By Gary Symons
TLL Editor in Chief
The world’s largest retail chain, Walmart, has unveiled 55 products on its highly anticipated Top Toys List for 2023.
It’s a great list for parents and anyone else shopping for kids (or kidults for that matter), but it’s also an important list for licensing professionals looking for intel on what will be the hot toy properties for the coming year, and for toy companies looking for both increased sales, marketing oomph, and licensing opportunities.
Spin Master, for example, was celebrating the fact it has four toys on this year’s Top Toys List, including Spin Master’s Bitzee, an interactive digital pet that you can really touch; the Gabby’s Dollhouse Gabby Cat Friend Ship play set, from DreamWorks Animation’s hit series; the hilarious Monkey See, Monkey Poo kids boardgame; and the Skye 12″ premium plush that celebrates the heroine of the upcoming PAW Patrol: The Mighty Movie feature film.
“Every year we look forward to finding innovative ways to deliver magical play experiences, and we are honored to have these four toys on Walmart’s Top Toy List, which are sure to be at the top of children’s wish lists this season,” said Chris Beardall, Spin Master President of Toys and Chief Commercial Officer. “Spin Master’s 2023 toy portfolio reaffirms our reputation of continuous innovation, coupled with incredible quality and play value that extends beyond the holiday season.”
As the world’s largest brick-and
Walmart’s VP of toy merchandising, Brittany Smith, says the list has become very popular with consumers looking for that perfect gift for birthdays or the holiday season.
“The holiday season is just around the corner, and Walmart is ready to help our customers plan ahead and save even more for all the kids on their list,” said Brittany Smith, vice president, merchandising, toys, for Walmart U.S. “Like every year, Walmart is the place to find amazing deals on an incredible assortment of the most popular toys.”
This year’s list also appears to be heeding the issues many families face, as inflation has increased the cost of living, leaving many with a smaller budget for toys and gifts. More than two dozen of the toys on the Top Toys List this year are under $25, making sure fun is affordable.
That’s a good place to start, so let’s look first at Walmart’s choices for the best toys under $25.
- Smashlings Plushies $5.97
- TMNT Sewer Shredders $7.97
- Trolls 3 Band Together Hair Pops $9.97
- Nerf Elite Junior Flyer $9.97 – Walmart Exclusive
- UNO Show ‘Em No Mercy $9.97 – Walmart Exclusive
- Pop It! Go Bubble Popping Sensory Game $12.97
- Fingerlings Interactive Baby Monkey $14.88
- X-Shot Insanity Berzerko $14.97
- Pokemon Pikachu & Charizard Battle Figure Pack $14.97 – Walmart Exclusive
- The Super Mario Bros. Movie 2.5 inch Action Figure with Pull Back Racer $14.97 – Walmart Exclusive
- Star Wars Droidables $14.97 – Walmart Exclusive
- Fluffie Stuffiez Small Collectible Plush $14.97
- Magic Mixies Pixlings Dolls $17.97
- Tapple Word Game $19.82
- Monopoly Chance Board Game $19.82
- Monkey See, Monkey Poo Game $19.82
- 10”-14” Squishmallow $19.97
- Nerf Elite 2.0 Eaglepoint RD-8 Blaster $19.97
- Nerf DinoSquad Stego-Duo Blasters 2 Pack $19.97 – Walmart Exclusive
- Paw Patrol Skye Premium Plush $19.97 – Walmart Exclusive
- 13″ Talking Bluey Plush $19.97
- Marvel Spider-Man Super Web Slinger Role-Play $19.97
- Teenage Mutant Ninja Turtles Half Pipe Remote Control Figures $19.97 – Walmart Exclusive
- Monster High Fashion Dolls $24.94
- LEGO Speed Champions 2 Fast 2 Furious Nissan Skyline GT-R $24.97
Toys Based on Blockbuster Hits
- Real Fx Baby T Rex Animatronic Dinosaur $59.00 – Walmart Exclusive
- LEGO Star Wars Executor Super Star Destroyer $70.00 – Walmart Exclusive
- 16″ Spiderman or Disney Frozen Bike $98.00 – Walmart Exclusive
- Disney Wish Toys (Available on 10/1)
- 6V Bumper Car Ride On $119.00 – Walmart Exclusive
- Barbie Roller Doll $24.97 – Walmart Exclusive
- Transformers: Rise of the Beasts Movie 2-in-1 Converting Mask $29.97
A collection of toys promoting quality time together
Walmart also grouped toys together that are aimed at groups of kids or family members playing together, under the Hang Up and Hang Out category.
- Gabby’s Dollhouse, Gabby Cat Friend Ship Cruise Ship Toy Vehicle Playset$59.00
- Make It Mini Lifestyle Series 1 Mini Collectibles $9.97
- Bratz Original Fashion Doll $26.94
- Bitzee Interactive Digital Pet and Case $29.97
- Little Live Pets My Puppy’s Home Interactive Puppy and Kennel $59.00
- Beast Lab Single Dino Beast $69.00 – Walmart Exclusive
- Magic Mixies Genie Lamp $64.00
- Ozark Trail 24 in. Youth Glide Aluminum Mountain Bicycle, 8 Speeds, Front Suspension, Black $198.00 – Walmart Exclusive
- Best Choice Products 6V Kids Ride-On Truck with Parent Remote Control – Black $109.99
- Hot Wheels City Ultimate Garage Playset with 2 Die-Cast Cars, Toy Storage for 50+ Cars $129.00
90’s Nostalgia Trend Reflected in the Toy Aisle
There’s a major trend this year for 1990s nostalgia in everything from toys to fashion, and that’s also reflected in this year’s list. For example, Fisher-Price has released a DJ Table where kids can mix up their own music, and of course, the 1990s obsession Furby is back in a big way this year.
- Nerf Elite 2.0 Double Punch Motorized Blaster $34.88
- Fisher-Price Laugh & Learn Mix & Learn DJ Table $44.97
- Razor Black Label E90 Electric Scooter $118.00 – Walmart Exclusive
- Barbie Dreamhouse, 75+ Pieces, Pool Party Doll House with 3 Story Slide$179.00
- Furby Interactive Toy $69.00
The Best STEAM Toys
Toys that combine learning with fun have become a growing segment over the past decade, particularly those under the heading of STEAM toys; shorthand for Science, Technology, Engineering and Math. If you’re looking for a gift for your budding rocket scientists, the list below makes a good place to start.
- Cookeez Makery Cinnamon Treatz Pink Oven, Scented, Interactive Plush $34.97
- Melissa & Doug Super Smile Dentist Kit $34.97
- Contixo 7 Inch Kids Learning Tablet V8-2 Android 8.1 Bluetooth WiFi Camera for Children $56.95
- VTech Drill and Learn Workbench $59.00 – Walmart Exclusive
- CoComelon Choo Choo Train 6V Ride-On Toddler Toy $99.00 – Walmart Exclusive
- Little Tikes Story Dream Machine $49.00
- Sesame Street Elmo Slide Plush $49.97
- LEGO Icons Wildflower Bouquet $60.00
Spin Master and Hasbro Team Up to Have More Fun with Barrel of Monkeys