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October Prime Day is here. To find the best deals in every category, follow all of our Prime Day coverage.
The second and final day of Amazon’s October Prime Day sale, a.k.a. Prime Big Deal Days, ends tonight at 2:59 a.m. ET — so if you’re still waffling on a waffle iron (LOL), now’s the time to make your move. In the ever-entertaining world of toys, the biggest highlights have been a handful of excellent deals on splurge-worthy stuff that rarely goes on sale, like American Girl dolls, Yoto audio players, and Strider balance bikes. I also found a bunch of great deals on LEGOs and Duplos and caved, buying a set for my son. But the absolute best discounts were on more inexpensive toys like Squishmallows and Play-Doh.
Even with only hours left, there are still lots of great deals to be had on toys, board games, dolls, science kits, and more for kids of all ages. Everything below is at least 20 percent off, and I’ve primarily included toys we’ve written about before or that come from brands we know and love. The holidays are coming up fast, and October Prime Day is a great time to shop for gifts, so I’ve organized the list by price — you can use the table of contents to jump ahead, depending on how much you want to spend. I’ve also done the legwork of researching past sale prices to make sure the ones I’m recommending are legit. And not to be dramatic, but stock and prices could change at any time, so I recommend shopping sooner rather than later to avoid missing out on the best deals.
The deals I personally think are the best
Unless you have a very specific toy in mind that you’re hoping to see on sale, I think the best toys to buy on Prime Day are often basic sets of building toys like LEGOs and Magna-Tiles, because they will grow with your child, keeping them engaged for many years. I also think it’s an excellent time to invest in (and save on) splurge-worthy toys like a play kitchen or balance bike, especially if you can hide it away until the holidays. I’m ogling a gorgeous wood kitchen from Tiny Land whose price is a little easier to justify at 29 percent off. Finally, I recommend buying smaller toys in multiples — whether it’s mini-cans of Play-Doh, like this 36-pack for less than a dollar each, or a bundle of Squishmallows — because it’s a great way to knock out all of the party favors for your kid’s next birthday or have stocking stuffers and Secret Santa trinkets at the ready for every kid in the family.
Under $25
Here’s a new and just as cute way to Squish: A Squishmallows slime kit with ten different premade slimes and eight colorful mix-ins, plus exclusive rubber Squishmallow charms.
Sarah’s Silks dress-up toys and play scarves are constantly recommended to us by parents and teachers. This set of rainbow wings is a Strategist favorite and good for kids of all ages.
Ooly’s quick-dry, extra-vibrant paint sticks are a perfect intro to art-making that lots of older kids love, too, and today they’re 24 percent off. I’m a huge fan of them and just bought a set for my son.
This Spirograph set is designed with younger kids in mind: The jumbo gears will help small hands get the knack of using it.
I’d buy this 50th-anniversary Hello Kitty journaling set for older, more experienced doodlers.
For crafty elementary-school kids, Rainbow Looms are a very big deal. We featured one in our guide to the best gifts for 6-year-olds, and today you can get the loom for under $10.
Magic Mixies is a fun holiday gift because of the exciting reveal experience it offers. Right now, the best deal from the brand is on this magic-potion-revealing doll. It comes with special ingredients that you pour into the tube to make your potion. Then you push the jewel-shaped button on top and watch as the liquid goes from deep purply blue to clear and your new doll is revealed.
There are lots of good deals on Kinetic Sand, including a few Strategist favorites, like the construction-site kit that’s over 50 percent off and bulk bag of blue sand.
Felicia is part of the original series of Bratz dolls and has the Y2K outfits to prove it. No judgment here if you’re buying her for yourself or an adult collector friend, but at less than $20, it’s also an affordable gift for your friend’s 8-year-old daughter.
In addition to Bratz, a handful of Tamagotchis are on sale. They’re arguably the most iconic Y2K toy and another one that’s popular among kids and adults. There’s an OG Tamagotchi with a flip case that a very respectable 27 percent off. But the best deal is this Toy Story Tamagotchi Nano for just $10 today.
Green Toys is one of the best toy brands to shop on Prime Day, as it routinely offers deep discounts. The recycled-plastic toys are kid and parent favorites and last a long time.
Here’s a classic board game that helps bridge the gap between serious Pokémon fans and the friends and families of said fans who are much less familiar with the trading-card game. It’s easy to learn and fun to play (it’s really just a standard board game with a Pokémon theme), even if you’ve just learned who Gengar is.
If you’re looking to add a new Barbie to your kid’s collection, there are lots of great deals, including a water-safe mermaid whose tail lights up in the bathtub or pool.
I have heard from dozens of parents that giving elementary- and middle-school children a set of walkie-talkies is a great way to curb screen time and get them outdoors. This set is featured in our guide to the best gifts for 5-year-olds and is currently 44 percent off.
Under $50
There is no shortage of cute baby stuff in the world, but if you’re looking for a gift to bring to a baby shower, I’d suggest this adorable reef rattle.
It’s hard to appreciate how cool Clixo magnetic building toys are until you’ve played with them. I recently got my hands on a set and have found myself constantly snapping them together, bending them, building imaginary bugs, and just using them as magnets on our fridge. This is a very good deal.
There are a bunch of deals on Magna-Tiles today (the downhill racers set among them), but I like this jungle set because it includes four articulated animals and would make a great gift.
Another slime kit, because they’re such a good thing to have on hand for bad weather or sick days. This one from Elmer’s is more DIY than the Squishmallows one above; it includes one jar of slime that’s ready to play with, plus all the ingredients for making a variety of scented and sparkly slimes “from scratch.”
A fold-and-go dollhouse is a great toy for small-space living. This one from Melissa & Doug is a toddler-friendly classic, bigger than it looks, and a great deal at almost half off.
The most collectible and tradeable Squishmallows are the mini five-inch ones that don’t take up a whole bed. This set of ten would make a great gift for one special tween or fun stocking stuffers for a bunch of cousins.
This epic series of adventure novels — there are 97 books in all — has become a big hit with children ages 7 through 12. The Dawn of the Clans box set is the fifth in the series and includes six books.
If you’re sick of Advent calendars full of candy or throwaway toys, try this one. Each day for 24 days, kids get to open something science-y, from collectible gemstones to experiments like growing crystals and making test tubes glow.
Strategist contributor Youngna Park included this 20 percent off, glow-in-the-dark modular marble run in her guide to the best building toys.
Melissa & Doug makes some of the best and most affordable kids’ dress-up clothing. So if your costume trunk doesn’t already have an astronaut outfit, today’s a good day to get this one on sale.
Ticket to Ride, on sale today for almost half off, is the least annoying strategy game and the one that’s easiest to learn.
Under $100
If you’re willing to spend a bit more on Magna-Tiles, this builder set is also a great choice at 30 percent off.
I am a huge fan of Lovevery’s toy-subscription boxes because they are high quality and take a lot of the work out of shopping for developmentally appropriate toys. But this open-ended block set from the brand is a wonderful gift for families with kids of different ages and abilities. It’s truly a toy they’ll play with for years.
The ultralightweight foam on this remote-control Monster Truck means you can drive it over people’s feet or legs without hurting them. It also makes the truck less likely to damage your floors or walls.
The newer Spider-Man-themed Monster Jam monster truck is also on sale.
Yoto audio players are among the most recommended by parents, as they offer screen-free fun and educational content for kids. They are engaging for a wide range of ages and can function as a 24-hour family-friendly radio station, daily podcast, nightlight, and alarm clock.
At the moment, my almost-2-year-old son prefers playing with his Toniebox over the Yoto, probably because the figures look more like toys. Not only that, but he’s been able to use it independently since he was around 11 months old. This is an awesome starter set for Spidey fans and a very good discount.
I learned to sew at a very early age and loved spending full weekend days experimenting and making outfits for my dolls. This on-sale Singer sewing machine would make an excellent gift for similarly crafty tweens and teens.
If they’re more into taking selfies with friends, this nicely discounted Kodak instant photo printer will be equally engaging.
I recently saw this Playmobil Junior Cinderella Castle set at a toy fair and was tempted to stay and play with it for a while. It’s designed for children as young as 1 — the pieces aren’t tiny choking hazards like with the “regular” Playmobil line — and it has lots of surprises, like castle parts that rattle when you shake them, a removable dress for Cinderella, and a real working slide.
$100 and up
If you’ve got a toddler who’s climbing everything in your house, like I do, this on-sale Montessori-style indoor play gym from Avenlur will help redirect all that excess energy and help them master balance and climbing skills.
It is weirdly hard to find an affordable and nice-looking wood mud kitchen. But today you can get this one for $100 off.
There are lots of great play kitchens out there — but if I had the money, I’d buy a wood one with a retro vibe. This one from Tiny Land is still a splurge, but if you’ve had your eye on one like it, now’s the time to pounce.
Strider bikes are some of the most popular balance bikes for kids because they are durable, easy to ride, and have a high resell value. This isn’t the cheapest I’ve seen them, but it is a solid discount on a toy you’ll have for years.
Lots of tweens and teens will appreciate a pair of Apple AirPods Pro over any toy, and this is just about as cheap as they get.
Strategist writer Lauren Ro and I both own this Kiwico water and sand table. It’s much nicer looking than traditional plastic water tables, and more fun to play with as an adult.
Top LEGO deals
LEGO sets are among the most in-demand toys on Prime Day in all their forms — from toddler-friendly Duplos to the most advanced Creator building kits. But as with everything else on Prime Day, not every sale is worth your time. Below, I’ve singled out some of the actually very good LEGO deals that will give you the biggest discounts on the best bricks.
LEGO’s open-ended classic sets are a can’t-go-wrong investment since they are endlessly versatile.
LEGO Duplo sets are designed for the youngest builders, because Duplo bricks are easier to hold and too big to swallow. They’re also a good way to encourage language development and fine-motor skills. This Animals of the World set comes with 11 adorable pairs of adult and baby animals and their natural habitats that span seven continents.
For little Star Wars fans, here’s a Jedi LEGO set that kindergarten kids can do.
New York deputy editor Alexis Swerdloff is a particular fan of LEGO’s 3-in-1 sets that offer multiple builds per pack. This space-themed bundle comes with two 3-in-1 packs, doubling the already tripled fun.
Animal Crossing’s popularity may have peaked, but it’s still got oodles of fans — and this set makes me want to start playing again.
Just in time for Halloween, this Minecraft set features a pumpkin house, a witch, a frog with frog spawn, and lots of accessories.
The Strategist is designed to surface useful, expert recommendations for things to buy across the vast e-commerce landscape. Every product is independently selected by our team of editors, whom you can read about here. We update links when possible, but note that deals can expire and all prices are subject to change.
