Top toys 2023: 37 best toy gifts from John Lewis, Argos, Amazon & MORE
Wondering what toys kids are loving this year? The top toys of 2023 lists are just what you need to know which toys are most popular this Christmas. As a mother myself, I know that choosing the most joy-inducing Christmas gifts for our kids isn’t always easy, so every shortcut is welcome. Which is why I've put together this definitive list of all the Top Toys for the festive season for this year, shoppable both in the UK and the USA.
“Knowing what to buy a child, even your own, is a minefield,” says HELLO! Online Commerce Partnerships Editor and busy mum Carla Challis. “There's so much choice that I often find myself stumped, and become overwhelmed by it all. Or, I end up buying something similar to what my kid has rather than something a little different.
"To save time (and my sanity) I always look to a top toys list for inspiration - I don't have time to be researching what's hot this year in the toy world but these lists save us busy parents time. And for that, it's priceless."
And we're making toy shopping even more simple for you by giving you ALL the key trending toy lists from retailers and brands for 2023.
What are the top toy brands & retailers for Christmas 2023?
As of October 2023, new Top Toys lists have been unveiled as we speak, for example all-new edits from Amazon UK, Argos, Hamleys and John Lewis. We're expecting new lists from trusted retailers like Selfridges and more - so I'll be updating our edit throughout the shopping season. Be sure to bookmark and keep checking back!
In this round-up of popular toys, you'll find red hot buys from the likes of LOL Surprise, Playmobil, Star Wars, Barbie, LEGO and more.
You'll also find teaching toys about everything from the environment to emotions and interactive pets, too – plus cutting-edge STEM gifts for the science-loving kid in your life.
How are the Top Toys for 2023 chosen?
Retailers like Amazon, John Lewis, Hamleys and Argos, and toy brands like Mattel and Hasbro thankfully make it easy with their annual Top Toys for Christmas lists, revealing the toys that boys and girls are most asking Santa for each year.
Our Top Toys 2023 list includes the expert recommendations from the world's most famous toy companies and retailers. Of course, we also use our expertise here at HELLO! to highlight certain toys from the various Top Toys lists based on both what parents here at HELLO! are shopping and what our readers have flocked to in the past, with priority given to the toys recognised as trending for this year.
While we reference the top toys list from each retailer or brand – which have been selected by toy experts, including test panels made up entirely of children – we may not have included all the toys from the full lists,, if the toys are getting bad reviews, for example, or if they're sold out.
For our edit, we've created a comprehensive list to help you select the toy gifts the children in your life will love. Considerations include:
- Price: We've included toys from various price points to fit with every Christmas budget.
- Trusted brands: You'll only find toys from well known and dependable retailers and brands.
- Popularity: We're focusing on the types of toys that are trending right now, as well as the toys that have proven consistently popular with HELLO! readers both currently and in past seasons.
Top toys for Christmas 2023: What's HOT
This year has been quite a landmark time for films with toy tie-ins, including The Little Mermaid, with Halle Bailey as Ariel, and the Margot Robbie-starring Barbie movie. It's no surprise that kids and grown-ups alike have been flocking to the shops on - and offline to make sure they have the newest toys for their collections. Wooden toys and traditional games, too are on many a parent's shopping list - with kids spending so much time in front of a screen, some low-tech play time is important, too.
What's hot: Interactive Pets
What's hot: '90s trending toys
You may have spotted Moon Shoes on TikTok - and 90s kids might recognise them from their childhood! The out-of-this-world "trampolines for your feet", which you can shop at Boots, are making a big comeback for Christmas 2023. The one-size-fits-all shoes are meant for ages 7 and up.
What's hot: Low-tech play
We can see why this cute grooming set is a winner with the little ones - it even made the John Lewis top toys 2023 list. “This toy is my favourite because I like the funny beard.” said one John Lewis Toy Testing panel expert, five-year-old Khang. It brings a smile to my face, too, Khang!
What's hot: All things Barbie
The Barbie Dream House is the most fun fantasy accommodation you could imagine, and with the Barbie film, there was even a real-life Air BnB version – John Legend and Chrissy Teigen and their family were even among the guests who tried it out for themselves! For 2023, there's a brand new toy version of the Dream House - and it even includes the pink slide that Barbie herself Margot Robbie said was her favourite feature!
What's hot: Marvel
If your children love Spider-Man, then they are going to love the Crawl 'N Blast Spider. Complete with a Spider-Man action figure, this toy car set can squirt water and blast webs to defeat Spider-Man's enemies.
What's hot: Disney
Suitable for ages 3 and up, this castle playset - which features 4 play areas, and an Elsa doll with accessories - folds up into a case with handle for easy storage and transport.
"Most little girls have a 'Frozen Phase' and mine is no exception," says HELLO! Head of Channels Christian Anderson-Ramshall. "She loved the doll which was included and it's a good size which won't overtake a small bedroom."
What's hot: LEGO
Yoda's Jedi Starfighter is the ultimate gift for your Star Wars-loving little one. Ideal for ages 8+, they can unleash their creativity and explore a galaxy far far away by building this iconic spacecraft, complete with LEGO Yoda and R2D2 figurines.
What's hot: Wish
Inspired by Disney's new feature film Wish, they can have a piece of the magic for themselves with the Singing Asha of Rosas doll. Simply lift up her hand to sing along to her hit song.
What's hot: Little Mermaid
The Little Mermaid Ariel doll was a top-seller for HELLO! readers when the film was released, and if your little one doesn't have theirs yet, now is the time to shop to be sure they'll have one under the tree.
Amazon Top Toys 2023
Amazon UK ushered in the Christmas season by unveiling the retailer's Top 10 Toys as it also kicked off the Multibank charity initiative, which will see hundreds of Amazon's top toys donated to families in need in time for Christmas.
The Amazon Top 10 Toys list list hits trends, from throwback toys like Pokemon and Furby, STEM toys to low-tech wooden toys, Disney 100th celebration keepsakes and games for the whole family. “It’s always fascinating to see which toys are looking like the must-haves in the lead up to Christmas and this year’s list shows a real trend for 90s nostalgia,” said Matthew Redfearn, Toys Category Leader at Amazon UK. “Toys like Barbie and Furby have a lot of love and have stood the test of time amongst children throughout generations, and we have a wide selection beyond that for all ages and budgets."
Disney's 'Mystery Capsule'
All things Disney are trending in 2023 as the iconic brand celebrates its 100th anniversary. Join in the fun with these collectible platinum mini-figurines of Disney’s most beloved characters. There are 5 mini surprises hidden in each capsule - it’s a gift that’s just as apt for the Disney adults in your life.
Asmodee family card game
With up to eight players allowed, and starting from aged 6, the Asmodee Dobble card game is a family favourite that everyone from kids to grandparents can enjoy.
LEGO Star Wars
The most expensive toy on the list is this LEGO set for Star Wars fanatics available exclusively at Amazon.co.uk. The set features five characters including Jacen Syndulla, as well as Ahsoka Vehicles, and buildable Starship toys.
'90s throwback: Furby
If you’re a Millennial you probably had - or wanted - your own Furby back in the day, and now Gen Alpha has their chance to discover the newest incarnation of the interactive plush talking toy.
The retro-inspired toy also made the Top Toys list for John Lewis. “I remember my cousin having a Furby when I was younger, I think they’re cool," said ten-year-old Kyron from the John Lewis Toy Testing panel.
Numberblocks Playset
If you're looking for a STEM toy for Ages 3+ that’s hot for Christmas 2023, Amazon recommends this playset which brings the hit TV series Numberblocks to life. The fun setup, with surprise hidden spy features, also includes three Numberblocks figures and a sticker sheet.
PLAYMOBIL Fire truck
What’s Christmas without Playmobil? Amazon’s choice is the PLAYMOBIL City Action Fire Truck - kids will love the lights and sounds, rotating foam cannon, and functioning winch to bring their firefighter imaginations to life.
L.O.L. Surprise!
LOL dolls are a hot trend every year, and the LOL Surprise Magic Flyers, featuring new LOL Tot characters with beautiful wings, make for a truly magical unboxing experience: release her from her bottle and she starts to fly!
The LOL Surprise Magic Flyers also has a spot in the Hamleys Top Toys list - they're a hot trend for the festive season!
Hape wooden instruments
Barbie Ballerina
For the child who loves Barbie and dreams of being a ballerina, the Barbie Magical Ballerina Doll, with light-up effects, is a magical choice.
Pokémon Card Game
Another nostalgic 1990s trend – Pokémon cards – has returned, and for 2023 Amazon’s betting that kids will be chasing after the Pokémon Trading Card Game Battle as a gift.
Mattel's Top Toys 2023
Mattel is one of the hottest toy brands on the planet right now - and its list of trending favourites includes some of the most sought after characters, from Barbie to Monster High and Pokemon and Hot Wheels, which is set to get a big screen adaptation following in the success of the Barbie movie. The brand's experts have chosen toys for all ages, from stocking fillers to major treats for under the tree.
Barbie
The Barbie Cutie reveal is a Barbie dressed in a cute animal costume - like a bunny or tiger - and 10 accessories, including a pet. After the unboxing, the colour reveal fun comes when you use ice cold water to transform Barbie doll’s face with animal face paint.
Hot Wheels
If the child on your list love cars and dinosaurs, they’ll be over the moon with the Transform the Hot Wheels City Ultimate Hauler, which transforms from a 20+ toy car transporter to track and a T-Rex that ‘eats’ the cars! Two 1:64 scale Hot Wheels cars are included.
Trending: Pokémon
Attention, Pokemon fanatics (and parents of fans!) The 648-piece Pokémon Centre buildable set for children 8 and up features Pikachu, Chansey, Eevee, and Togepi for hours of fun as kids develop their problem solving skills and creativity.
Polly Pocket
A Polly Pocket film is also in the works - and what better way to get ready than with the Pollyville Resort Roll Away. The playset, opens to a 3-story hotel, doubles as a storage unit complete with an extendable handle for on-the-go fun.
Barbie for toddlers
If your child isn’t quite old enough for a Barbie doll set, this is the ultimate Barbie Dream Plane for little ones aged 18m+. Imaginative play is taken to new heights for the youngest Barbie fans with this adorable push-along airplane with fun sounds and a light-up nose.
John Lewis Top Toys 2023
John Lewis is always one of my most highly anticipated Top Toy lists, because it’s chosen by a panel of kids, and after hours of playtime! I spy a whole host of perennial favourite brands, like Melissa & Doug, Lego, Scalextric, Fisher Price, Little Live Pets and of course, this year’s hottest, Mattel’s Barbie. The 1990s are back with Furby and of course, there are selections from John Lewis’ own exclusive line of toys.
Toys and Books Category Lead Alan Wright says: “At John Lewis, we value the importance of imagination and want to ensure our smallest customers have the opportunity to experiment through creative-play. The top ten toys offer something for every kid, no matter what they would like to be when they grow up. From a barber shop set and mix and learn DJ table to John Lewis’ very own wooden café set. Our top ten toys will help youngsters develop their nurturing skills, with Mama Surprise and Le Mieux’s Cockapoo showing them how to take care of animals.”
Argos Top Toys 2023
Argos have kept cost of living in mind with its top toys 2023 list, offering great value options throughout – around 50% of Argos’s 2023 top toys list are under £30. When it comes to trending toys, interactive and educational toys have a prominent place, as do the classics. “I’m particularly excited to see how science-inspired toys like Beast Lab and new challenge toys like My Puppy’s Home become future Christmas classics,” says Head of Toy Buying at Argos Fay Williams, who added: “Alongside the incredible innovation in the industry, it’s wonderful to see nostalgic brands like Furby, Barbie and LEGO loved by a new generation of kids.”
Interactive monkey
Kids who’d love a mini interactive pet will go bananas for this adorable Fingerlings friend that reacts to their touch and responds. heart beats and they say hello as soon as you put them on your finger Harmony is a diva baby monkey baby monkey with a unique singing voice and personality, with 70+ sounds and reactions.
Star Wars LEGO
Young Star Wars fans' imaginations will be transported to a galaxy far, far away with LEGO's Star Wars 332nd Ahsoka's Clone Trooper Battle Pack building toy for kids aged 6+. The kit comes with everything they’ll need to create a Clone Infantry Support Speeder plus it comes with four LEGO Star Wars characters: Clone Captain Vaughn and three 332nd Clone Trooper minifigures with blasters and two jetpacks.
Trending: Wooden toys
Along with innovative, hi tech toys we’re also seeing a return to simple play - for example wooden toys. The Chad Valley Wooden Pizza is in demand, and at just £11 it’s a real bargain.
For our US readers, check out the similar Melissa & Doug wooden pizza, it's on sale for
Little Live Pets
The DIY Easy Build My Puppy's Home goes beyond a regular interactive pet - your child will actually build the dog's house, which comes as a flat pack with all the necessary tools & parts for them to get started. The puppy included, meanwhile, is such a cute pet, with 25 sounds and reactions.
Hamley's Top Toys 2023
Who needs elves? Hamley’s expert toy testers have been busy, busy, busy, kicking off the season with a Top 10 list of toys that will be sought-after this Christmas for everyone from toddlers to tweens.
There are traditional family favourites, new-in trending toys and of course the Hamleys exclusives that children will love.
Squishy Beanies
Mover over, Squishmallows! The Marvel Squish-A-Boo are a superhero take on the cute and cuddly plush trend - choose from a 14-inch Spider-Man, Black Panther, Captain America or Iron Man, or shop them all for your own adorable Avengers squad.
STEM TOY: Beast Lab
To unleash a shark from the Beast Lab Shark Beast Creator and save the world, you have to conduct an experiment with the Beast Lab - which is equipped with over 80 lights and sounds –precisely measuring out and combining beastly ingredients, like Attack Serum, Roar Rocks and Fossil Fragments. The shark beast appears in a cloud of real ‘bio mist’ for a dramatic reveal!
Playmobil
On Disney’s 100th birthday it’s as popular as ever - and this cute Playmobil treehouse for children aged one to four brings together classic BFFs Winnie the Pooh and Piglet while encouraging the development of fine motor skills and creativity.
Trending: Barbie Reveal
This really is the year of the Barbie, and if you’re looking for a cool Barbie gift, we recommend the Pop Reveal Fruit series dolls in the Hamleys list, with drink cup-inspired packaging and surprises like slime (!) as you reveal one of four Barbie doll ‘flavours’ inside, from watermelon to strawberry.
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All products are independently selected by our editors based on personal reviews, clear selection criteria and expert opinions. While the article is entirely editorial, the edit may contain clearly stated brand partners. If you purchase through our links we may earn a commission or other compensation. Prices accurate and items in stock at time of publication.
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