teeny miniatures of beloved characters inside.
Or if you’re looking to splurge (but still save over $100), you can skip all the DIY stuff and just get them an NBA-themed arcade game for their bedroom. A different Arcade1Up game was recommended to us in 2019 as one of the holiday toys to buy before it sells out.
The Strategist is designed to surface the most useful, expert recommendations for things to buy across the vast e-commerce landscape. Some of our latest conquests include the best acne treatments, rolling luggage, pillows for side sleepers, natural anxiety remedies, and bath towels. We update links when possible, but note that deals can expire and all prices are subject to change.
