Toy and game companies have submitted their own selections for the holiday season in The Toy Book's "Hot for Holiday" roundup, and the lineup runs from sensory novelty items and plush to construction kits, tech-enabled playthings and long-running licensed franchises. The publication noted that the products were put forward by their manufacturers, which highlighted the lines they want retailers to have on their radar this season.
The picks cluster around the kinds of play companies are betting on: imaginative worlds, hands-on experiences, sensory fun, tech-forward play and familiar franchises.
Sensory and novelty items
Goliath's Chester, a butt-shaped character priced at $29.99 for ages 8 and up, wiggles and lets out sound effects when squeezed, and dances when its head is pressed. Schylling's NeeDoh Halloween countdown ($14.99) hides six NeeDoh surprises and seven Halloween treats behind 13 doors. Horizon Group USA's slow-flow glitter gel stress toys ($4.99–8.99) carry licenses including Squishmallows, Hello Kitty, SpongeBob SquarePants, Minecraft and Bluey, while Yoonique's 4-inch farm plush ($4.99) pairs soft fabric with a squeezable rubber core.
Plush and preschool play
Just Play's Tiggle Me Elmo Giggle Max ($39.97, 18 months and up) is an 18-inch reworking of the 1990s toy, with laughter and full-body movement. ZURU's Mommy Elephant walks and reveals two, three or four babies that can be linked to her tail to form a train; it requires three AA batteries. Melissa & Doug's modular playset line is listed at $9.99–34.99 for ages 0–2, with rearrangeable rooms and figures that can be posed standing or sitting. A five-story Bluey-inspired home ($149.99, AA batteries) includes themed accessories in each room, with the chimney projecting spinning stars and moons.
Building, STEM and craft
Ravensburger's BRIO World Space Deluxe Set ($279.99) is a 56-piece, space-themed expansion of the wooden railway with a multilevel layout, tunnels, a space station, a rover and a shuttle with lights and sounds; astronaut figures have magnetic suits that connect to a tether inside the shuttle. The LEGO Group's 106-piece Bluey set ($24.99) includes Bluey and Rusty mini-figures and a school scene. A 502-piece Minecraft Skeleton build (ages 10+) has a jointed neck and arms, a removable diamond helmet and unlocks an in-game skull cap. Fat Brain Toys' tube-building set ($129.95) uses adjustable airflow to send foam balls racing through constructions, and CONNETIX's travel pack, distributed by Brave Toys at $25, packs 32 compact pieces and two sheets of reusable stickers into a carry tin. Magna-Tiles' lighthouse set, Blue Marble's gemstone keychain kit and Hapiko's voice-powered sticker maker round out the craft and construction entries.
Tech-forward and interactive
Jazwares' Pikachu ($79.99) offers more than 100 action and sound combinations with touch sensors, blinking eyes and mouth movement. Tonies' Toniebox 2 Pokémon set ($199.99, ages 5+) includes Pikachu, Squirtle, Charmander and Bulbasaur figures for the screen-free audio player. Cra-Z-Art's instant camera prints black-and-white photos in seconds and comes with markers and stickers for decorating them. Loops Lab's DJ set (ages 12+) has an eight-spot stage that lights in multiple colors, five Waveravers characters and two HedX figurines. Golden Bear's Strikesphere basketball trainer ($99.99) uses light-guided drills and an LCD scoreboard, and Fizz Creations' keyring arcades ($16.99–39.99) carry PAC-MAN, Tetris and Grinch games.
Franchises and collectibles
Mattel's modular dollhouse ($214.99, ages 3+) arrives with nine indoor and outdoor play areas, two pools, two slides and more than 65 accessories, plus two house structures that can be joined into one home or bridged as two. Hasbro's 11-inch action figure ($54.99) converts to a car in four steps, and MGA Entertainment's mini dolls ($11.99, ages 4+) cover eight music genres, each in a pink disco ball with a record player on top. The Pokémon Co. International marks 30 years of the brand with an Elite Trainer Box ($49.99, ages 6+) introducing a Futuristic Rare card rarity and all-foil cards. Playmates' Mega Thunderzord ($37.99) plays more than 15 phrases and sounds with light-up eyes, Spin Master's Rocky recycling truck ($64.99) pops out a 2-foot inflatable dinosaur, and Super Impulse's Drip Drops sneaker collectibles come with a display shoebox, real laces, a case and a keychain.
Also on the list are TOMY International's woodland-themed blind boxes ($18.99–24.99, ages 15+), License 2 Play's Domo collectible ($4.99–14.99), Moose Toys' slime unboxing kit ($32.99) with five slimes and more than 50 mix-ins, Taco Cat Games' go-kart card game (ages 7+), Simplay3's oversized sensory nest ($129.99, ages 2+) and Jakks Pacific's Donkey Kong playset ($19.99). The Toy Book said a version of the feature also appears in its 2026 Fall Toy & Licensing Preview issue.