By Haddon Libby
The 2025 Christmas shopping season is about to go into full swing, with retailers projecting record-breaking sales despite a tight 27-day window between Thanksgiving and Christmas. The National Retail Federation forecasts holiday retail sales will climb 4% over last year, exceeding $1 trillion for the first time. For parents, the hunt is on for toys that captivate kids while fitting budgets strained by inflation and tariffs. From TikTok-driven plush charms to interactive STEM sets, this year’s top toys for children blend nostalgia, creativity, and media magic. Here’s a rundown of what’s topping wish lists, based on industry trends and consumer insights.
With Black Friday on Nov. 28 and Cyber Monday on Dec. 1, retailers are rolling out deals early to capture early shoppers. A McKinsey survey found 77% of consumers are deal-hunting, with 49% prioritizing cost-saving gifts. Mobile commerce is king, driving more than half of all spending. For kids’ toys, parents want screen-free engagement and educational value, with nearly 9 in 10 folks planning to buy gift cards as stocking stuffers.
Here are some of the hottest toys for children under the age of 13:
- Labubu Plush Bag Charms($20–$100, ages 4–12): Pop Mart’s furry, monster-faced charms are the season’s breakout hit, fueled by TikTok frenzy. Sold via raffles to curb scalping, they’re a must-have for grade-schoolers’ backpacks.
- Bitzee Hamster Ball($30–$40, ages 5+): Parents do not need to visit the pet store for this electronic hamster-free hamster ball. With 20 potential varmints to unlock, parents praise its portability.
- Furby DJ($50–$70, ages 6+): Neon-hued with 1,000+ songs and games, this Furby’s DJ mode and meditation feature appeal to music fans, reviving 90s nostalgia.
- Bluey Playsets($20–$60, ages 3–6): VTech’s Road Trip and Supermarket Playsets, inspired by the hit show, spark imaginative play.
- Peppa Pig’s Baby Evie Doll($25–$40, ages 3+): With 20+ sound effects, this interactive doll rekindles Peppa’s preschool appeal.
- Toothless Dragon($40–$60, ages 4+): Tied to the How to Train Your Dragon remake, this toy’s mood-changing eyes and wing-revealing mechanics enchant kids.
- Play-Doh Barbie($30–$50, ages 3+): Kids mold Barbie’s fashions mess-free, a Good Housekeeping favorite for creative play.
- Slime Kits($15–$30, ages 6–11): Glow-in-the-dark slime with charms is a TikTok-driven sensory hit.
- Squishmallows($10–$50, ages 3+): Food-themed plushies like cinnamon buns are collectible must-haves.
- LEGO Sets($30–$100, ages 4–12): Bluey’s Family House and Spider-Man vs. Doc Ock sets tie into media.
- Magna-Tiles with Rails($40–$80, ages 3+): New rail designs boost STEM skills, with parents joining the fun.
- Toniebox 2($80–$120, ages 1+): This audiobox plays Disney and Ms. Rachel stories, cutting screen time. “It’s a bedtime game-changer,” said Lisa Tran, a Denver parent.
Four in five shoppers are looking for personalized gifts this year like Furby and Squishmallows. Sustainability resonates with two in three Gen Z parents, boosting reusable gift bags.
Retailers warn that Labubu, LEGO, and Bluey sets may sell out over the Black Friday weekend so act fast if these are on your shopping list.
Teens are passionate about skincare, fashion, and tech, with TikTok setting trends like retro cameras and cozy loungewear. Here are the standout picks for teenagers:
- Skincare and Beauty:Starface Hydro-Stars Pimple Patches ($20, Ulta) are a Gen Z favorite, with cute star-shaped designs and salicylic acid to tackle acne. “
- Tech Gadgets:Insta360 GO Ultra Camera ($150–$200, Insta360) lets teens film 360-degree skate sessions or dance clips, blending pro-level polish with ease.
- Cozy and Nostalgic:Jellycat Plush Keychains ($20–$40, Amazon) in quirky designs like baguettes or pickles are replacing Squishmallows. “Jellycats are the vibe this year,” said 14-year-old Sophie Chen of Seattle.
Haddon Libby is the Founder and Chief Investment Officer of Winslow Drake Investment Management. For more information on our Fiduciary RIA services, please visit www.WinslowDrake.com
