Playing with all of the season’s most viral toys is hard work, but someone has to do it. After months of research and hands-on testing, 33 of the hottest toys of 2026 have hatched, tumbled and squished their way onto our first-ever Best Toy Awards list.
Heading into the holiday season, Shop TODAY’s executive editor Adrianna Brach joined the 3rd hour of TODAY to share a few of our current favorite toys, games and activities for kids. From magical reveal plushies to a voice-powered sticker printer even adults will want to try, there’s plenty of fun to unwrap this season.
Scroll on to shop the award-winning toys seen on TODAY, and keep reading to shop our full list of the best toys.
Best Toy Awards winners seen on TODAY
Primal Hatch had one of the hottest toys of 2025 with its mega-viral hatching dinosaur toy, but this year it’s all about the megalodon. The fun starts as soon as you put the egg in the giant tank and add water, which kicks off the color-changing reaction, leading to the shark bursting out of the water. While the whole experience is a blast, our favorite part is that the fun doesn’t stop there: The hatching sequence can be repeated again and again.
When our editors first saw this toy in action, we were in disbelief. The reveal process truly seems like magic. Here’s how the toy works: You uncap the jar, add water, gently shake for about 30 seconds and ta-da, a surprise friend! There are 20 Magic Jellykins you could get, and each features a unique food-themed animal design.
This kit is perfect for the TV, movie- or Lego-loving kids. This book has step-by-step instructions to help bring their very own stop-motion movies to life at home on a phone, tablet or computer. There are 10 of these “mini movies” included in the kit, with six background settings and 36 Lego elements, including swappable minifigure heads and outfits.
Even adults want to get their hands on this viral toy. Stickerbox allows you to take your ideas and make them into stickers in just seconds. The brand says it uses kid-safe AI to generate designs, blocking inappropriate or unsafe prompts, so every idea stays fun, friendly and age-appropriate. It also uses thermal printing, so you’ll never need ink refills.
Calling all karaoke lovers! You can sing along to all your favorite songs from anywhere with this portable machine. It has two microphones that work wirelessly with Bluetooth to connect to the speaker and your phone, TV, tablet or computer. If you want to take the party to the next level, you can switch on the six different lighting modes or try one of the fun voice effects (monster mode, anyone?).
The entire family can get in on the fun with this find. From its name, you can probably guess what this game is all about. Players will take turns rolling the dice, stacking the blocks on the wobbly base and building a giant tower that can reach up to four feet tall. The objective is simple: don’t let the tower topple! According to the brand, the pieces are built from durable, weather-safe plastic, so you can play inside or outside.
More Shop TODAY Best Toy Awards winners
Bluey toys are always a hit around the holiday season, and this one takes the beloved character and makes her the star of a fun-filled bath time race. Kids will fill her tub with water and take turns washing Bluey with the spout. But be careful: with any press of the button or turn of the faucet, Bluey might shake herself dry and get the players all wet!
If your kid loves a reveal, they’ll be obsessed with this fun new Barbie doll. She comes hidden in a soccer ball, and when kids press or roll the ball, she pops out. She comes with plenty of accessories to unbox, including stickers and soccer accessories that they can use to help get her ready to hit the field.
Are you raising a future rockstar? They can take their love of music to the next level with this fun toy. There are a ton of ways to play the guitar. They can strum the strings or tap the whammy bar in time, make their own melodies and mixes or use the fret buttons to add drum or piano sounds. While there are 30 tracks for them to play along to, they can also connect it to a music player and jam along with their favorite songs.
This STEM set is the perfect way to let their imagination fly. With the magnetic pieces, they can build endless airplane designs. The included booklet features 10 planes for them to build, but they can also choose their own adventure and see what other planes, helicopters and creative flying machines they can come up with. The sky is the limit!
This crawler is anything but creepy. Kids will have a blast as they use the remote control to guide the crawling bug around the house. When they’re ready to cause some chaos, they can make the centipede roll into a ball and explode open before stealthily slithering away.
Dissection kits are all the rage this year, and we love this one from National Geographic. The glow-in-the-dark elements really take it to the next level. Plus, it comes with a learning guide that’s packed with fascinating facts, so they learn about the animal as they examine the skeletal pieces.
It’s no secret that kids are obsessed with Ms. Rachel, and this playset from her line is perfect for kids ages one to three. When they place the Ms. Rachel, cow, or pig figures in the yellow spot, they’ll hear animal sounds and learning prompts in Ms. Rachel’s voice. It features engaging songs like ‘Old MacDonald’ and ‘Bingo,’ that they can learn to sing along with. Plus, the brand says that the movable elements, like the spinning windmill, twisting weather vane and barn doors, help them build fine motor skills and encourage dexterity.
This three-in-one toy has a versatile design that grows with your kid as they develop. They can use the walker as they’re starting to become confident in their steps, and then they can sit on it and scoot or lie on their belly and slide around as they get more comfortable exploring the world around them.
It’s slime time! We love the way that Gui Gui takes the slime trend and brings it to the next level. And this mega haul from the brand has everything slime lovers could want to customize their creations, including different scented slime textures, charms and plenty of mix-ins.
This cute little robot responds to touch and music with digital emotions, motions and even silly jokes. The brand says that there are more than 100 ways to play with the cute character. Plus, parents will be happy to hear that it’s designed without AI, Wi-Fi, or online connectivity, so the tech is just pure fun.
Not only is this toy an absolute blast for kids’ toy use, but it’s practical as well. The ChompSaw has no blades or spinning parts, so it’s a completely kid-safe power tool that puts all that cardboard you have in your recycling bin to good use. With the ChompSaw, they can make almost any cardboard creation that their mind can dream up, from forts to dioramas and fun characters.
Melissa & Doug is a huge name in toys, and our team is a big fan of the brand’s Cheery Lane playset for a number of reasons. First, there’s an open design so kids can play with each room from above and they don’t have to worry about squeezing their hands in tight spaces. Plus, each of the rooms is modular, so they can customize their own space and set up the rooms however they like. Everything nests neatly together, too, for easy storage.
Bitzee’s interactive pet has topped toy lists over the last few years, but we would argue that the 2026 version is better than ever because it adds an additional element that kids just can’t get enough of: “KPop Demon Hunters.” There are thirteen characters for them to unlock, including Rumi and KPop group HUNTR/X and each one responds to touches, taps and movements. There are also six different games for them to play, each one featuring hits from the soundtrack.
This STEM toy is sure to provide endless hours of fun for kids. They’ll start by putting the tabletop soccer game together themselves, assembling the working circuits that power the movable goalie, motorized kicker and scoreboard. Then, they’ll be ready to play as they take turns defending the goal and attempting to score.
This isn’t your average play chair! Sure, it’s a comfy place for kids to sit. But it also comes apart into three pieces that they can use to build forts, puppet show stages and much more. Plus, it can be adapted to grow with them as they get older, so they’ll have it in their room for years to come.
This hands-on crafting kit makes it easy for young jewelry lovers to show off their style and make custom charms. They can choose from five different shapes, including a heart or butterfly, and fill it with gems and holographic mix-ins. Then, they place it in the studio and viola! It pops right out as a fully finished charm that they can gift to friends or keep and add to their bracelets, bags and more.
Both kids and adults will appreciate this kit from Play-Doh. They can use it to make a beautiful bouquet of their own creation, customizing each bloom with unique colors and designs. Then, when they’re happy with their arrangement, they can use the finishing spray to keep it looking beautiful over time (no sad blooms here).
We can’t get over how cute Snuggles the Smiling Sloth is! And just like her name suggests, she’s ready for all the snuggles from your little one. Tickle her, hug her and play with her, and she’ll smile and giggle and give squeals of delight. There are so many ways for kids to interact and care for her.
Our editors were immediately obsessed the first time that we saw this toy in action. Rocky and his dino vehicle are fun enough for “Paw Patrol” lovers to play with on their own, but when you press the light bar, out pops a 2.5-foot inflatable dinosaur. They can drive the car around with the dino right on top, but he also pops off and becomes another toy that will spark their imagination. Clip Rocky onto the dinosaur and they’ll be off on a big adventure together.
This year marks Tickle Me Elmo’s 30th anniversary, and to celebrate, the popular toy is back and bigger than ever. This Giggle Max version will have kids belly laughing all day long. When they tickle Elmo’s belly, he’ll start to giggle and his body will shake with excitement. He’ll even say things like “Elmo is so giggly!” and “Here we go again!” to keep the laughs rolling.
Get ready to crush, crunch and smash objects with Hulk-like strength with this fun machine. Created by former NASA engineer and YouTube star Mark Rober, this tool lets them recreate the hydraulic press videos that they see online and increase their strength by 30 times, the brand says. From bath bombs to cans, they can load up their chosen items and watch as they crunch and squish before their eyes. And don’t worry, the chamber where the crunching happens is sealed to keep kids safe.
Kids can learn about solar power as well as mechanical systems and planetary gears with this cool educational toy. They’ll put the pieces together to build their own flower and then place it in the sunshine, where it will start to spin. There aren’t any batteries, so you won’t have to worry about it losing power.
It’s time for the Monster Jam. And your kids’ vehicle of choice is none other than the Chomping Megalodon Truck. The remote-controlled truck starts on its chain, but once it breaks off and they press the Beast Mode button, there’s no telling what might happen! It might rear up on its back wheels and start chomping or maybe it will enter a wild tornado spin. No matter what, it’s sure to deliver an action-packed play session.
Teens, adults and music fans will have a blast sitting around the table together playing this game. Simply scan the QR code to connect your phone, and it will start playing songs. Players will attempt to guess the year and build a timeline, either working together or competing against one another, to see who is the music master.
Catan is a beloved board game for a reason, but play sessions can sometimes last hours. This card version takes all the fun of the original game and makes it super quick, so you can finish a round in as little as 15 minutes. Players will use the cards to trade, build and settle to try and claim their victory.
The classic Rubik’s Cube toy got a makeover. This redesigned version has a new internal mechanism for smoother turns and more responsive play, the brand says. There aren’t any stickers either, so you won’t have to worry about colors peeling off. It’s just as tricky as the original, though, so don’t expect any shortcuts.
This is the ultimate gift for the adult who is still a kid at heart. They’ll put together the 1,367 pieces (yes, really!) to design their own retro Donkey Kong arcade game. While it’s a collector’s item that they can keep on their shelf, it also has fun working mechanisms. They’ll pull the lever to release barrels and then move Jumpman with the joystick and make him leap over each one.
What are Shop TODAY’s Best Toy Awards?
Shop TODAY’s Best Toy Awards recognize standout toys and games our editors believe will be among the season’s most exciting and gift-worthy picks. Throughout the year, our team discovers products through trade shows, industry previews, brand showrooms, product sampling and real-world feedback from parents on the Shop TODAY team. Winners represent a mix of buzzy new launches, fresh takes on classics and memorable toys kids will genuinely want to play with.
Shop TODAY’s Best Toy Awards recognize standout toys and games our editors believe will be among the season’s most exciting and gift-worthy picks. Throughout the year, our team discovers products through trade shows, industry previews, brand showrooms, product sampling and real-world feedback from parents on the Shop TODAY team. Winners represent a mix of buzzy new launches, fresh takes on classics and memorable toys kids will genuinely want to play with.
What types of products do we consider?
Shop TODAY considers toys and games across a wide range of ages, interests, categories and price points, including:
- Pretend-play and imaginative-play toys
- Dolls, figures, plush toys and collectibles
- Building sets, activity kits and arts-and-crafts products
- Board games, card games and family games
- STEM, learning and skill-building toys
- Interactive and electronic toys
- Outdoor, movement-based and ride-on toys
- Screen-free audio and storytelling products
- Stocking stuffers and larger-ticket gifts
Our editors identify products through year-round sampling, brand and editor recommendations, trade shows, industry showrooms, product previews and conversations with parents on our team.
How are products evaluated?
Our evaluation process is rooted in firsthand, real-life experience.
Throughout the year, Shop TODAY editors and staffers experience toy demonstrations at trade shows, industry events and brand showrooms, interact with products during previews and test samples at home when available. Parents on the team also share feedback based on their own experiences and, when applicable, their children’s responses to the products.
Editors then consider each toy based on its purpose, intended audience and overall real-world play experience.
How are winners chosen?
Shop TODAY editors review the full field of toys considered throughout the year and select the products that make the strongest overall impression.
Selections are informed by firsthand experience at showrooms, trade shows and product previews; testing of available samples; feedback from parents on the team; and our editors’ broader expertise covering toys, gifting and shopping trends.
There is no single quality that automatically determines a winner. A product does not have to be the newest, most expensive or most technologically advanced toy in its category. Instead, winners stand out through a combination of factors including fun, thoughtful design, quality, value and holiday giftability.
Meet the experts
- Adrianna Brach is the executive editor at Shop TODAY, with over a decade of experience as an editor covering beauty, fashion and shopping.
- Shop TODAY is a team of shopping editors and writers who spend hours every day finding the best new products, tried-and-true favorites and more that are worth shopping, according to our high standards.
What does a Shop TODAY Best Toy Awards badge mean?
A Shop TODAY Best Toy Awards badge signals that a product has been selected by Shop TODAY’s editorial team as a standout holiday gift.
Shop TODAY editors and writers spend the year discovering new products, speaking with experts, experiencing products firsthand and evaluating recommendations with one goal in mind: making shopping easier for our audience.
Winning products earn the distinction of being featured among Shop TODAY’s Best Toy Awards, giving brands an opportunity to showcase trusted editorial recognition across their own marketing, retail and promotional channels.
