The Toy Insider Launches 2023 Holiday Gift Guide, Perfect Present Wizard for Stress-Free Holiday Shopping

The Toy Insider, sister publication of The Toy Book and the toy industry’s most influential organization and trusted go-to resource for parents and gift-givers, unveiled its expert picks today for the best toys, games, and gifts of 2023 in its 18th annual Holiday Gift Guide. This year’s hottest toys appear on one of three featured lists: the Hot 20, toys topping every kid’s wish list; the STEM 10, toys boosting STEM skills; and the 12 Under $20, fun-filled and affordable toys.

The Perfect Present Wizard offers users an easy way to find the ideal gift. | Source: The Toy Insider

The company also launched its interactive Perfect Present Wizard on, helping consumers find the best toys for every child on their holiday shopping lists. The quiz asks five simple questions to determine the child’s age and interests, as well as the desired play value and skill development, then recommends toys based on the shopper’s budget.

Whether you use our Perfect Present Wizard or browse our Holiday Gift Guide, with a wave of our magic wand, we’ll help you easily find toys that WOW kids across every age and interest — while sticking to your shopping budget!

Laurie Schacht, Chief Toy Officer, The Toy Insider

Data gathered by The Toy Insider shows consumers can expect to pay up to 20% more on toys during this holiday season. Despite that fact, the editorial team was able to find plenty of toys that offer endless fun without breaking the bank.

More than 70% of the toys in this year’s Toy Insider Holiday Gift Guide are under $50, with 125 under $25. It includes more than 360 toys from 135 toymakers, representing hot trends from foodie fun to kids’ favorite characters from Bluey, CoComelon, and Disney.

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  • HOT 20: The hottest toys of the year across age groups.

    • 0-2 YEARS: CoComelon Peek-a-Boo JJ (Jazwares), Fisher-Price Laugh & Learn Mix & Learn DJ Table (Mattel), Sesame Street Elmo Slide (Just Play), Touch & Learn Wooden Activity Cube (LeapFrog)
    • 3-4 YEARS: Ami Amis Party Pal (JAKKS Pacific), Barbie Dreamhouse Playset (Mattel), Bluey Hammerbarn Shopping Playset (Moose Toys), Disney Mickey and Friends Starter Set (Tonies), Marvel Spidey and His Amazing Friends Web-Spinners Playset (Hasbro), Switch & Go 3-in-1 Rescue Rex (LeapFrog)

    • 5-7 YEARS: Beast Lab (Moose Toys), Bitzee (Spin Master), Furby (Hasbro), L.O.L. Surprise! Magic Flyers (MGA Entertainment), LEGO Disney 100 Years of Disney Animated Icons (LEGO), Teenage Mutant Ninja Turtles Mutant Mayhem Pizza Fire Van (Playmates Toys)

    • 8+ YEARS: MINTiD Dog-E (WowWee), Pokémon Scarlet & Violet 151 Elite Trainer Box (The Pokémon Co.), Super Mario Bros. Wonder (Nintendo), Tamagotchi Uni (Bandai Namco Toys & Collectibles America)

  • STEM 10: Hydraulic Boxing Bots (Thames & Kosmos), K’NEX Marble Coaster Run (Basic Fun!), KAI: The Artificial Intelligence Robot (Thames & Kosmos), Magic Adventures Telescope (Leapfrog), Magna-Tiles Downhill Duo 40-piece Set (Magna-Tiles), PYXEL A Coder’s Best Friend (Educational Insights), Smithsonian Planetarium Projector (NSI International), Snap FM Radio (Snap Circuits), Space Rover Deluxe Coding Activity Set (Learning Resources), VR Oceans, Animals & Dinosaurs Gift Sets (Abacus Brands)

  • 12 UNDER $20: Air Hogs Zero Gravity Sprint (Spin Master), BumBumz (Jazwares), Crayola Wixels Activity Sets (Crayola), Disney Princess Core Fashion Dolls Assortment (Mattel), Fingerlings (WowWee), GooGames (Sky Castle), LEGO Classic Creative Neon Fun (The LEGO Group), MGA’s Miniverse Make it Mini Lifestyle (MGA Entertainment), Mr. Bendy (Fat Brain Toy Co.), Sketch Pals Forest Friends (Boogie Board), Style Bae (Just Play), YuMe Disney 100 Surprise Capsules (YuMe)

The Toy Insider gift guide submission process is open to all toy companies of all sizes. Toys must be new for 2023 and available at retail during the holiday season. When evaluating toys, the team considers play value, originality, skill building, product integrity, and fun factor.

The Toy Insider is an independent organization that delivers the latest toy news, product roundups and hands-on reviews. Its team of experts attends major toy industry trade shows and events and connects with manufacturers, retailers and analysts throughout the year. All toys found on are made by trusted, vetted manufacturers.

The Toy Insider’s Holiday Gift Guide is available at


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