Introduction

With the big-box version of Toys “R” Us missing from the market again this holiday season, we expect to see major players in the US toys and games sector try to solidify their market positions. Retailers are introducing a number of initiatives to drive sales; we will discuss these in this report, in addition to assessing the top toy trends in the US this year. The appendix includes this year’s top toy lists from Amazon, JCPenney, Kmart, Kohl’s, Target and Walmart.

Where Are Shoppers Buying This Holiday Season?

According to a survey conducted by Prosper Insights & Analytics in October 2019, 35.9% of US consumers said they choose to purchase toys in a discount store, followed by 12.2% preferring to shop online. By retailer (not charted), the survey also found that 23.1% of the shoppers are inclined to buy toys from Walmart, followed by Amazon (11.5%) and Target (10.2%). [caption id="attachment_100182" align="aligncenter" width="700"] Respondents could choose only one option
Base: 7,782 US Internet users aged 18+
Source: Prosper Insights & Analytics[/caption]  

Top Toy Trends in 2019

Insights into customer demand this holiday season can be inferred from the top-rated toy lists that have been released by major retailers (see appendix). Although trendsetters such as Amazon, Target and Walmart offer some differentiation on which toys rank the highest, their lists do reveal top trends for the 2019 holiday season:

• Aspirational play toys
• Gaming consoles and tie-ins
• Interactive/nurturing toys
• Kid influencer toys
• Licensed entertainment character toys
• Retro toys
• Unboxing/surprise toys

We discuss these trends below. Aspirational Play Toys Aspirational toys incorporate features that enhance a child’s ability to learn, nurturing their natural curiosity and motivating them to explore skills and interests that could potentially guide their future career path. The idea behind these toys is to develop STEM (science, technology, engineering and math) skills by enabling children to play with DIY computers, electric motors or programmable robots in a safe way. The LEGO Star Wars Boost Druid Commander Set, which is featured in Amazon’s top toy list, allows children to build a droid by assembling the parts and animate it using the intuitive drag-and-drop coding feature. Other examples include Artie 3000, The Coding Robot (from Educational Insights) and Coding Critters (from Learning Resources). [caption id="attachment_100183" align="aligncenter" width="700"] Artie 3000, The Coding Robot
Source: Amazon.com[/caption]

Gaming Consoles and Tie-ins Gaming consoles are poised to account for the largest revenue share of the US toy market this holiday season. Walmart even introduced gaming as a new category in its top-rated toy list this year. The following gaming bundles are featured on the hottest toy lists for 2019:

• Nintendo Switch: This gaming console—which is featured by Amazon, Target and Walmart— got an upgrade in August 2019. Nintendo also released its new Switch Lite on September 20, just in time for the holiday season.
• Fortnite Jumbo Loot Llama Piñata: Targeted at older kids, this game features in Target’s top toy list and contains 100 surprise pieces including weapons, harvesting tools and back bling.

[caption id="attachment_100184" align="aligncenter" width="700"] Nintendo Switch 32GB console
Source: Amazon.com[/caption]   Interactive/Nurturing Toys In recent years, interactive toys have featured prominently on several retailer’s top toys lists. Examples include Fingerlings (by WowWee) and FurReal Friends (by Hasbro), which respond to touch and sound and act as a substitute for actual pets. This category has become even more crowded in 2019, with the introduction of a number of new products:

• Owleez (by Spin Master): This toy is featured in the top toy lists of Target and Walmart. Released only recently on October 4, the concept of the toy is that the child needs to teach it how to fly.
• Juno My Baby Elephant (by Wildluvs): This toy elephant, featured in Walmart’s list, responds to touch and interacts with noises and actions. The child needs to help Juno come out of her shell and teach her tricks.
• Hatching Toothless Interactive Baby Dragon (By DreamWorks): This toy, featured in Walmart’s list, is a dragon in an egg that the child has to encourage to hatch. Once hatched, the dragon can learn tricks and games.

[caption id="attachment_100185" align="aligncenter" width="700"] Owleez Flying Baby Owl interactive toy
Source: Amazon.com[/caption]   Kid Influencer Toys “Kid influencers” are children aged six to 12 years old that have their own YouTube channels and feature in videos across genres including singing, dancing, drawing sketches, slime-making and reviewing toys, games and movies. These kid influencers have a novelty factor attached to their content and a cuteness quotient. They have the power to reach, engage and connect with other children as well as their parents. This year, retailers have taken note of this trend. Walmart is offering 40 new toys from kid-influencer brands this year. Ryan’s World, a top-rated kid-influencer brand, features in the 2019 top toy lists of Amazon, JCPenney, Kohl’s and Target. [caption id="attachment_100186" align="aligncenter" width="700"] Ryan’s World Collectable Figures
Source: Amazon.com[/caption]   Licensed Entertainment Character Toys This year has been a busy one for licensed toys and games. The entertainment industry released several family-friendly movies in 2019, including remakes such as Aladdin and The Lion King, as well as further installments of Toy Story and Marvel’s Avengers. The toy industry has taken advantage of the popularity of popular licensed characters in creating all types of products, from plush toys to playsets to tech toys. The licensed toy industry is also expected to perform well in the second half of the year, with the release of Frozen II and Star Wars: The Rise of Skywalker during the holiday season. Licensed toys are featured in the top-rated toy lists of all major retailers, including Amazon, JCPenney, Kmart, Kohl’s, Target and Walmart. [caption id="attachment_100187" align="aligncenter" width="700"] Disney Frozen Royal Reveal Elsa Doll
Source: Walmart.com[/caption]   Retro Toys In 2019, many of the entertainment world’s most beloved characters are celebrating significant anniversaries: The Little Mermaid turns 30 this year, and Sesame Street is celebrating its 50th anniversary. To mark 60 years since the creation of Barbie, the brand released a new line of dolls honoring 20 influential women. Parents are looking to share with their children the toy characters that played a big part in their own childhood. Retailers are responding to this trend by selling classic low-tech toys for all ages this holiday season. Some of the classic toys that are making a comeback in retailers’ top toy list include the Sesame Street Love to Hug Elmo, Mattel Games’ Magic 8 Ball, Sorry! 1958 Edition, Etch a Sketch and the Classic Pinball Board Game. [caption id="attachment_100188" align="aligncenter" width="700"] Love to Hug Elmo
Source: Target.com[/caption]   Unboxing/Surprise Toys Unboxing continues to be a big trend, as the surprise element involved in unwrapping a toy appeals to children. This year, added play features have been incorporated into many toys to extend the unboxing process for children, such as through decoding secret messages on the outside of the packaging or spraying water to reveal the enclosed toy. This also enables the consumer to play with the toy in new ways, making this trend more than just unwrapping and collecting figurines, for example. There have been a couple of notable newcomers to this list in 2019:

• Poopsie Surprise toys: These toys are featured in the top toy lists of Amazon, Target and Walmart. The child receives a kit that contains a large number of compartments enclosing many collectible dolls and accessories. In some cases, the kit includes slimes that can be used to customize the doll’s clothing.
• Blume Dolls: Featured in the top toy lists of Amazon, JCPenney and Walmart, these dolls arrive planted in a flowerpot. When the child adds water, the doll grows out of the pot like a plant. The toy kit also contains several accessories for the doll.

[caption id="attachment_100189" align="aligncenter" width="700"] Blume Doll
Source: Amazon.com[/caption]  

What We Have Seen from Retailers This Year

This holiday season is the second without the big-box version of Toys “R” Us. In 2018, the company’s liquidation created a void in the toy industry that major retailers including Amazon, Target and Walmart looked to fill. The competition among these players is heating up as they race to consolidate their market positions by winning over former Toys “R” Us customers who are looking for a new go-to shop for toys. As we have referenced throughout this report, major US retailers have recently released their lists of the top toys that will be in demand over the 2019 holiday season:

• Amazon dropped its “Top 100” (124 as of November 5) holiday toy list on September 9 (five days later than in 2018).
• JCPenney released its “Top 20 Toys” list on October 23 (over one month later than in 2018).
• Target released its list of top toys for the holiday on September 3 (one day earlier than in 2018). This was followed by the release of the Target Toy Book and toy coupons on October 25 (one week later than in 2018).
• Walmart released its list of 48 top-rated toys on August 29 (one day earlier than in 2018).

We discuss these lists below and outline a few of the key initiatives that the above retailers have undertaken in 2019 to maximize customer engagement and sales potential. Amazon: The company’s Top 100 Toys list for the 2019 holiday season compiles the most popular trends this year. These include characters from movies and television shows, such as Harry Potter, the Marvel Cinematic Universe, PJ Masks, Paw Patrol, Spidermand and Star Wars, as well as toys from brands such as Barbie, Baby Alive, Funko Pop, Hot Wheels, LOL Surprise!, LEGO, , Monopoly and Play-Doh. Amazon also categorized its toys according to themes such as Family Night, Pretend Play, STEM and Learning, Sports and Outdoor, Tech Toys and more. Moreover, the online retailer has mailed hardcopies of the second edition of its annual holiday physical toy catalog to households across the US. JCPenney: JCPenney’s Top 20 Toys list includes collectibles, interactive products and licensed characters from top brands such as Disney, Fisher-Price, Hasbro, LEGO, Mattel and Melissa & Doug. The company will also mail a dedicated Toy Book, highlighting its top 20 toys, to households nationwide in early November. According to JCPenney, the book “will include a sticker sheet enabling kids to mark the items they want from Santa.” JCPenney hosts free activities for kids next to the toy shop in its stores on the second Saturday of each month. This holiday season, the company will host a Disney Frozen event on November 9 and a Levi’s event on December 14 where children can create a festive holiday t-shirt. Kids will receive a collectible pin for every project they finish, and adults accompanying them will receive a 10% discount coupon to use in store on the day of the event. Kohl’s: This holiday season, Kohl’s is offering twice as many exclusive toys and LEGO products in its stores as well as online. Kohl’s and Kohls.com will feature national brands including Barbie, Disney, Fisher-Price, Hot Wheels, Imaginext, LeapFrog, LEGO LOL Surprise!, and NERF. As in previous years, from October to December, Kohl’s will double the amount of space dedicated to the toy floor in order to make more room for toys in its stores. The retailer is also offering exclusive $10 Kohl’s cash bonuses on specific toy kits throughout the holidays. The company has released Kohl’s Cares Holiday Collection, with 100% of the net profit from these products going to nonprofit organizations that strive to improve the health and wellness of children and families nationwide. Kohl’s Care Holiday Collection includes books and plush toy bundles featuring characters such as Elf, Elmo, the Grinch, Rudolph and Santa. Priced at $9 each, toys in the collection will be available for a limited time during the holiday season at all Kohl’s stores and on Kohls.com. Target: This holiday season, Target will offer an expanded assortment of more than 10,000 toys in its stores and online, building on investments it has made over the past year. In 2018, the company added 250,000 square feet of new space for toys in over 500 of its stores and refurbished its toy department in more than 100 stores. The extra space has enabled Target to showcase larger items including electric ride-on vehicles, playhouses and outdoor playsets. The retailer has said that across the US, customers will find highly knowledgeable representatives to assist with their toy-shopping needs this holiday season. In August 2019, Disney collaborated with Target to launch 25 Disney stores within select Target stores across the US by October 4, with 40 additional locations to be added by October 2020. This shop-in-shop feature will allow Target to provide an enhanced Disney range of more than 450 items, including over 100 products that were previously only available at Disney stores. In addition to the list of top toys already released by Target, five more toys will be revealed later this fall, including Target exclusives themed from Disney’s Frozen II and Star Wars: The Rise of Skywalker. In October 2019, the retailer partnered with the parent company of Toys “R” Us brand, TRU Kids, to help relaunch ToysRUs.com. Shoppers who visit the website will be redirected to Target.com to complete their order once they select “buy.” These products form part of Target’s inventory, and the retailer will also handle the fulfillment and delivery. The strategy behind this move is based on ToysRUs.com being a well-established domain name: Target plans to capitalize on the influx of new sales from shoppers who will visit the site, unaware of the toy chain’s bankruptcy and relaunch. Target did not disclose the terms of revenue sharing involved in the deal. As in previous years, Target continues to offer several fulfillment options for its customers, such as order pickup, Drive Up and same-day delivery with Shipt. Additionally, the retailer plans to host in-store events for children throughout the holiday season 2019. Walmart: This year, Walmart’s top-rated toy list includes 48 products, making it bigger than the list that was released in 2018. It also identifies gaming as a new trend, featuring the Cynosa Chroma Keyboard, HP Pavillion Gaming Laptop, Nintendo Switch and Xbox One S Forza. Walmart has expanded its range of exclusive toys in store and online by 25% and has introduced over 40 new toys from kid-influencer brands. The retailer is making an effort to differentiate itself from online-only players such as Amazon by improving its in-store experience. This includes hosting in-store events over the holiday season, some of which will be themed according to the year’s hottest movies—a Pokémon and Star Wars event will be held on November 16-17 followed by Frozen II on November 23-24. As in previous years, Walmart continues to offer several convenient shopping options for its customers, including in-store pick-up, free two-day shipping and layaway options for many of the top toys of the year. The retailer also announced in October that it will be rolling back prices on more than 200 toys in stores and online at Walmart.com in addition to existing rollbacks, making for a total of more than 400 lower-priced toys ahead of the holiday season. In partnership with interactive multimedia and technology company Eko, Walmart launched the Walmart Toy Lab for the 2019 holiday season at walmarttoylab.com in October. The free, online, interactive experience invites children to test this year’s top-rated toys using their computers or tablets. Through the Walmart Toy Lab, children can play with some of the newly released toys online via a virtual controller and add products to their wish lists. Walmart is making it easier for customers to buy toys this holiday season, as they are able to shop using a scannable toy catalog that was released on November 1. Customers with the Walmart app can add items directly to their cart by hovering the smartphone over a page in the catalog. In line with the trend for licensed entertainment toys, the catalog contains more than 400 toys from various Disney movies from 2019, including Frozen II, Toy Story 4 and Star Wars.

US Toy Industry: A Snapshot

The US toys and games market will grow by 0.4% year over year to $32.36 billion in 2019, according to Statista. The market is expected to achieve a compound annual growth rate (CAGR) of 0.5% from 2019 to 2023. [caption id="attachment_100190" align="aligncenter" width="700"] Source: Statista[/caption]   The toys and games market is made up of the following segments: dolls and stuffed toys; construction sets and models; card games; puzzles; toys for toddlers and kids; plastic and other toys; and video-gaming consoles. The puzzles and card games categories are set to show the strongest growth in 2019, at a CAGR of 5.1% and 4.6%, respectively. These types of games are growing in popularity among families and millennials, who are consumed by technology and are looking for ways to unplug and enhance face-to-face interactions. Popular brands driving growth in this segment include Pokémon Trading Card Game and Magic the Gathering. [caption id="attachment_100191" align="aligncenter" width="700"] Source: Statista[/caption]   At 23%, the video-gaming consoles category is estimated to account for the largest share of market revenue. Construction sets and models represent 20%, whereas toys for toddlers and kids hold a 19% share.

Appendix

US Toy Retailers’ Top-Rated Toy Lists, 2019 Amazon’s Top List

1. WowWee Pinkfong Baby Shark Official Song Puppet with Tempo Control
2. LEGO Ninjago Land Bounty Toy Truck Building Set with Ninja Minifigures
3. Fisher-Price Linkimals Smooth Moves Sloth
4. NERF Fortnite Sp-R & Llama Targets
5. PoKéMoN Electronic & Interactive My Partner Pikachu
6. Cutetitos - Mystery Stuffed Animals
7. Barbie Dreamtopia Brush 'n Sparkle Unicorn
8. Play-Doh Compound Corner Variety 6 Pack
9. LeapFrog LeapStart Go System, Charcoal and Green
10. Disney Frozen Adventure Collection, Small Dolls from Frozen 2, Anna, Elsa, Kristoff, Sven, Olaf, & Gale Accessory
11. O.L. Surprise! Fluffy Pets Winter Disco Series
12. O.L. Surprise! Winter Disco Bigger Surprise
13. National Geographic Mega Slime Kit & Putty Lab
14. Kindi Kids Snack Time Friends
15. Treasure X Aliens - Dissection Kit with Slime, Action Figure, and Treasure
16. Crayola Scribble Scrubbie Peculiar Pets
17. RYAN'S WORLD Giant Mystery Egg Series
18. Blinger Deluxe Set, Radiance Collection
19. Cool Maker, GO Glam Nail Stamper
20. Imaginext Fisher-Price DC Super Friends Transforming Batmobile R/C
21. Crayola Super Art Coloring Kit
22. Really RAD Robots - Electronic Remote-Control Robot with Voice Command
23. Crayola Artic Color Chemistry Set for Kids
24. VTech Myla The Magical Unicorn
25. Funko Pop! - Funkoverse Strategy Game
26. Play-Doh Tootie The Unicorn Ice Cream Set
27. GUND Baby Animated Flappy The Elephant Stuffed Animal
28. Disney Frozen Elsa's Ice Palace by Little People
29. O.L. Surprise! Amazing Surprise
30. Skyrocket Blume Doll
31. Monster Jam, Official Mega Grave Digger
32. Play-Doh Modeling Compound
33. Monopoly Unicorns Vs Llamas
34. Learning Resources Botley the Coding Robot Activity Set
35. Melissa & Doug Top and Bake Wooden Pizza Counter Play Food Set
36. Fortnite Battle Royale Collection Battle Bus
37. Poopsie Rainbow Surprise Dolls
38. O.L. Surprise! 2-in-1 Glamper Fashion Camper
39. Klutz Lego Make Your Own Movie Activity Kit
40. Cry Babies Bruny The Dragon
41. O.L. Surprise! Glitter Globe Doll Winter Disco Series
42. Lumies Dazzle Gogo
43. Little Live Scruff-a-Luvs Plush Mystery Electronic Rescue Pet
44. Melissa & Doug Slice-and-Bake Wooden Cookie Play Food Set
45. Melissa & Doug Mine to Love Twins Luke & Lucy Dolls
46. Kano Star Wars The Force Coding Kit
47. Barbie Dreamplane Playset
48. Mattel Games Pictionary Air – Navy Pen Version
49. BEYBLADE Burst Turbo Slingshock Cross Collision Battle Set
50. LEGO Disney Frozen II Arendelle Castle Village
51. Learning Resources Coding Critters - Ranger & Zip, Interactive Coding Toy
52. Fisher-Price Bounce and Spin Puppy
53. Candylocks 7-Inch Lacey Lemonade, Sugar Style Deluxe Scented Collectible Doll
54. Poopsie Rainbow Surprise Dolls
55. Play-Doh Wheels Firetruck
56. Crayola Glitter Dots Sparkle Station
57. Hairdorables Short Cuts Doll
58. LEGO Disney Frozen II Enchanted Treehouse
59. Star Wars Lightsaber Academy Interactive Battling System
60. Sesame Street Love to Hug Elmo Talking, Singing, Hugging 14" Plush Toy
61. Fisher-Price Wonder Makers Design System Vehicle
62. Educational Insights Artie 3000 The Coding Robot
63. Hot Wheels Colossal Crash Track Set
64. Treasure X King's Gold Treasure Tomb
65. Monopoly Voice Banking Electronic Family Board Game
66. O.L. Surprise! Winter Disco Chalet Doll House
67. Melissa & Doug Turtle Ball Pit
68. Star Wars Scream Saber Lightsaber Toy
69. Osmo -Super Studio Disney Princess Game
70. Thomas & Friends Fisher-Price Super Cruiser
71. Mickey Mouse Hot Dog Dance Break Mickey Plush
72. Journey Girls Doll - Callie
73. LEGO Friends Rescue Mission Boat Boat Building Kit
74. LEGO City Space Deep Space Rocket and Launch Control Model Rocket Building Kit
75. LEGO Star Wars: Attack of The Clones Yoda
76. Avengers Marvel Legends Series Endgame Power Gauntlet Articulated Electronic Fist
77. Frozen Disney 2 Follow-Me Friend Olaf
78. Funko Pop! Deluxe: Star Wars - Millennium Falcon with Han Solo
79. Furreal Plum, The Curious Panda Bear Cub Interactive Plush Toy
80. Osmo - Little Genius Starter Kit for iPad
81. LEGO Harry Potter and The Goblet of Fire Hogwarts Clock Tower
82. Hot Wheels id Rodger Dodger
83. Poopsie Rainbow Slime Kit
84. PLEGO Hidden Side Newbury Haunted High School
85. Nickelodeon PAW Patrol, Mighty Pups Super Paws Lookout Tower Playset
86. Journey Girls Doll - Meredith
87. Pikmi Pops Cheeki Puffs
88. Journey Girls Doll - Ilee
89. Cry Babies Kristal Gets Sick & Feels Better
90. Baby Alive Happy Hungry Baby Brown Straight Hair Doll
91. Capsule Chix Ultimix 4 Pack, Small Doll with Capsule Machine Unboxing
92. Fisher-Price Wonder Makers Design System Build Around Town Starter Kit
93. Frozen Disney Elsa, Anna, & Olaf Deluxe Fashion Doll Set
94. Cry Babies Pearly Gets Sick & Feels Better
95. Journey Girls Doll - Kyla
96. Monopoly Speed Die Edition Board Game
97. Osmo - Creative Starter Kit for iPad
98. Cry Babies Hally The Dragon Doll
99. Kindi Kids Snack Time Friends, Pre-School Doll - Donatina
100. Melissa & Doug Magnetivity Magnetic Building Play Set
101. Disney Pixar Toy Story 4 Buzz Lightyear 3-In-1 Armor Pack
102. Melissa & Doug Wooden Chef’S Pretend Play Toy Kitchen with “Ice” Cube Dispenser
103. LEGO Harry Potter Hogwarts Castle Castle Model Building Kit
104. LEGO Star Wars Boost Droid Commander Star Wars Droid Building Set
105. Journey Girls Doll - Kelsey
106. Journey Girls Doll - Chavonne
107. Ravensburger Disney Villainous: Wicked to The Core Strategy Board Game
108. NERF Fortnite AR-L Elite Dart Blaster
109. Baby Alive Happy Hungry Baby Blond Curly Hair Doll
110. Baby Alive Happy Hungry Baby Black Curly Hair Doll
111. Kindi Kids Snack Time Friends, Pre-School Doll - Peppa-Mint
112. Star Wars Remote Control D-O Rolling Toy
113. Osmo - Super Studio Disney Frozen 2 Game
114. LEGO Star Wars: The Rise of Skywalker Millennium Falcon Starship Model Building Kit
115. PJ Masks PJ Seeker with Bonus Catboy, Owlette & Gekko Figures
116. Power Wheels Disney/Pixar Toy Story Jeep Wrangler
117. Hot Wheels id Race Portal {Smart Track System for Hot Wheels}
118. Journey Girls Doll - Mikaella
119. Baby Alive Happy Hungry Baby Black Straight Hair Doll
120. Hot Wheels id Smart Track Kit
121. Kindi Kids Snack Time Friends, Pre-School Doll - Jessicake
122. Nintendo Switch with Neon Blue and Neon Red Joy
123. Paw Patrol, Super Paws, 2-in-1 Transforming Mighty Pups Jet Command Center
124. Radio Flyer Classic Red Dual Deck Tricycle

JCPenney Top 20 Toys List Favorite Characters Come to Life

1. Disney Collection Buzz Lightyear Talking Action Figure
2. Disney Collection Frozen 2 Anna & Elsa Two-Pack Dolls
3. Imaginext Playset featuring Disney Pixar Toy Story Buzz Lightyear Robot
4. PJ Masks PJ Seeker
5. PAW Patrol Super PAWs 2-in-1 Transforming Jet Command Center with Lights & Sounds
6. Imaginext DC Super Friends Transforming Batmobile R/C
7. Disney Collection Frozen 2 Arendelle Castle
8. Furreal Mighty Roar Simba

More Bang for Your Buck

1. Baby Alive Snacking Shapes Baby Doll
2. Fisher-Price Laugh & Learn Pull & Play Learning Wagon
3. Little Tikes 3-in-1 Sports Zone

Technological Innovations

1. Blume Dolls
2. Fisher-Price Linkimals Smooth Moves Sloth
3. Star Wars Scream Saber
4. Hot Wheels Track Builder Vertical Launch Kit

Cool Collaborations

1. Monopoly Game: LOL Surprise Edition Board Game
2. NERF Fortnite AR-L Elite Dart Blaster

Inspiring Imaginations

1. Melissa & Doug Let’s Playhouse! Dust, Sweep & Mop
2. Barbie Hugs ‘N’ Horses Playset
3. LEGO City Space Deep Space Rocket and Launch Control

Kmart’s Top 10 Toy List

1. Hot Wheels Double Loop Dash Playset
2. Scentos Scented Mega Activity Set
3. Construction Block Table
4. Scuttle Bug Ride
5. LEGO Classic Bricks
6. Disney Frozen II Elsa Doll
7. Barbie Musician Doll
8. Ryan’s World Super Surprise Safe Activity Set
9. Toy Story 4 Adventure Pack
10. Disney Frozen Anna Doll

Kohl’s Top Toys List GIFTS FOR YOUR LIL’ BELIEVERS

1. Disney Pixar Toy Story 4 Imaginext Buzz Lightyear Robot
2. PJ Masks Seeker Toy Vehicle
3. PAW Patrol Super Mighty Pups Transforming Jet Commander Center
4. Fisher-Price Little People Disney Frozen Elsa’s Ice Palace
5. Disney Pixar Toy Story 4 Antique Shop Adventure Pack
6. LeapFrog Scoop & Learn Ice Cream Cart
7. Ryan’s World Smashin’ Surprise Safe

GIFT FOR YOUR GLAM SQUAD

1. LOL Surprise! Amazing Surprise
2. Disney Frozen II Magical Swirling Adventure
3. Disney Frozen II Ultimate Arendelle Castle
4. Disney Frozen 2 Sledding Adventures
5. LOL Surprise! Chalet
6. Barbie Dreamhouse
7. Disney Frozen 2 Elsa’s World of Creativity Set
8. POOPSIE Claw Machine
9. LOL Surprise! 2-IN-1 Glamper

GIFTS FOR YOUR STUNT CREW

1. Star Wars Throne Room Duel
2. Hot Wheels Colossal Crash
3. Fortnite Battle Bus
4. Star Wars Scream Saber Lightsaber
5. Nerf Recon CG-12
6. Marvel Titan Hero Series
7. Hover-1 Electric Scooter Firefly

GIFTS FOR YOUR TECH CREW

1. Little Live Cozy Dozy Cubbles the Bear
2. FurReal Cubby the Curious Bear
3. Little Live Scruff-A-Luvs Mystery Rescue Pet

GIFTS FOR YOUR MASTER BUILDER

1. LEGO Disney Frozen II Arendelle Castle Village Set
2. LEGO Star Wars Kylo Ren’s Shuttle Set

Target’s Top 26 Toys List

1. Owleez
2. LeapFrog RockIt Twist
3. Cool Maker Go Glam Nail Stamper
4. Hot Wheels Colossal Crash Trackset
5. Beyblade Burst Turbo Championship Clash Battle Set – Target Exclusive
6. Viro Rides Vega 2-n-1 Transforming Electric Scooter – Target Exclusive
7. Monster Jam Mega Grave Digger RC Truck
8. Our Generation Movie Theater With Electronics – Target Exclusive
9. Fisher-Price Linkimals Smooth Moves Sloth
10. Really Rad Robots Turbo Bot
11. Ryan’s World Mega Mystery Treasure Chest
12. Barbie Malibu House Doll Playset
13. Classic Pinball Board Game
14. Little Live Scruff-a-Luvs Real Rescue
15. PJ Masks Seeker Toy Vehicle
16. Jetson Strike Hoverboard
17. Paw Patrol Super Mighty Pups Lookout Tower
18. Pictionary Air Game
19. Animal Planet Extreme T-Rex Adventure Playset
20. Capsule Chix Ultimix Pack
21. Marvel Avengers: Endgame Titan Hero Figure Series
22. Cry Babies Pearly Gets Sick & Feels Better
23. Poopsie Rainbow Surprise Slime Kit
24. SNAPSTAR Pop Royalty: Echo’s Debut on the Pink Carpet
25. Fortnite Llama Drama Loot Pinata
26. Nintendo Switch Pikachu Edition Bundle

Walmart Top Rated by Kids Toy List Famous Friends

1. 6V Plush Simba
2. Harry Potter Invisibility Cloak
3. Paw Patrol Mighty Pups Super Paws Lookout Tower
4. How to Train Your Hatching Dragon
5. Imaginext DC Super Friends Transforming Batmobile RC
6. Marvel Spiderman Web Shooter
7. Peppa Pig’s Magical Parade
8. Sesame Street Love to Hug Elmo
9. Turbo Bot

Unboxing Toys

1. LOL Surprise 2-N-1 Glamper
2. LOL Surprise OMG Doll
3. What’s In My Purse Doll
4. Blume Doll
5. Cheeki Puffs Surprise Pack
6. Poopsie Rainbow Surprise Dolls
7. Tic Tac Toy XOXO Friends Multipack
8. Treasure X Alien Single Pack

Interactive Toys

1. Build A Bear Workshop Stuffing Station Value Box
2. Juno The Baby Elephant
3. NASCAR Adventure Force Crash Racers
4. Banana Blast
5. Blinger Diamond Kit
6. Fisher-Price Bounce and Spin Puppy
7. FurReal Cubby: The Curious Bear
8. Grave Digger Monster Jam Mega
9. Nerf Elite Trilogy Blaster
10. Robo Alive Ice Dragon
11. Vtech Mix & Match-a-Saurus
12. Vtech Myla the Magical Unicorn
13. X-Power Dozer

Outdoor Fun

1. 24V Real Tree UTV
2. Hover-1 Hoverboard and Kart Combo
3. Hover-1 Transport Scooter
4. Adventure Force V-Twin Motorized Gating Belt Dart Blaster
5. Hover-1 Maverick Hoverboard

Aspirational Play

1. Barbie Dreamplane
2. Kindi Kids Doll
3. Scruff-A-Luv My Real Rescue
4. Barbie Sweets Bakery Playset
5. Go Glam Nail Printer
6. Owleez

Gaming

1. Cynosa Chroma Keyboard
2. HP Pavillion Gaming Laptop
3. Kraken Green 2019
4. Nintendo Switch
5. Xbox One S Forza
6. Two different exclusive Frozen 2 Toys