There isn’t much time left to get your holiday gift-shopping done, especially if you need your online orders to arrive before Christmas or Hanukkah. So in keeping with Strategist tradition, I’ve rounded up the most exciting and sought-after toys that kids of all ages are putting at the top of their wish lists this year.
To create this list, I started visiting toy fairs over the summer to get an early look at new launches, innovations, and updates. Then I spent months trying out the most exciting releases, from inspecting the tires on off-road balance bikes to witnessing the “birth” of the latest Hatchimals. I also discussed the state of toy trends with the brightest minds in the toy industry and polled cool and stylish parents, aunts, and uncles to kids of all ages to find out what real kids are actually asking for.
I learned that toys involving magical reveals, anything miniature, satisfying sensory experiences, and interactive animals are still very popular. Jellycat stuffed animals and bag charms are also having a major moment. And there’s an ongoing industry-wide push, in response to consistent parent demand, to keep kids engaged without resorting to screens — whether it’s through a singing Ms. Rachel doll for toddlers or an especially challenging LEGO Technic set for older kids.
The 18 toys below are the most covetable and brag-worthy of the 2024 holiday season; some have consistently been selling out and restocking in waves. So if there’s something you really want, now’s the time to buy it.
And if you’re looking more great gift options, we also have gift guides for kids of all ages, including 1-year-olds, 2-year-olds, 3-year-olds, 4-year-olds, 5-year-olds, 6-year-olds, 7-year-olds, 8-year-olds, 9-year-olds, 10-year-olds, 11-year-olds, and 12-year-olds — plus the meticulously curated Strategist Toy Store, filled with all our greatest hits.
Jellycat bag charms
I’ve been a Jellycat stan for close to a decade; the brand turns 25 this year. But I have never seen the stuffed fruit, veggies, sports balls, and baked goods sell out quite as quickly as they have in 2024. I have heard from three separate tweens that the brand’s mini plush bag charms are the toy-slash-accessory they most want to receive over the holidays. While this adorable soccer ball with arms is still available, they are all going fast. And a word to the wise: Make sure to buy from a reputable retailer, as fakes, unfortunately, abound.
MagnaTiles in multiple sizes
This year MagnaTiles launched two new sizes of magnetic tiles: mini ones called MicroMags, and a few larger-scale pieces that are labeled XL. Both have been extremely popular because they open up new building possibilities, plus the MicroMags are very cute. You can even buy a dedicated set of MicroMags that comes in a travel-friendly storage tin and would fit perfectly inside a stocking. Or both the MicroMags and the XL tiles have been incorporated into several new deluxe and combo packs. I’ve already seen the travel set of MicroMags sell out once so far; I’d bet the deluxe space shuttle set or the XL builder set that comes with trucks will also be in demand.
NeeDoh Nice Cube
NeeDoh squish toys are on another level, with cool retro packaging and fun, unique shapes. So it’s not surprising that the giant NeeDoh Nice Berg is now among Amazon’s top selling holiday toys. It’s also very hard to find one that’s available to buy online and will arrive before Christmas. But you can still buy the original NeeDoh Nice Cube, which is featured in our sensory-toys gift guide.
Daisy the Yoga Goat
This year there are a lot of cartoon characters and cuddly animals that crawl, dance, and jump up and down. But this goat named Daisy that does yoga, drinks from a water bottle, meditates to soft music, and farts is my favorite of the bunch. I like that it’s not a specific licensed character, so it’ll appeal to a broad group of kids; it’s also more unique than the classic interactive baby doll, dog, or cat. The box says it’s for children 4 years old and up, but the sweet spot is probably between ages 4 and 6.
Squishmallow Bean-Bag Chairs
Squishmallows recently released adorable animal-shaped bean-bag chairs in three different designs: There’s a purple cow, a cat, and this pink axolotl, which will undoubtedly be the most popular. The chairs are just under two feet tall, making them an ideal size for preschool and elementary-school kids.
LEGO botanical garden
The recently released LEGO botanical garden is among the brand’s most sought-after new sets — even my editor is asking for one! — because it’s a challenging big-ticket build with a nice-looking payoff. It comes with 12 mini figures and 35 species of plants.
The Mini Nugget
If you don’t dillydally, you can still get the mini Nugget play couch in lavender, yellow, or pink. The brand made a small-scale version of its popular foam furniture for the first time in 2023 and it sold out remarkably fast; it’s now back again for another limited run in five colors, though blue and green have already sold out. It’s the perfect size for American Girls and many other dolls. Or kids can use it as a fort for stuffed animals or action figures, a ramp for toy cars, or simply a set of soft blocks to stack and knock down.
Hatchimals Mystery Hatch
This giant interactive hatching egg takes kids through a series of prompts that culminates in the birth of a pink or purple winged baby unicorn. To coax your Hatchimal out of its shell, you must cuddle, tap, rock, and lift the egg until it starts to crack and a poof of magical mist and music drifts out; I watched a demo of this process at one of the toy fairs I attended this year and could not look away. After the baby unicorn hatches, kids can feed it, teach it to “talk,” play peekaboo, and tickle or pet it to make it flutter its wings and dance. It’s a bit like a cross between a Magic Mixies and a Furby, and great for kids from 5 to 7 years old, with plenty of play value even after it’s hatched.
Furby Furblets
Speaking of Furby, this year the brand released a new line of mini Furblets that tap into two trends: miniatures and bag charms. They are small enough to wear on a backpack, but just as interactive as a full-size Furby: They sing, move their ears and eyes, and even harmonize with each other.
Spidey and His Amazing Friends Mega Jump HQ Track
My almost 2-year-old son is a car guy, so I am drawn to toys that go vroom, especially this Spidey-themed dual racetrack. It has an elevator in the back that lifts two (very cute) cars up to the control center and ramp launch. Once released, the cars break open double web bridges, soar over jumps, and blast through doors.
Story Dream Machine: Sesame Street edition
The Little Tikes Story Dream Machine has been a nice baby step toward letting my son watch TV. But because it projects still images on the wall while reading a story, it doesn’t feel like true screen time. I’ve watched it climb in popularity over the last few months and have been happy to see such an excellent toy get the recognition it deserves. We have the original version, but this primary-colored Sesame Street special edition is nicer looking and what I would buy as a gift.
Monster High doll house
Monster High dolls are skyrocketing in popularity. I love that older kids now have a line of cool goth fashion dolls to play with that don’t feel babyish. Of all the Monster High toys, the thing to get is this Barbie Dreamhouse–esque haunted high-school play set that comes with a secret potion room and a trapdoor.
SpongeBob Reversible Plushies
This year marks the 25th anniversary of SpongeBob SquarePants, so there’s been an influx of new toys featuring characters from the show. Since SpongeBob and his pals trigger big-time nostalgia among young adults who watched it as kids, there are a ton of collectibles to choose from, including Funko Pops and lots of blind box toys. But I’m particularly fond of these cuddly TeeTurtle reversible plushies that are available in nine different combinations, my favorite of which is this Mr. Krabs that transforms into a Krabby Patty.
Moana American Girl Doll
Though the much-anticipated Moana sequel doesn’t come out until Thanksgiving, there are already lots of great tie-ins, including this American Girl Moana doll. It’s the most majestic of all the Moana 2 toys and the one that’s most likely to remain in play the longest. The doll’s necklace opens to reveal a sea star like the one Moana receives from her sister in the movie, and for $40 extra you can get an accessory set that includes a doll-size plush Pua, a Heihei toy with eyes that bug out when you squeeze it, a floral lei, and an oar.
[Editor’s Note: The Moana doll is backordered until January 10 online. But you can still pick one up in select American Girl stores.]
Peg Perego RealTree Camo Polaris RZR 900
Peg Perego is most widely known for baby gear like strollers and high chairs, but it also makes extremely popular and very realistic ride-on vehicles for kids of all ages, from toddler on up. The brand sells utility trucks, John Deere tractors, and even a mini Ducati, but of all the ride-on toys it offers, I’d suggest this four-wheeler that’s designed for kids ages 3 to 8: It’s less expensive than many of the other vehicles, though still a splurge, and the realtree camo design gives it fashion-world cred that will appeal to cool parents.
[Editor’s Note: The camo Polaris is currently sold out, but you can still get some of Peg Perego’s other ride-on toys in time for Christmas.]
Super Smalls Gemify Sunglasses Kit
I have been writing about (and wearing) jewelry from the kids’ dress-up and accessory brand Super Smalls for the past few years. Certain in-demand items like the giant sticker books and holiday craft kits are always at risk of selling out around this time of year. But now that this adorable decorate-your-own-sunglasses kit has made the list of Oprah’s Favorite Things for 2024, I recommend ordering it and other goodies from the brand ASAP.
[Editor’s Note: This specific kit is currently sold out, but you can still get most of the brand’s bead kits and jewelry sets in time for Christmas.]
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.
