What’s the Story?

Our The 12 Weeks of Holidays 2021 series counts down to this year’s holiday peak with new thematic research each week. In this report, we explore the hottest toys for the holiday season. Amazon, Macy’s, Target and Walmart have released their “top toys” lists for holiday 2021. We discuss these retailers’ initiatives to drive toy sales and present each list in the appendix. We outline four key trends that we expect to influence toy gifting in the US this holiday season.

Why It Matters

After the second turbulent year amid the Covid-19 pandemic, the 2021 holiday season is likely to bring heightened competition among toy brands and retailers to gain share of consumer spending on gifts. To capitalize on the opportunity, we expect retailers and toy manufacturers to collaborate with other brands to develop new toys, increase their digital presence to engage kids, and create toys to address specific pandemic and post-pandemic needs. Coresight Research expects a strong, 9–10% year-over-year increase in total US retail sales for holiday 2021 (October–December quarter), and the toys and games category is likely to contribute to this growth: A Coresight Research survey undertaken on September 28, 2021, found that around 35% of US holiday shoppers expect to buy toys or games as gifts this year.

Hottest Toys for Holiday 2021: Coresight Research Analysis

Holiday Sales Outlook: US Toy Market  The fourth quarter is crucial for the toy industry including toy retailers: According to the Toy Association, the holiday quarter typically accounts for around 70% of US toy industry sales.  Census Bureau data for toy specialty retailers shows the holiday spikes (Figure 1), and these data suggest that this sector’s sales have been gradually recovering from the trough during holiday 2018. We expect that the 2021 holiday season will continue this positive growth trend, particularly with pre-holiday toy sales looking stronger this year than they were in 2019 or 2020. Separate data from the Bureau of Economic Analysis (BEA) shows strong year-over-year expansion in consumer spending on games, toys and hobbies. In August (latest), category spending was up 13.3% versus 2020. Solid demand is likely to continue into the holiday season, although the games, toys and hobbies category will be annualizing a strong, 16.4% year-over-year increase in consumer spending in the 2020 holiday quarter, per the BEA.

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Figure 1: US Monthly Retail Sales: Hobby, Toy and Game Stores (USD Bil.) [caption id="attachment_134279" align="aligncenter" width="725"] Source: US Census Bureau [/caption]   Our recent survey on US consumers’ holiday shopping expectations supports our predictions that spending in the toys and games category will increase solidly this season. As we mentioned above, more than one-third (35.1%) of respondents that expect to spend on the holiday plan to buy toys/games as gifts this holiday. Furthermore, 26.1% of US holiday shoppers expect to spend more on toys or games this season compared to holiday 2020, versus 15.1% who expect to spend less. The top toy category for the holiday season is puzzles/board games, with 44.6% of US holiday shoppers that expect to spend on physical toys/games for kids—i.e., games that are not connected to the Internet—reporting that they will purchase this category. As shown in Figure 2, construction toys and artistic toys round out the top three most popular toy categories. We believe that these findings reflect impacts of the pandemic: Puzzles/board games and construction toys provide activities that adults and kids can do together, promoting family time, while artistic toys help children relax and can relieve anxiety. The high percentages in multiple categories reveal that consumers plan to purchase a variety of different toys for their children, which reflects children’s diverse and often changing preferences for toys, as well as consumers’ desire to fulfill kid’s different needs.

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Figure 2. Respondents Who Expect To Buy Physical Toys/Games for Kids in Holiday 2021: Toy Categories They Expect To Purchase [caption id="attachment_134280" align="aligncenter" width="725"] Respondents could select multiple options
Base: 816 US respondents aged 18+ who expect to spend on toys and games for holiday 2021, surveyed on September 28, 2021
Source: Coresight Research [/caption]   Challenges The toys and games category is not exempt from supply chain issues and global shipping delays. Retailers are attempting to pre-empt the holiday sales surge by releasing their “top toys” lists weeks ahead of last year’s release dates and starting sales early, in hopes of avoiding higher shipping prices during the holiday season and combat potential inventory shortages. The early release of top-toy lists is especially important given these toys are often the first to sell out. Amazon has already begun offering deals on toys for the holiday, as part of its wider holiday sales promotions that launched on October 4, 2021. The e-commerce giant is encouraging shoppers to buy gifts now, while inventories last. Shipping costs have skyrocketed due to the dearth of raw materials, labor shortages and port congestion worldwide—particularly in China, the world’s leading toy exporter. The cost of single shipping container that would have been $3,200 last year has now soared to $22,000, according to leading toy company MGA Entertainment, and retailers fear that prices will only increase during the holidays. We expect retailers to pass on price increases to the consumer to compensate for higher shipping costs.

• Read more Coresight Research coverage of the supply chain. 

What We Have Seen from Retailers This Year Many major brands and retailers in the US have invested in the toys and games category through various initiatives. We outline notable examples below:

• Amazon released its “Toys We Love” list on September 13, 2021, two weeks earlier than last year. The list comprises 165 popular toys for the holidays—the longest yet (with product variations consolidated in the appendix)—and includes more than 70 family-friendly products. One of the focuses of this year’s list is on movie-related toys: Amazon is promoting toys associated with two animated movies from its Amazon Original series—Do, Re & Mi, and LEGO Monkie Kid—as well as character toys from Star Wars, Marvel, Disney’s Raya and The Last Dragon, Blue’s Clues & You!, Bluey and Paw Patrol the Movie.
• Target released its “Bullseye’s 50 Top Toys of 2021” list (Bullseye is Target’s Bull Terrier mascot) on August 23, 2021—two months earlier than last year. The list features 22 toys that are exclusive to Target. The company has also teamed up with Hasbro to create exclusives such as Monopoly: Target Edition. In another holiday initiative, Target is planning to triple the number of Disney Store at Target shop-in-shops to 160 this season.
• Toys “R” Us and Macy’s have teamed up to create “Geoffrey’s Hot Toy List” (Geoffrey is the Toys “R” Us giraffe mascot) on September 27, 2021, which features 75 toys. Macy’s plans to open 400 Toys “R” Us shop-in-shops inside its department stores and establish an omnichannel partnership over the course of the next year, although we expect the retailer to have access to the Toys “R” Us private-label product portfolio during the winter holidays.

Toys “R” Us is introducing gamification features to its online strategy to increase excitement and the brand’s engagement with children. It plans to hold the Geoffrey’s Toy Extravaganza event from November 1, 2021, which will involve a daily raffle offering US consumers the chance to win toys from Geoffrey’s Hot Toy List.

• Walmart released its “Top Rated by Kids” toy list on September 29, 2021, featuring 39 toys that kids can engage with virtually through the Walmart Wonder Lab. The retailer has doubled its toy assortment and added an additional 4,400 additional square feet of space, on average, for this product category in select stores.

Four Top Toy Trends  The top toy trends for the 2021 holiday season can be inferred from the top-rated toy lists that have been released by the major retailers listed above as well as our proprietary survey findings about the top toy categories among US holiday shoppers. We have classified top toy trends for the 2021 holiday season into four categories: movie/TV character toys; cross-generational/family-friendly toys; social and emotional development toys; and socially conscious toys. 1. Movie/TV Character Toys With many new movie releases having been postponed from 2020 to 2021, this year is seeing a renewed focus on toys associated with new movies and TV shows, such as action figures.

• Toy manufacturer LEGO offers a range of construction kits related to the Marvel superhero universe that incorporate movie scenes and characters. The Marvel’s Avengers: Endgame Final Battle 76192 Collectible Building Kit (pictured below) is featured on the top-toy lists of both Amazon and Walmart.

[caption id="attachment_134281" align="aligncenter" width="597"] LEGO Marvel Avengers: Endgame Final Battle 76192 Collectible Building Kit
Source: Amazon/ Walmart [/caption]  

• The PAW Patrol, Transforming Ultimate City Movie Tower is based on the recently released animated motion picture, PAW Patrol: The Movie. This toy is featured on Walmart’s holiday toy list. Amazon and Macy’s are promoting similar toys inspired by the same movie.

[caption id="attachment_134282" align="aligncenter" width="725"] PAW Patrol, Transforming Ultimate City Movie Tower
Source: Walmart [/caption]   2. Cross-Generational/Family-Friendly Toys As many families have spent more time together during the pandemic, we expect that family-friendly toys and games will continue to be popular during the holidays this year. This category includes board games and building toys that the whole family can enjoy. As mentioned previously, 70 of Amazon’s top toys are family-friendly, encouraging parents to spend time playing with their children.

• The LEGO Elf Club House Building Kit provides an opportunity for the whole family to collaborate in holiday-themed building play.

[caption id="attachment_134283" align="aligncenter" width="602"] LEGO Elf Club House Building Kit
Source: Amazon [/caption]  

• The Monopoly Game: Target Edition is Target’s exclusive new retail take on the classic board game. The game is a family-friendly activity that both kids and adults can enjoy together.

[caption id="attachment_134284" align="aligncenter" width="725"] Monopoly Game: Target Edition
Source: Target [/caption]   3. Social and Emotional Development Toys Parents are worried about their children’s social and emotional (SEL) development and mental wellbeing after more than a year of online school, prompting toymakers to create educational toys and toys that promote mindfulness and self-care by providing children with calming or anxiety-relieving activities.

• Both Walmart and Target are offering Kinetic Sand products, which are top toys in the arts and crafts category. Described as “squeezable sand” by the manufacturer, Kinetic Sand is easy to mold and calming for children, enabling them to create art in sandbox-based play.

[caption id="attachment_134285" align="aligncenter" width="666"] Kinetic Sand Sandyland Folding Sandbox
Source: Target [/caption]

• The Crayola Creative Fun Double Easel (featured on Walmart’s top-toy list) provides an outlet for children’s creativity, relieving anxiety by enabling kids to freely express themselves through art.

[caption id="attachment_134286" align="aligncenter" width="657"] Crayola Creative Fun Double Easel
Source: Walmart [/caption]   4. Socially Conscious Toys Consumer engagement in social movements (such as Black Lives Matter), increased cultural awareness and public support for essential workers amid the pandemic have inspired toymakers to create toys that foster social responsibility and awareness.

• Orijin Bees dolls have various skin complexions and hair textures; they “celebrate the beauty of diversity,” according to the manufacturer. The Orijin Bees Fro Puffy Bee features on Amazon’s top-toy list for the holidays. Similarly, toy manufacturer Healthy Roots Dolls aims to empower, educate and inspire self-love among young girls. The curly-haired Zoe doll helps girls practice different styles and ways to take care of their hair. The doll features on Target’s top-toys list.

[caption id="attachment_134287" align="aligncenter" width="725"] Healthy Roots Dolls: Zoe
Source: Healthy Roots Dolls [/caption]  

• The Animal Planet Deep Sea Shark Rescue Submarine Set teaches children to appreciate the ecosystem and support deep-ocean animal-conservation efforts. This toy is featured in Target’s top-toy list.

[caption id="attachment_134288" align="aligncenter" width="725"] Animal Planet Deep Sea Shark Rescue Submarine Set
Source: Target [/caption]  

• The Chronicle Books Essential Workers 1,000-Piece Puzzle celebrates essential workers and helps educate children on the variety of such workers and the importance of the work they do.

[caption id="attachment_134290" align="aligncenter" width="561"] Chronicle Books Essential Workers 1000-Piece Puzzle
Source: Amazon [/caption]  

What We Think

We expect a solid increase in toy demand this holiday season, in line with our overall expectations for a strong rise in retail sales. Supply chain challenges will be one hurdle. Brands and retailers have begun toy and game promotions early to pre-empt the holiday rush in anticipation of added supply chain pressures this season, extending the holiday shopping season. The top-toys lists of major US retailers this season indicate a focus on family time and children’s wellbeing and development, influenced by the turbulent effects of the pandemic this year. Brands and retailers may also consider expanding their online presence to increase their engagement with kids through gamification features, as well as to drive sales in a time of heightened e-commerce use.

Appendix

Selected US Retailers’ Top-Rated Toys, 2021

 

Amazon: 2021 “Toys We Love” List

1. 42-Piece Tegu Magnetic Wooden Block Set, Sunset
2. 5 Surprise Toy Mini Brand Series 1 Collector's Kit—Amazon Exclusive Mystery Capsule Real Miniature Toys by Zuru
3. Adora 18-inch Doll, Amazing Girls Candy—Amazon Exclusive
4. Adora 18-inch Doll, Amazing Girls Jada—Amazon Exclusive
5. Animal Adventure Sqoosh2Poof Jumbo Plush Character—Amazon Exclusive
6. B. toys – Wooden Baby Play Gym with Activity Mat, Starry Sky, 3 Hanging Sensory Toys
7. Baby Alive GloPixies Dolls—Gigi Glimmer, Sammie Shimmer, Siena Sparkle
8. Baby Alive GloPixies Dolls—Gabi Glitter, Tia Twinkle—Amazon Exclusives
9. Baby Alive Lulu Achoo Doll (Blonde Hair/Black Hair/Brown Hair)
10. Barbie 3-Story House with Pop-Up Umbrella—Amazon Exclusive
11. Barbie Dreamtopia Brush 'n Sparkle Unicorn
12. Barbie Fast Cast Clinic Playset
13. Battat – Big Red Barn – Animal Farm Playset
14. Battat – Wooden Activity Cube –Farm Animals Activity Center
15. Battleship With Planes Strategy Board Game
16. Black+Decker Kids Power Tools Workshop
17. Bluey Ultimate Caravan Adventures
18. Breyer Horses 2021 Holiday Collection
19. BYJU'S Magic Workbooks: Disney, Kindergarten Premium Kit—Powered by Osmo
20. Cards Against Humanity: Family Edition
21. Catan Board Game (Base Game)
22. Craftabelle – Art Easel and Canvas – 34pc Set with Paint Supplies
23. Crayola Light Up Tracing Pad
24. Crayola Scribble Scrubbie Peculiar Pets Rainbow Tub Set
25. Daron UPS Pullback Package Truck
26. DC Comics Batman, Bat-Tech Batcave, Giant Transforming Playset with Exclusive 4” Batman Figure and Accessories
27. Disney Junior Mickey Mouse Funhouse Stretch Break Mickey Mouse 17-Inch Dancing and Singing Feature Plush
28. Disney Junior Minnie Mouse Bowdazzling Dress Up Trunk Set, 21 Pieces—Amazon Exclusive
29. Disney Princess Dress Up Trunk Deluxe 21 Piece
30. Disney Princess Royal Collection, 12 Royal Shimmer Fashion Dolls
31. Disney Princess Style Collection Deluxe Tote Bag & Essentials—Amazon Exclusive
32. Disney Princess Ultimate Celebration Castle
33. Disney Treasures From the Vault, Limited Edition Mickey Mouse and Minnie Mouse Plush—Amazon Exclusive
34. Disney Villains Black and Brights Collection
35. Disney Wooden Toys Winnie the Pooh Balance Blocks, 17-Piece Set
36. Disney Wooden Toys: Toy Story Balance Blocks, 17-Piece Set
37. Disney's Raya and The Last Dragon Color Splash Raya and Sisu Dragon, Water Toy
38. Do, Re & Mi Deluxe Feature Plush—Amazon Exclusive
39. Doc Mcstuffins Doctor'S Bag Set Role Play
40. Dream Seekers Light Up Doll Pack
41. Elenco Snap Circuits Jr. SC-100 Electronics Exploration Kit
42. Fisher-Price B.B. Hoopster, Motorized Electronic Basketball Toy
43. Fisher-Price Rock-a-Stack and Baby's First Blocks Bundle—Amazon Exclusive
44. Funko Disney Mickey and The Beanstalk Game
45. Funko Pop! Movies: Space Jam, A New Legacy - Lebron James, Amazon Exclusive
46. Funko Pop! Star Wars: Adventures Across The Galaxy - Qui-Gon Jinn (Tatooine), Vinyl Collectible Figure—Amazon Exclusive
47. FurReal Moodwings Snow Dragon Interactive Pet Toy—Amazon Exclusive
48. FurReal Wavy The Narwhal Interactive Animatronic Plush Toy
49. Giant Candy Land Classic Retro Party Board Game Indoor/Outdoor
50. Green Toys Disney Baby Exclusive Mickey Mouse Seaplane, Red/Blue
51. Green Toys Dump Truck in Yellow and Red
52. Hasbro Gaming Hungry Hungry Hippos Dino Edition Board Game—Amazon Exclusive
53. Hasbro Gaming Monopoly Junior: Dinosaur Edition Board Game—Amazon Exclusive
54. Hasbro Gaming Yahtzee Jr. Marvel Spidey and His Amazing Friends Edition Board Game
55. Hot Wheels City Ultimate Octo Car Wash Playset
56. Hot Wheels Criss Cross Crash Motorized Track Set
57. Hunt A Killer Nancy Drew: Mystery at Magnolia Gardens, Immersive Murder Mystery Game—Amazon Exclusive
58. Insect Lore Butterfly Garden: Original Habitat and Live Cup of Caterpillars with STEM Butterfly Journal
59. Jada 1:24 Diecast 2002 Nissan Skyline with Hello Kitty Figure
60. Jada Toys Fast & Furious Brian’s 2002 Nissan Skyline R34 Die-cast Car, 1:24 Scale, Silver & Blue
61. Jada Toys GIRLMAZING Big Foot Jeep R/C Vehicle
62. Journey Girls 18" Dolls – Chavonne, Ilee, Kyla —Amazon Exclusives
63. Jurassic World Feature Plush Ankylosaurus Bumpy Baby Dinosaur Toy—Amazon Exclusive
64. KidKraft Austin Wooden Toy Box/Bench with Safety Hinged Lid
65. KidKraft Disney Princess Dance & Dream Wooden Dollhouse
66. KidKraft Everyday Heroes Wooden Playset
67. KidKraft Wooden Farm to Table Play Kitchen
68. Kindi Kids Electronic 6.5" Doll and 2 Accessories - Poppi Pearl Bubble 'N' Sing
69. Lalaloopsy Silly Hair Doll - Confetti Carnivale with Pet Cat
70. LEGO Disney Mickey and Friends: Mickey Mouse & Donald Duck’s Farm 10775 Building Kit
71. LEGO Elf Club House Building Kit
72. LEGO Friends Andrea's Family House 41449 Building Kit
73. LEGO Marvel Avengers: Endgame Final Battle 76192 Collectible Building Kit
74. LEGO Marvel Black Panther Dragon Flyer 76186 Building Kit
75. LEGO Marvel Captain America and Hydra Face-Off 76189 Collectible Building Kit; Captain America and Motorcycle Set
76. LEGO Marvel Iron Man: Iron Monger Mayhem 76190 Collectible Building Kit
77. LEGO Marvel The Guardians’ Ship 76193 Space Battleship Building Kit
78. LEGO Marvel Tony Stark’s Sakaarian Iron Man 76194 Building Kit
79. LEGO Monkie Kid: Monkey King Warrior Mech 80012 Toy Building Kit
80. LEGO Monkie Kid: The Legendary Flower Fruit Mountain 80024 Toy Building Kit
81. LEGO Pickup Truck 10290
82. Lincoln Logs—100th Anniversary Tin-111 Pieces
83. Little Tikes Easy Score Basketball Set, Blue—Amazon Exclusive
84. Little Tikes First Bathroom Sink with Real Working Faucet
85. Little Tikes Jump 'n Slide Bouncer
86. Little Tikes Real Wood Pizza Restaurant Roleplay Pizza Kitchen
87. Little Tikes T-Ball Set (Red) w/5 Balls—Amazon Exclusive
88. Little Tikes Tobi 2 Robot Smartwatch—Amazon Exclusive
89. LOL Surprise OMG Movie Magic Studios
90. Magformers Basic Set (30 pieces)
91. Magic Mixies Magical Misting Cauldron with Interactive 8-inch Pink Plush Toy
92. Magna-Tiles 100-Piece Clear Colors Set
93. Magna-Tiles 32-Piece Clear Colors Set
94. Marvel Hot Wheels Spider-Man Web-Car Launcher—Amazon Exclusive
95. Marvel Spidey and His Amazing Friends Figure 3 Pack, 4-Inch Scale Action Figures
96. Melissa & Doug Blue's Clues & You! Wooden Cooking Play Set
97. Melissa & Doug PAW Patrol Rescue Mission Wooden Dashboard
98. Melissa & Doug Wooden Scoop and Serve Ice Cream Counter (28 pcs)
99. MGA Entertainment Na Na Na Surprise Kitty-Cat Camper
100. Monster Jam, Official Grave Digger Freestyle Force, Remote Control Car
101. My Squishy Little Golden Dumpling
102. National Geographic Construction Model Kit—Amazon Exclusive
103. National Geographic Earth Science Kit—Amazon Exclusive
104. National Geographic Glowing Marble Run, 80-Piece Construction Set—Amazon Exclusive
105. National Geographic Hobby Rock Tumbler Kit
106. National Geographic Kid’s Pottery Wheel
107. National Geographic Kids Chimpanzee Care & Nurture Vet Set—Amazon Exclusive
108. National Geographic Mega Fossil Dig Kit—Amazon Exclusive
109. National Geographic Stunning Chemistry Set
110. NERF Rival Curve Shot -- Sideswipe XXI-1200 Blaster
111. NERF Strongarm N-Strike Elite Toy Blaster with Rotating Barrel, Slam Fire, and 6 Official Elite Darts—Amazon Exclusive
112. Orbeez Challenge, The One and Only
113. Orijin Bees Fro Puffy Bee (Doll)
114. Osmo - Genius Starter Kit
115. Osmo—Math Wizard and the Magical Workshop for iPad & Fire Tablet
116. Paw Patrol, True Metal Adventure City Movie Play Mat Set with 2 Exclusive Toy Cars—Amazon Exclusive
117. PJ Masks PJ Launching Submarine and Rovers
118. Play-Doh Kitchen Creations Ultimate Cookie Baking Playset
119. Play-Doh Slime 30 Can Pack—Assorted Rainbow Colors—Amazon Exclusive
120. Play-Doh Ultimate Color Collection 65-Pack of Modeling Compound
121. PLAYMOBIL Ghostbusters Firehouse
122. PlayMonster Spirograph—Spirograph Animator
123. Playskool Peppa Pig Sit 'n Spin Musical Classic Spinning Activity Toy—Amazon Exclusive
124. POP Marvel: Year of The Shield - The Winter Soldier
125. Power Wheels Gameday Jeep Wrangler
126. Radio Flyer 16.5” Retro Toy Wagon—Amazon Exclusive
127. Radio Flyer Play & Fold Away Pirate Ship, Toddler Climber
128. Radio Flyer Play & Fold Away Princess Castle, Toddler Climber
129. Rainbow High 2021 Collector Doll (11-inch) Jett Dawson
130. Rainbow High Color Change Car
131. Rainbow High Fashion Studio – Includes Free Exclusive Doll with Rainbow of Fashions and 2 Sparkly Wigs
132. Ravensburger GraviTrax PRO Giant Set
133. Ravensburger The Earth 540-Piece 3D Jigsaw Puzzle
134. Snap Circuits Teach Tech Mech 5, Mechanical Coding Robot
135. Squeakee The Balloon Dino
136. Squishmallow Official Kellytoy Plush 16" Anya The Caticorn Mermaid—Amazon Exclusive
137. Star Wars Galactic Snackin’ Grogu—9.25-Inch-Tall Animatronic Toy
138. Star Wars Galaxy of Adventures The Mandalorian 5-Inch-Scale Figure 2 Pack with Fun Blaster Accessories
139. Step2 Neat & Tidy Cottage Homestyle Edition
140. Step2 Paw Patrol with Chase Adventure Cruiser Roller Coaster
141. Step2 Up & Down Roller Coaster Rapid Ride & Hide Edition—Amazon Exclusive
142. TeeTurtle—The Original Reversible Octopus Plushie
143. Thames & Kosmos Mega Cyborg Hand STEM Experiment Kit | Build Your Own Giant Hydraulic Hand
144. The Big Dig and Roll Ride-On Working Excavator with Wheels
145. ThinkFun Gravity Maze Marble Run Brain Game and STEM Toy—Toy of the Year Award Winner
146. TOMY John Deere Monster Treads Lightning Wheels Tractor
147. Tonka - Steel Classics Road Grader—Amazon Exclusive
148. Toysmith Beetle & Bee Build & Paint A Bird Bistro
149. Toysmith Beetle & Bee Build & Paint A Birdie B&B
150. Toysmith Beetle & Bee Solitary Bee Habitat—DIY Kid Art Craft Outdoor Bee Kit
151. Transformers Toys—Bumblebee Cyberverse Adventures Dinobots Unite Roll N’ Change Optimus Prime Push-to-Convert Action Figure
152. Treasures Of The Disney Vault Engineer Mickey Plush Basic
153. UBTECH JIMU Robot Mythical Series: Firebot Kit/App-Enabled Building & Coding STEM Robot Kit
154. UBTECH Mythical Series: Unicornbot Kit-App-Enabled Building & Coding STEM Learning Kit
155. Wizarding World, Magical Minis Amazon Exclusive Deluxe Hogwarts Castle and 3 Classroom Playsets
156. WowWee Got2Glow Fairy Finder
157. WowWee Pinkfong Baby Shark Official Baby Shark House Playset with 2 Extra Figures

  Macy’s and Toys“R”Us: Geoffrey’s Hot Toy List

1. Robo Rage Remote Control Two-Player Robot Fighting Set
2. Sharper Image-Robo Rage Remote Control Two-Player Robot Fighting Set
3. Hot Wheels-Monster Trucks Stunt Tire Playset
4. My Little Pony-Sing & Skate Sunny Starscout
5. Tie Dye Ultimate Set 148pcs, Only @ Macy's
6. Spidey & His Amazing Friends Web Quarters
7. Nerf-Fortnite Heavy SR Blaster
8. Mattel-UNO Triple Play
9. Play-Doh-Kitchen Creations Rising Cake Oven Play Set
10. Barbie-Color Reveal Surprise Party Dolls and Accessories
11. Marvel Avengers Mech Strike 6-inch Scale Figure
12. Marvel Avengers Mech Strike Captain America Shield
13. Super Mario-2.5" Bowser Castle Playset
14. Nerf-Elite 2.0 Flip Shots Flip-32 Blaster
15. Present Pets-Fairy Interactive Surprise Plush Puppy
16. Hatchimals-Flying Pixie
17. Nerf-Roblox Adopt Me - Bees Blaster
18. Jurassic World-Stomp And Escape Tyrannosaurus Rex
19. Wizarding World- Hogwarts Castle
20. Razor-A5 Lux Deluxe 200mm Wheels Kick Folding Scooter
21. Peppa Pig Pep Feature RV
22. Polly Pocket-Un-Box-It Popcorn Box Play Set
23. FurReal-Friends GoGo My Dancing Pup
24. PAW Patrol-Marshalls Transforming Vehicle
25. I. Joe-Origins Snake Eyes Ninja Strike Gear Ninja Strike Weapon Sash
26. Baby Alive Lulu Achoo Brnh
27. Fisher Price-Laugh & Learn Stroll & Learn to Walk Playset
28. Gund®-GUND P.Lushes Designer Fashion Pets
29. Pokemon Medium Characters-Mega Construx
30. Transformers-Cyberverse Roll & Change Figures
31. Gabbys Dollhouse-DreamWorks Purrfect Dollhouse Playset
32. Barbie-Fashionistas® Ultimate Closet™ Doll And Accessory
33. Barbie-Fast Cast Clinic
34. Super Mario-Nintendo Mini Remote Control Mario Kart
35. Hot Wheels-Monster Trucks Car Chompin Mega-Wrex Vehicle
36. FAO Schwarz-Peg Light Art Box
37. National Geographic-Light Up Air Rockets
38. Melissa And Doug-Kids' 6-Piece Good Clean Fun Play Set
39. My Squishy Little Dumpling
40. Spin Master Toys & Games-Beat the Parents Classic Family Trivia Game
41. Super Mario-Deluxe Bowsers Ship Playset
42. Star Wars-Galactic Snacking Grogu
43. Wizarding World- Enchanting Hedwig
44. Baby Shark-House Playset
45. Fisher-Price Laugh & Learn 3-In-1 On-The-Go Camper
46. Discovery Mindblown Toy Space And Planetarium Projector
47. Cipton Sports-LED Basketball Set
48. InkFLUENCER-We Wear Cute Style N Create Fashion Design Light Desk
49. Sharper Image-Night Riders Wireless Remote-Control Drifting Race Car With LED Lights And Smoking Tires
50. PAW Patrol-Transforming Vehicles
51. Monopoly Builder
52. Sharper Image-Remote Control Gravity Rover Antigravity Floor Wall Ceiling Climber
53. Barbie-Color Reveal Dolls
54. Frozen-Elsa's Magical Moments
55. Fisher-Price Sit-To-Stand Giant Activity Book
56. PJ Masks-Deluxe Battle Headquarter
57. Disney Princess-Style Collection Play Suitcase
58. Hasbro Beyblade Burst Surge Speedstorm Motor Strike Battle Set
59. Beyblade-Burst Surge Speedstorm Motor Strike Battle Set, 6 Pieces
60. Disney Princess-Style Switch Belle Set
61. Discovery Kids-Discovery Toy RC Dinosaur
62. FAO Schwarz-Laser Tag
63. Barbie-Dream House
64. Disney Princess-Longest Locks Rapunzle
65. Spidey And His Amazing Friends-2-In-1 Vehicles
66. Blues Clues You Wooden Take-Along House
67. Play-Doh Dino Crew Crunchin T-Rex
68. Discovery #MINDBLOWN-Discovery Mindblown Plasma Orb 6inch
69. Nerf-Trampoline Paddle Ball And Frisbee Set
70. Melissa And Doug-Blues Clues And You Mailbox Play Set
71. Mega Construx-187 Piece Hot Wheels Tiger Shark Monster Truck
72. Aerobie-Sonic Fin Football
73. Jurassic World-Wild Chomping Carnotaurus Toro
74. Hasbro-Kablab Game
75. Mattel-Pictionary Air

  Target: Bullseye’s 50 Top Toys of 2021

1. Healthy Roots Zoe Doll (Healthy Roots Dolls)
2. Baby Alive Lulu Achoo Dolls (Hasbro)
3. Disney Raya and the Last Dragon Land of Kumandra Set (Hasbro)—Target Exclusive
4. Play Ice Cream Truck (Battat) —Target Exclusive
5. Animal Planet Deep Sea Shark Rescue Submarine Set (BKD) —Target Exclusive
6. Kinetic Sand Sandyland Folding Sandbox (Spin Master)—Target Exclusive
7. OSMO Little Genius Starter Kit (Osmo)—Target Exclusive
8. LEGO Creator Botanical Collection Bird of Paradise (The LEGO Group)—Target Exclusive
9. LEGO Friends Heartlake City School (The LEGO Group)
10. Gravitrax Speed Marble Run (Ravensburger)—Target Exclusive
11. Peek-a-Roo (Spin Master)
12. Orbeez Soothing Spa (Spin Master)
13. O.L. Surprise! Family Pack 24K DJ and Neon (MGA Entertainment)—Target Exclusive
14. O.L. Surprise! OMG Movie Magic Studio (MGA Entertainment)
15. Na! Na! Na! Surprise 3-in-1 Backpack Bedroom Jennel Jaguar and Sarah Snuggles (MGA Entertainment)
16. Barbie Dreamhouse (Mattel)
17. Rainbow High Rockstars Lyric Lucas, Vanessa Nova, Carmen Major (MGA Entertainment)—Target Exclusive
18. Love, Diana Magical Musical Castle (Far Out Toys)
19. Ryan’s World Lost City Adventure Chest (Bonkers Toys)—Target Exclusive
20. Jurassic World Legacy Collection – Tyrannosaurus Rex Escape Pack (Mattel)—Target Exclusive
21. Star Wars Galactic Snackin’ Grogu (Hasbro)
22. Batman All-Terrain Batmobile Remote Control Vehicle (Spin Master)
23. Hot Wheels Monster Trucks T-Rex Volcano Arena Track Set (Mattel)
24. Monster Jam Remote Control Freestyle Force Grave Digger (Spin Master)
25. Imaginext DC Super Friends Transforming Bat-Tech Batbot (Mattel/Fisher-Price)
26. Unicorn Purse Pets (Spin Master)
27. Got2Glow Fairy Finder Pink Jar (WowWee)
28. Magic Mixies Magic Cauldron (Moose Toys)
29. FAO Schwarz Electric Guitar + Amp – Target Exclusive
30. LEGO Harry Potter Hogwarts Wizard’s Chess (The LEGO Group)—Target Exclusive
31. LEGO Star Wars The Armorer’s Mandalorian Forge (The LEGO Group)—Target Exclusive
32. Bluey & Jean Luc’s Caravan Adventures Playset (Moose Toys)—Target Exclusive
33. Melissa & Doug Let’s Explore Park Ranger Cabin and Boat (Melissa & Doug)—Target Exclusive
34. Our Generation Cozy Cabin (Battat)
35. 5 Surprise Toy Mini Brands Toy Store (ZURU Toys)
36. Lalaloopsy Sew Royal Princess Party: Suzette & Mimi La Sweet and Cosy & Teacup Hearts (MGA Entertainment)
37. PAW Patrol: The Movie Ultimate City Tower Playset (Spin Master)
38. Segway C20 Kids Electric Scooter (Segway)—Target Exclusive
39. Jetson Sync All-Terrain Hoverboard Black (Jetson)—Target Exclusive
40. NERF Elite 2.0 Flipshots Flip-32 Blaster (Hasbro)
41. Monopoly: Target Edition (Hasbro Gaming)—Target Exclusive
42. Chuckle & Roar Pop It! XL Tie Dye (Buffalo Games)—Target Exclusive
43. Throw Throw Avocado (Exploding Kittens)—Target Exclusive
44. Crossed Signals (Mattel)
45. Beyblade Burst Surge Speedstorm Slayer Showdown Battle Set (ADK Emotions/Hasbro)—Target Exclusive
46. Roblox Action Collection – Ninja Legends Deluxe Playset (Jazwares)
47. Nintendo Switch OLED (Nintendo of America)
48. Nintendo Switch with Neon Blue and Neon Red Joy-Con (Nintendo of America)
49. PlayStation 5 Console (Sony)
50. Xbox Series S (Microsoft)

Walmart: Top Rated by Kids Toy List

1. 1:10 RC Hot Wheels Rhimomite—Walmart Exclusive
2. Barbie Extra Doll & Vanity Playset—Walmart Exclusive
3. Batman RC All-Terrain Vehicle
4. Bluey 4WD Campervan Playset
5. Hot Wheels Massive Loop Mayhem Track Set
6. O.L. Surprise OMG House
7. Monster Jam Truck Wash Set
8. Rainbow High Color Change Car
9. Crayola Creative Fun Double Easel—Walmart Exclusive
10. Fisher-Price 4-in-1 Learning Bot
11. Kinetic Sand Sandisfactory
12. VTech KidiZoom PrintCam
13. 12V Jeep Gladiator Children’s Ride On in a variety of colors—Walmart Exclusive
14. Fisher-Price Bouncesational Bounce House with Built-in Pump—Walmart Exclusive
15. HALO Supreme Big Wheel Scooter in a variety of colors—Walmart Exclusive
16. Jetson Hali X Luminous Extreme-Terrain Hoverboard in a variety of colors—Walmart Exclusive
17. Kryptonics 28” Cruiser Skateboard—Walmart Exclusive
18. Monster Jam 24V Grave Digger Ride On—Walmart Exclusive
19. Razor Miniature Dirt Rocket MX125 Electric-Powered Dirt Bike—Walmart Exclusive
20. furReal Sweet Jammiecorn Unicorn
21. LEGO Creator 3 in 1 Fish Tank—Walmart Exclusive
22. Magic Mixies Cauldron in a variety of colors—Walmart Exclusive Color
23. Na! Na! Na! Surprise Kitty-Cat Camper
24. VTech Hover Pup—Walmart Exclusive
25. Disney’s Raya and The Last Dragon Color Splash Raya and Sisu
26. Jurassic World Stomp N’ Escape Tyrannosaurus Rex
27. LEGO Marvel Avengers: Endgame Final Battle
28. Paw Patrol Movie Tower
29. Ryan’s World Rocketship—Walmart Exclusive
30. Spark Create Imagine Cocomelon Bus—Walmart Exclusive
31. Star Wars Galactic Snackin’ Grogu
32. Baby Alive Lulu Achoo
33. Barbie Blonde and Black Hair Styling Head Tie-dye
34. Flybar 6V Bumper Car—Walmart Exclusive
35. Giant Sorry
36. My Little Pony Fashion Ponies in a variety of characters—Walmart Exclusive
37. Nerf Hyper Mach 100
38. Play-Doh Kitchen Creations Rising Cake Oven Playset
39. Marvel Spider-Man Super Web Slinger