We have a saying around The Toy Insider offices that we start saying somewhere around March each year: “Christmas is tomorrow.” In this industry, it feels like the big, looming holiday season is always right around the corner — and now, as we teeter on the edge of the fourth quarter, it truly is.
Prep for the launch of our 21st annual Holiday Gift Guide is in full swing, and we want to give you a sneak peek at some of the trends we’re seeing. As always, our Holiday Gift Guide features our three big lists: Hot 20, STEM 10, and 12 Under $20, but that’s just the beginning: We feature hundreds of the hottest toys of the year, each evaluated on our five-point play criteria and a full year of trend-spotting with all of our favorite industry folks. So, read on for a preview of what we’ve discovered so far.
Screen-Free Tech
As we continue to advance tech in our everyday lives, we do it in the toy box, too. Companies are using innovative tech to make interactive toys that keep kids engaged and entertained — without the screens. Although kids love their devices and buzzy tech like AI is booming, these toys are safe, screen-free ways for kids to play in the digital age
All About the Squish
From toys that squish to fidgety games and collectibles, these toys are all about tactile, sensory play. This category covers everything from viral must-haves like NeeDoh and Squishmallows to games and collectibles that satisfy the senses. Whether it’s squishy, stretchy, clicky, slimy, or any other “-y,” we’re all in on these tactile toys.
Flaunt Your Style
Toys as fashion? You bet! Kids — and kids at heart — are using collectible plush, bag clips, and more to flaunt their personal style. Whether these toys are clip-on bag companions, a way to customize accessories, or collectibles that double as cute home decor, everyone can show off their personal style through play.
Nostalgic Fun
Retro is back — back again! Nostalgic brands continue to hold the spotlight in the toy aisle, as parents and grown-up shoppers are drawn to the brands they loved as kids and want to share with the next generation. From popular ’80s and ’90s brands to arcade cabinets and more, there’s plenty to make you feel like you’re back in the good ol’ days.
And there’s more to come! Follow along with The Toy Insider’s coverage for more trends featuring kids’ big (and small) screen BFFs, more mystery bag collectibles than you can keep track of, and games that bring the family together to play. Plus, keep an eye out for our full Holiday Gift Guide — expertly curated, the hottest toys of the year for kids of every age — on Sept. 23. For more information and a preview of our hot lists. as seen on The TODAY Show, visit thetoyinsider.com.
*Editor’s note: The Toy Insider is a sister publication of The Toy Book, both published by Adventure Media & Events.
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A version of this feature appears in The Toy Book‘s 2026 Fall Toy & Licensing Preview Issue. Read the full issue here!
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