The Toy Insider Reveals the Hottest Toys For 2025! Plus, More of Our Favorites!
The team at The Toy Insider has what is arguably the coolest job ever: to play with and test thousands of toys each year, narrowing down a list of favorites to help parents like you find the perfect gift.
We recently caught up with The Toy Insider’s Chief Toy Officer, Laurie Schacht, a mom of three who lives part-time in Southwest Florida- for her top tips when it comes to shopping and of course, a few of her top picks from the 20th annual Holiday Gift Guide!
Laurie, is there an advantage to getting started early with holiday shopping?
Laurie Schacht: So, tariffs have impacted our industry. And it just keeps going up and down. Everyone's confused, and that includes me. Here's what I do know for sure: prices will be higher. One of the reasons we tell parents to buy now, if you see what you're looking for is the things that were already in this country or already being shipped to this country before everything hit, they're about the same price.
Two months from now, the prices are going to be higher. Some of them are a dollar or two, and you'll hardly feel it. Some of the larger high-ticket items, instead of being $99 now, might be $119 or $120. Budget extra for those splurge items, but remember that there's plenty of toys you can buy under $20. We're always very proud of our 12 Under 20 List.
How does your team figure out the best of the best each season?
Laurie Schacht: We look at a lot of things. The integrity of the toy, is it new? We look at play value. And when we're testing internally, we play with everything, because even as grown-ups, we have a lot of fun.
All of our editors-in-chief have been with us for a super long time. They're part of this industry. We recognize what a great toy is. Our editorial team is at every single trade show, talking to every single manufacturer. They know every single trend that's going on — the viral moments that are happening on TikTok and other social media platforms.
Alright — let’s dive into the top picks!
From The Toy Insider's Hot 20 List
Fisher-Price Laugh & Learn 4-in-1 Activity Table & Easel
Best for: ages 6 months to 3 years
With great bang-for-your-buck appeal, this activity table seriously has everything to grow with baby, from sitting to standing to creating. There’s even an easel. Smart Stages content includes 135+ sounds, phrases and songs that teach numbers, colors and shapes, with classic busy activities like a flip book, bead bar and spinner; $64.79 at major retailers.
Bluey Supermarket Playset
Best for: ages 3 to 4 years
Attention shoppers: Bluey and Bingo are hitting the grocery aisles in Bluey’s Supermarket Playset, inspired by the “Kids” episode. The supersized playset features an intercom that plays 24 sounds and phrases plus a kid-powered escalator that gives shoppers a “lift” to the second floor; $49.99 at major retailers.
Simmer & Stir Stovetop Play Set
Best for: ages 3+
The latest from Melissa and Doug, this cooking set uses Water WOW! technology to bring food to life in a new way. Kids can “cook” with water or pretend olive oil; includes color-changing vegetables, proteins and sauces; $19.99 at major retailers.
Furreal Maggie the Feed & Follow Cow
Best for: ages 4+; $44.99
Little Live Pets Ouchies “Cooper”
Best for: ages 5+; $59.99
If your kids love taking care of their stuffies like mine do, they’ll love Maggie and Cooper. Maggie is a super sweet calf, featuring over 50 different combinations of sound and motion reactions, and will follow a bottle when led. Meanwhile, Cooper hurt his paw and needs to be nursed back to health before he heals. This poor pup limps, whimpers and comes complete with a cast that kids can color.
LITE-BRITE Colorpop Collection
Best for: ages 6+
A long-time favorite gets a fresh set of brand-new scenes to light up your holidays, including Stitch, Hello Kitty, Elf on a Shelf and more; $21.99 on Amazon.
Tamagotchi Paradise, $44.99 on Amazon
Care Bears Digital Pet, $26 at thumbsup.com
Best for: ages 6+
Bring Tamagotchi Paradise with you everywhere to enjoy mini-games and watch the Tamagotchi Planet grow into Paradise. We love how the new version allows for characters across generations, and that you can dock two devices together to connect and play with a friend. Meanwhile, choose from Grumpy Bear, Cheer Bear, Funshine Bear, Good Luck Bear and Share Bear, from Thumbsup.com’s more budget-friendly version that you can clip to your keys, bag or backpack.
From The Toy Insider’s STEM 10
CHOMPSAW (CHOMPSHOP)
Best for: ages 3+
Put the kids to work with their very own, kid-safe power tool (we promise!) made for cutting cardboard. Cut straight lines, complex curves, plus slots and tabs for building 3D shapes. Kids will love transforming ordinary cardboard into fantastic forts, DIY costumes and more; $249 at chompshop.com.
MAGNA-Tiles Travel Set Deluxe 55-Piece Set (MAGNA-Tiles)
Best for: ages 3+
These microMAGS are adorable and now come in a convenient travel case, perfect for car rides, restaurants, vacations and more; $39.99 at major retailers.
3Doodler Candy (WOBBLEWORKS, INC.)
Best for: ages 8+
The all-new version of 3Doodler’s 3D pen lets you eat your art with 3Doodler Candy, where you can design real, colorful candy creations with sugar-free, gluten-free candy capsules. It’s the perfect gift for little bakers to decorate cookies, cupcakes, cakes and more; $59.99 at Target, Kohl’s, Barnes & Noble.
My Robotic Pet: Coding Chameleon (Thames & Kosmos)
Best for: ages 8+ with help; 12+ “I got this!”
This robot utilizes a color sensor, infrared sensor and RGB LEDs that allow kids to use colored action cards to program the robot to respond to gestures, change colors and automatically fire and retract its tongue! $54.95 at major retailers.
LEGO TECHNIC Ferrari FXX K 42212
Best for: ages 10+
This LEGO build is seriously cool – kids can build a realistic model version of the Ferrari FXX K with authentic features including its butterfly doors and V12 engine with moving pistons; $64.99 at the LEGO Shop and major retailers.
For an extended list, visit thetoyinsider.com
Even MORE Things We Love!
How to Train Your Dragon:
Ultimate Plasma Blast Toothless and Blast & Roar Toothless Mask
Best for: ages 4+
Fans of the movies will love making their own Toothless fly with this realistic and impressive 25-inch wingspan, which flaps when moved up and down. He can also roar and emit glowing plasma. For the ultimate in imaginative play, the dragon costume mask features lights, sounds and mist that you can refill; each are $29.99 at major retailers.
Luna StoryTime Projector
Best for: ages 3-7 years
Combining the Toniebox with projected stories and a nightlight, we love how this all-new device doesn’t use Wi-Fi, downloads or apps. Vivid projections, expressive narration and sing-alongs turn storytime into an immersive, screen-free adventure. Each content character plugs in for 30-70 minutes of edutainment, from original stories to preschool favorites like Daniel Tiger’s Neighborhood, PAW Patrol and Sesame Street; Starter Set, $69.99, and Content Characters, $17.99 each, at LunaStoryTime.com.
Beautiful New Books to Gift
First Big Book of Why, by Sally Symes, Stephanie Drimmer and Britannica Group
Able to satisfy even the most curious children with over 100 questions verified by Britannica experts and spanning a range of topics including animals, the body, machines, space, and more; ages 4+.
A Gift of Dust, by Martha Brockenbrough; illustrated by Juana Martinez-Neal
Revealing the hidden wonders of how Saharan Dust impacts the world, from slowing a hurricane to nourishing a rainforest; ages 4-8.
The Tomorrow Tree: How Nature Creates New Life from Old, By Valentina Gottardi, Maciej Michno and Danio Miserocchi
A lyrical celebration of the amazing new ecosystem that flourishes after a tree dies; ages 6-9.
Mysteries of Marine Mammals, By Amandine Delaunay
An enchanting non-fiction exploration of our world’s greatest marine mammals; ages 7-10.
Open Wide: Jaw-Dropping Mouths of The Animal World, by Letizia Diamante
Dive into the most marvelous mouths of the animal kingdom, from the awesome jaws of the great white shark to the tiny teeth of the garden snail; ages 7-11.
An Immense World, by Ed Young; illustrated by Rebecca Mills
Explore the amazing ways animals see, hear and feel the world with Pulitzer Prize winner Ed Yong; ages 8-12.
Related stories we think you'll LOVE:
Originally published in the November 2025 issue of Tampa Bay Parenting Magazine.