The 60 Most Popular New Toys of 2025, Tested and Reviewed
Who wouldn't want to make Barbie new clothes out of Play-Doh?!
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When it comes to toys, companies have literally thought of everything you could imagine. A vending machine loaded with beauty products? Melissa & Doug has it. A collaboration between mega brands Barbie and Play-Doh? Yes, it's out there, and so much fun.
As toy experts, we've seen and tested a lot of toys over the years. We put these toys in the hands of kids of a variety of ages, and keep track on spreadsheets of what is a hit, if they actually enjoyed playing with it, and how durable each toy it is. That's how we know every toy here is really a winner.
This year, there are expansive new lines out tied to movies like Lilo & Stitch and How to Train Your Dragon, fun family games that'll challenge both kids and adults alike, and projects cool enough to capture your teen's attention for entire afternoons. There are collaborations from Little Tykes and Bluey, and L.O.L. Surprise! and Hello Kitty. New slime, new Stomp Rockets, and new storytelling devices—all the things.
Check out the top picks for babies, big kids, and every toddler in between.
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Furby's have been delighting kids since they came out in the late '90s, and now they've got a whole new look. This Furby has a long pillow-like body that makes him perfect for cuddles, but also his extended belly lights up and can make any room feel like a disco with Furby songs. Kids can make their own custom tunes as well, or play one of more than 20 games.
Ages 6 and up.
If you've run out of places large enough to hide yourself at home, you can still play the classic game with your kids with this interactive Bluey toy. Hide the six-inch toy anywhere, then press his nose for a countdown and clues for them to find.
Ages 3 and up.
It was a very good year to be a Stitch fan, as the new movie brough new toys with it. This model arrived in late summer and it's the closest you can get to having a Stitch of your very own. He sings, dances, moves, giggles, and has been so popular he's already sold out on Amazon once this year.
Ages 3 and up.
Cats (at least the one who was unlucky enough to see this in action) do not appreciate that this RC Gecko can crawl seamlessly from the floor and then scamper up the walls. We've seen multiple kids faces literally light up with awe the second it started scaling upwards.
Ages 8 and up.
The original Tapple was a huge hit on TikTok with Jimmy Fallon using it on the Tonight Show. Now there's a family-friendly Disney version, where you have to name words that tie to a theme, based on the letters that are left available. It's like trivia with a twist and a timer to add some tension.
Ages 8 and up.
There are so many collabs surrounding Wicked: For Good's release, but arguably one of the most adorable is the Care Bear duo. It features Love-a-Lot Bear as Glinda & Good Luck Bear as Elphaba, and comes in a pretty box for display.
Ages 4 and up.
We'd be remiss making a popular toy list and not including the one and only Labubu. The blind box bag charms are popular with teens and adults, just make sure you are shopping the actual POP MART store front to get one that's legit, because there are a lot of fakes out there that don't have the same quality standards.
Ages 15 and up.
There are hundreds of new LEGO sets that come out each year, and many of them are worthy of a spot on this list. This is a great intermediate build for kids who are hoping to start a display-worthy Lego collection, as it's colorful and stands over 10 inches tall when done.
Ages 9 and up.
American Girl has been making collectible 18-inch dolls for decades, but now younger kids can learn to appreciate the historical icons, like Addy. These soft dolls are made from a plus-knit fabric they can snuggle, and have embroidered eyes that make them safe for littles.
Ages 18 months and up.
If your kid isn't quite ready for the responsibility of an actual pet, this cute interactive toy might fill the void. They're absolutely adorable, and have super-cute responses when you touch their noses or scratch behind their ears. Plus, they can sit on a shoulder and have their own unique song to sing.
Ages 3 and up.
It's been 50 years since the original Monster Truck, Bigfoot, rolled out into the world. This easy-to handle 1:15 scale model RC vehicle lets you take this truck over a variety of terrains and can be recharged with a USB port.
Ages 6 and up.
We love when old-school toys get a reboot, and this next level Lite-Brite is so much more vibrant than they used to be. Now they have fun themes like Hello Kitty, with bright templated backdrops and LED lights to make them stand out as artwork on a wall.
Ages 6 and up.
In my job as a parenting editor, we see a lot (and we mean a lot) of stuffed animals that claim to be "soft." And while we have some favorite go-to brands, the newest one to add to that list is World's Softest. They are made from some of the cuddliest material ever, and this Highland cow is on trend for the year.
Ages 3 and up.
These pocked-sized racers have been a huge hit with everyone we've shown them to, no matter their age. The mini-cars flatten down, slide into the launcher, and at the touch of a button go speeding across the floor. They are perfect as stocking stuffers or to pack for holiday travel.
Ages 5 and up.
We know this might look like Tickle Me Elmo, but we assure you, this is new. Hokey Pokey Elmo sings in his distinctive voice as he dances to the hokey pokey, putting his right leg in and shaking it all about. Little kids really love dancing along with him.
Ages 18 months and up.
Looking for toys for teens who have sort of outgrown stuffed animals, but not really? Jellycats are hugely popular and stylish, making them a good choice for that notoriously picky age group. They'll especially love the food shaped ones like this sweet croissant.
All ages.
Brio has been making trains for over 140 years (yes, really!), and their wooden tracks are a staple for younger kids. But the company is still finding ways to innovate: This set of spiral tracks twists like a rollercoaster, and comes with emergency vehicles that can race to put out fires.
Ages 3 and up.
One of the funniest toys last year was Daisy the Yoga Goat, and now the same company has released Coco the Panda. She rolls around and does flips, loves to snack on bamboo, and is super ticklish.
Ages 3 and up.
My kids are absolutely spoiled for choice when it comes to bedtime devices, but I've never seen them fight over storyteller like they did with this thing. You put a character on top (the owl is included but there are more) and the projector tells the story. No need to press "next" or anything, it'll just go on its own. It's a great go-to if you have a kiddo who is having trouble staying asleep, as it's super easy to operate.
Ages 3 and up.
Even if you already have a mountain of MAGNA-TILES – actually, especially if you already have a mountain of MAGNA-TILES – your kid will love this new spin on the classic building tiles. Rails and balls allow kids to create their own tracks to learn about construction, gravity, and inertia. My kids love building these and tossing about a billion marbles down.
Ages 3 and up.
After over a decade as a digital editor, Maggie Panos is navigating freelance writing and full-time parenting. She covered entertainment for POPSUGAR from New York and San Francisco before setting down roots in tree-covered Portland and focusing on local journalism. A self-proclaimed "okay baker", Maggie is interested in all things lifestyle — especially if those things involve Bravolebrities.
Angel Madison is a shopping editor at Hearst Magazines with over 25 years of editorial experience. She writes about parenting, toys, plus-size fashion, sneakers, and more for brands like Good Housekeeping, Country Living, Prevention, and Esquire. Before her time at Hearst, Angel worked as a parenting editor for New Jersey Family and covered entertainment for NBC Universal, AOL, and TV Guide. When she’s not testing the latest footwear trends, adding to her collection of over 100 LEGO sets, or scouting for the hottest new toys, you can find Angel walking long distances (either in the woods or in New York City) and spending time with her daughter.
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