An Insider's Guide to the Hottest Holiday Toy Trends of 2023
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If you think the amount of toys in your living room is overwhelming, you should see the North American International Toy Fair: a massive annual industry trade show where hundreds of toy brands, big and small, come together under one (very big) roof to showcase their best products. Companies highlight their overall bestsellers — the perennial favorite toys that people keep buying again and again — but the Toy Fair is also a chance to unveil new toys that haven’t even hit the market yet, discover what’s trending, and celebrate the power of play.
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As SheKnows’ Parenting Editor, it’s my job to keep an eye on these things, so I spent two days exploring what felt like every square inch of the Toy Fair in October, ahead of the holiday season rush. Hey, it’s a rough job, but somebody’s gotta do it. I saw so much cool stuff, talked to toy industry experts, and even played with a toy or two (… or two hundred? Who’s counting!). But most importantly, I scouted out the trends that every kid wants to get their hands on this holiday season — the things that are going to be on wish lists all across the country.
If you want to be the cool parent or grandparent and gift the kids in your life the things they really want this holiday season, consider this your insider’s guide to the hottest holiday toys of 2023. Read on for some of the trends taking the toy world by storm.
Nostalgic Toys
As someone who was a kid in the ’80s and ’90s, it was like a trip down memory lane when I saw the toys and characters from my childhood making a reappearance for the kids of today — Care Bears, for example. Many of them have gotten a little bit of a facelift to appeal to modern consumers (interestingly, I noticed that a lot of them look a smidge anime-esque, which isn’t really a surprise since anime is big right now too … but more on that later). There’s also a trend toward the simple stuff we loved — remember the Wooly Willy and those handheld water ring toss games? How about the Spirograph or Fashion Plates? They’re all back!
Of course, Barbie continues to be back in full force. The OG adult doll has been through many different iterations since her inception in the 1950s (and has so many new outfits and accessories), but the Dreamhouse will always be a forever favorite.
Barbie Dreamhouse Pool Party Dollhouse with 3-Story Slide and 75 Pieces
And that’s not all the retro gems making a comeback: Beanie Babies have (re)entered the chat! In honor of the beloved toy’s 30th anniversary, parent company Ty released updated editions of a few of the original Beanie Babies (like this adorable Bones II, lighter in color and with softer fur than the original-release Bones). The updated old-school Beanies were released in very limited quantities and only to select retailers, so they’re sold out all the time. However, this seems to have reignited the Beanie craze; when I spoke to Ty at the Toy Fair, they told me that their Beanie Boo line (basically the modern iteration of Beanie Babies) is selling like hotcakes ahead of the holiday season — especially Meadow, this adorable orange fox!
TY Beanie Boo Meadow – Orange Fox – 6″
Glow-in-the-Dark Toys
One hot holiday toy trend I definitely noticed: From crayons to slime to stuffed animals to building blocks, it seems like everything comes in a glow-in-the-dark version these days! Some of kids’ favorite toys are getting a literal “glow-up” — like these Magna Tiles!
MAGNA-TILES Glow 16-Piece Magnetic Construction Set, The ORIGINAL Magnetic Building Brand
Another bestselling toy that now comes in a glow-in-the-dark version: TeeTurtle’s TikTok-viral reversible octopus plushie!
TeeTurtle – The Original Reversible Octopus Plushie – Glow in the Dark – Cute Sensory Fidget Stuffed Animals That Show Your Mood
And hands-on creative activities that glow are big too, like the bestselling make-it-yourself toy Squishies activity kit from Elmer’s, or the travel-friendly Glow Art Studio from Crayola.
Crayola Travel Glow Art Studio
Pop Culture Toys
When it comes to toy trends, we’re seeing a lot of characters from pop culture becoming playthings — from video games and anime to movies like Barbie and Teenage Mutant Ninja Turtles: Mutant Mayhem. That last one packs a one-two punch, as these characters are not only popular now thanks to their recent movies, but appeal to that hot nostalgia factor as well!
Teenage Mutant Ninja Turtles: Mutant Mayhem Ooze Cruisin’ Action Figure Set – 6pk
And remember when I said anime was particularly trendy right now? Toys like this Tanjiro action figure from Demon Slayer are flying off the shelves. People are also loving figurines like these and these from Naruto.
BANDAI NAMCO Entertainment Ultimate Legends – Demon Slayer – 5″ Tanjiro Action Figure
Educational Toys
As a mom myself, I know that when our kids can combine play and learning, it feels like a win. According current data compiled by The Toy Association, 81% of parents reported being “very or extremely likely” to buy at least one toy with educational value this holiday season. And why not? They may as well build brain power while having fun too! It isn’t just STEAM or literacy toys that are popular, either; parents are also looking to build kids’ skills in (or at least familiarity with) things like cooking and cleaning. Which might explain why I saw a ton of adorable play kitchen setups like this one at the Toy Fair.
KidKraft Farmhouse Play Kitchen with 18pc Accessory Play Set
Of course, there’s no shortage of popularity when it comes to other learning toys like this bilingual “100 Words” book from LeapFrog …
LeapFrog Learning Friends 100 Words Book
… or, for older kids (and according to the rave reviews, adults!), things like this Gravity Maze Marble Run.
ThinkFun Gravity Maze Marble Run Brain Game and STEM Toy for Boys and Girls Age 8 and Up: Toy of the Year Award Winner
Eco-Friendly, Sustainable Toys
Not a moment too soon, sustainable toys are really on the radar as one of the hottest toy trends of the holiday season. I noticed a huge (and welcome!) shift toward sustainability and eco-friendliness: toys made of sustainably-harvested, recycled, or organic materials, colored with non-toxic paints, etc. Not only that, but some of these toys are normalizing eco-friendliness to kids, too — check out the solar panels on this wooden dollhouse by Hape!
All Seasons Kids Wooden Dollhouse by Hape | Award Winning 3 Story Dolls House Toy with Furniture, Accessories, Movable Stairs and Reversible Season Theme L: 23.6, W: 11.8, H: 28.9 inch
Toys made with wood certified by the Forest Steward Council (FSC) – a nonprofit organization that ensures wood has been harvested and processed in a way that protects the environment, respects the rights of workers, and is financially sustainable — are a big deal right now. I loved this FSC-certified ice cream shop from Melissa & Doug.
Melissa & Doug Wooden Cool Scoops Ice Creamery Play Food Toy Wooden Pretend Play Frozen Treats for Toddlers, Preschoolers, Boys and Girls – FSC-Certified Materials
Toys That Promote Diversity & Inclusion
The environment isn’t the only thing parents are being conscientious about this holiday season; another exciting thing I saw was a trend toward toys that promote diversity and representation. Yay! The Toy Association’s survey revealed that almost a third of parents have already purchased toys designed to teach their kids about diversity, equity, and inclusion. One brand devoted to this cause is Worldwide Buddies, whose entire line is designed to expose kids to cultures and colors from around the world — and I love their advent calendar, which is perfect for this time of year.
Around the World Advent Calendar
Another company I love that’s solely dedicated to fostering inclusion and diversity is Kids for Culture, a female-founded and Black-owned small business. They make so many unique products, like these Alphabet Affirmation flash cards.
Kids For Culture: Alphabet Affirmation Flashcards-Letters A-Z 26 ABC Flash Cards for Babies, Toddlers, Kids. (4” x 5” Set of 26)
Toys for ‘Kidults’
Who says kids get to have all the fun? There’s no such thing as outgrowing toys these days, as is evidenced by the “kidult” trend: adults have money, and they’re spending it on toys for themselves, for their partners, for their teens and young adult children. Board games, collectible figurines, and elaborate LEGO sets like this one are flying off the shelves.
LEGO Icons Flower Bouquet Set
Games for ages 14 and up are a big deal right now too (great news for those of us whose kids are firmly in the middle of the teen years and are looking for things they’ll actually want to do with us). They can be played as a family, or with friends for a grownup night in — like “Okay, Genius“, which asks funny questions about offbeat topics like “How many pairs of underpants are ideal?”
Okay, Genius Card Game
There are so many cool things to play with these days, and I found it so interesting to discover the hot toy trends for 2023. I also kinda love that the industry is trending toward the simpler things: durable wooden toys, for example, and things like the classic Etch-a-Sketch that kept us occupied for hours as kids. I left the Toy Fair with a bunch of blisters on my feet thanks to a ton of walking and a poor choice of footwear … but even more, I left with a sense of wonder and a fierce desire to be a kid again.
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