After looking at nearly 12 million different toys and games that are available in the U.S. Amazon store, the company’s toys team has pared that down to the top 200 toys from the most popular brands – Mattel, Disney, LEGO, and more.
“What customers love about Amazon – convenience, value, and our wide selection – makes Amazon the ultimate shopping destination for holiday toys,” said Anne Carrihill, director of toys and games at Amazon. “Last year, more than 60 million U.S. consumers shopped with us for toys during the holiday season, and we sold toys at a pace of more than 2,000 per minute.
“The Amazon toys team serves a big, diverse group of customers, each one with a unique need. We created the 2023 Toys We Love list not just as toy enthusiasts, but also as parents, aunts, uncles, friends, and people who love to collect and play with toys ourselves. We never forget that our customers are hoping to share a little piece of holiday magic with each gift they buy.”
Highlights from the list
With more than 200 toys to choose from this holiday season, including Amazon exclusives, Amazon has spotlighted over two dozen of the toys that have made this year’s list:
Wild Republic Amazon Exclusive 2023 Holiday Fox 12” Plush: $18.99
Orjin Bees Lovey Coiley Baby Bee: $49.99
Barbie Science Lab Playset with 2 Dolls, Lab Bench, and 10+ Accessories (Amazon Exclusive): $29.99
Transformers Toy Rise of the Beasts Beast-Mode Bumblebee: $52.99
Bluey Vehicle and 4 Figure Pack, Escape Convertible, 9 Accessories and Sticker Set (Amazon Exclusive): $34.99
Gabby’s Dollhouse Cruise Ship: $55.00
Sesame Street Monster Meditation Elmo (Amazon Exclusive): $19.99
Pokemon 8-Inch Plush First Partner Three Pack: $34.99
Thames and Kosmos Spy Labs: Forensic Investigation Kit: $30.01
Tech Deck Skatepark and Carry Case: $49.99
Five Surprise Mini Brands Limited Edition Disney Advent Calendar: $29.99
Fisher Price Little People Mickey and Friends Playset: $49.99
MGA Entertainment Miniverse – Make it Mini: Multi Pack: $29.96
LEGO Star Wars 332nd Ahsoka’s Clone Trooper Battle Pack, 108 pieces: $19.99
What’s Next? Special Needs Set: $59.99
Play-Doh Creativity Starter Station: $49.99
Dre to the Moon Puzzle, 48 Pieces: $24.99
Little Tikes First Dishwasher: $49.99
Latinistas Lola: $12.99
Little Live Pets – My Puppy’s Home: $59.00
Squishmallows 16-Inch Rosie Spotted Pig with Flower Crown: $24.99
Beast Lab – Stealth Strike Cat Beast Creator: $79.99
Teenage Mutant Ninja Turtles: Mutant Mayhem Be a Ninja Roleplay Treasure Chest Set: $39.36
Disney 100 Wonderful World of Color Tinker Bell: $49.99
LEGO Icons Tranquil Garden, 1,363 Pieces: $109.95
Super Mario Bros. Movie 7-Inch Bowser Action Figure: $29.97
To make shopping easier, Amazon has created categories for the toys list to help consumers find what they’re looking for. Shoppers can choose from: 0-2 years old, 3-5 years old, 6-8 years old, 9-11 years old, 12 years and up, Action Toys & Vehicles, Arts & Crafts, Building Toys, Dolls and Collectibles, Games & Puzzles, Learning & Technology, Outdoor Sports & Ride-Ons, Plush, Preschool & Pretend Play, and Amazon Exclusives.
More holiday shopping
In addition to Amazon, Walmart is the only other retailer that has started prepping consumers for the 2023 holiday season so far.
The retailer released its 2023 Top Toys List at the tail end of August, sharing all of the deals on the most popular toys for the holiday season. As part of the list, Walmart created a special list – 25 Toys Under $25, helping consumers check everyone off their shopping lists for less this year.