The Toy Insider Experts Reveal the Hottest Toys & Games of 2025, Launch Biggest-Ever Holiday Gift Guide

Milestone Guide with Nearly 400 Vetted Products Includes 175+ Toys & Games Under $25, with Coveted Hot 20, STEM 10 & 12 Under $20 Picks Averaging Under $60

NEW YORK, Sept. 17, 2025 /PRNewswire/ -- The Toy Insider, the toy industry's most influential organization and a trusted go-to resource for parents and gift-givers, unveiled today its expert picks for the best toys, games and gifts of 2025 in its 20^th annual Holiday Gift Guide. The guide includes three featured lists that spotlight this year's hottest toys: the Hot 20, the most sought-after toys of the year; the STEM 10, top educational toys that promote STEM learning; and the 12 Under $20, budget-friendly toys packed with all the fun. Altogether, the milestone holiday gift guide is its biggest one yet, with nearly 400 toys from 182 toymakers.

Between the rising cost of living, supply chain disruptions amid tariff pressures, and a short shopping window between Thanksgiving and Christmas, shopping for toys with a game plan is crucial this holiday season. Despite these headwinds, toy manufacturers are laser-focused on keeping playtime accessible and affordable for families: more than 70% of the toys featured in this year's gift guide are less than $50, with more than 175 toys less than $25.

"Shoppers are dealing with higher prices everywhere, toys selling out faster than ever, less time to figure it all out, and the constant worry about costs going up even more – it's honestly overwhelming," said Laurie Schacht, Chief Toy Officer, The Toy Insider. "That's precisely why we created our largest Holiday Gift Guide yet: to be your solution to all of it, with an abundant selection of toys that do double duty. All our curated picks create those magical holiday moments while respecting any holiday budgets."

For the second year in a row, the Holiday Gift Guide is powered by Energizer, the official and exclusive battery partner of The Toy Insider. All toys chosen for the guide that require batteries will feature an ENERGIZER BUNNY™ icon that reminds shoppers to purchase the necessary batteries in advance, so toys are ready for play from day one.

The guide represents a trendy assortment of playthings tied to blockbuster releases like Superman, Wicked: For Good, Lilo & Stitch, and Fantastic Four, as well as elevated options for older kids, from collectibles and strategy games to activities. Budget-friendly gifting remains front and center, proving that even with tight wallets, families can still score hot toys without compromising on fun.

Media Kit: For product fact sheets and high-res product photography, b-roll of The Toy Insider's Hot 20, STEM 10 and 12 Under $20, click here.

The Toy Insider's Hot 20

0-2 years
Fisher-Price Laugh & Learn 4-in-1 Activity Easel (Mattel)
Ms. Rachel Spin Along Learning Wheel (Spin Master)

3-4 years
Bluey Supermarket (Moose Toys)
Fisher-Price Imaginext Jurassic World Rebirth Ultimate Action Chomp T. Rex (Mattel)
furReal Maggie the Feed & Follow Cow (Just Play)
Gabby's Dollhouse Meow-mazing Interactive Dollhouse (Spin Master)
Imaginair Bumper Cars (Flybar)
Simmer & Stir Stovetop Play Set with Water Wow! Color Reveal (Melissa & Doug)
Spidey & His Amazing Friends Amazing Flip Spidey (Jazwares)
Tales of the Teenage Mutant Ninja Turtles: Pet Turtle Playset (Playmates Toys)

5-7 years
Disney Ultimate Stitch Interactive Feature Plush (Just Play)
Furby DJ Furby Rainbow (Hasbro)
L.O.L. Surprise! Hair Beads Salon (MGA Entertainment)
Little Live Pets Ouchies (Moose Toys)
Play-Doh Barbie Designer Fashion Show (Hasbro)
Tamagotchi Paradise (Bandai Namco Toys & Collectibles America)

8+ years
Care Bears x Wicked 2-Pack Boxed Set (Basic Fun!)
LEGO Technic Ferrari FXX K (The LEGO Group)
Nintendo Switch 2 + Mario Kart World Bundle (Nintendo)
Pokémon Trading Card Game: Mega Evolution Elite Trainer Box (The Pokémon Co.)

The Toy Insider's STEM 10

3Doodler Candy (Wobbleworks)
Build-a-Buddy Activity Board (TOMY International)
ChompSaw (Chompshop)
Connetix 70-Piece Pro Constructor Set (Connetix)
ESPN Virtual Reality (Abacus Brands)
MAGNA-TILES Rail Racers Deluxe 90-Piece Set (MAGNA-TILES)
My Robotic Pet: Coding Chameleon (Thames & Kosmos)
National Geographic Mega Science Lab (Blue Marble)
Spy Kit (Elenco Electronics)
The Amazing Human Body (Thames & Kosmos)

The Toy Insider's 12 Under $20

Booksy: The Disney Edition 1 Pack Window Box (PMI Kids' World)
CarTuned – Custom Shop Series 1 (MGA Entertainment)
Clickeez 5 Pack (Goliath)
Disney ily 4EVER and Pixar Tote-ily Teenies Wave 2 (JAKKS Pacific)
Goo All-in-One Sensory Station (Crayola)
Gui Gui (Moose Toys)
Jelly Bands Peggable Blister (WeCool Toys)
Marshmallow Madness (PlayMonster)
Playskool Flip & Fun Sensory Board (Just Play)
PlayTab Go (Fat Brain Toys)
RoseArt Crystal Gem Creations (Cra-Z-Art)
Stretch Armstrong (Basic Fun!)

At thetoyinsider.com, parents and gift-givers can easily search for toys and games by age (0-2, 3-4, 5-7 and 8+) and compare prices across authorized retailers. 

The Toy Insider gift guide submission process is open to all toy companies of all sizes. Toys must be 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 thetoyinsider.com are made by trusted, vetted manufacturers.

About The Toy Insider
The Toy Insider is the go-to source for information about kids' toys, tech and entertainment. Its expert team publishes two seasonal gift guides yearly and reviews toys daily to find what's hot and trending. Visit www.thetoyinsider.com for reviews, toy news, giveaways and parenting tips. Follow them on Instagram, TikTok, X, Facebook and YouTube.

Media Contact:
Elizabeth Tran
LKPR, Inc.
[email protected]
973-885-0056 (mobile)

SOURCE The Toy Insider