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.
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."
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.
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.”
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.
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.