The Licensing Letter

Walmart Releases Its Top Toy List for the Holidays

By Gary Symons

TLL Editor in Chief

The holiday season is coming, bringing with it the inevitable anxiety over finding just the right toy for your kids, and for licensing professionals, figuring out the hot toy trends for the coming year.

One traditional source of intel is the annual Top Toys List from Walmart, which was just released for 2025. Walmart has just unveiled its list of 50 top toys for the holiday season, which are hand picked by Walmart’s toy merchants, and inspired by nationwide trends.

With inflation a major concern for families this year, Walmart also says it’s kept pricing in mind, looking for not only the best toys, but the best value.

“We know our customers are looking for quality gifts at a value this holiday season,” said Brittany Smith, vice president of Toys, Walmart U.S. “Our team of toy experts have worked hard to ensure we are offering customers the best assortment of toys—the most sought-after and exciting items—with the Every Day Low Prices and convenient shopping options they can trust Walmart to provide,”

Smith says shoppers will also find extra savings with 500 planned rollbacks across the toy department this holiday season, making it easier than ever to check off every wish list.

Walmart also likes to bring out its crystal ball at this time of year, and prognosticate on what trends will be driving Old Saint Nick as he decides what’s getting loaded onto his sleigh.

The first trend is pretty obvious, as data shows that “… toys and video games are highly giftable categories for the holiday season, both falling into the top 5 gifting categories customers intend to shop for. I’d be pretty surprised if that wasn’t the case. Can you imagine if Santa Claus squeezed down the chimney with no toys in his sack?”

More on point for the licensing industry, Walmart notes that 37% of toys sold through its online and physical retail networks in the United States feature licensed character from movies, shows and games.

A good example of that are toys from Spin Master, which has seven toy products on the list, out of a total of 50 from all sources, which include licenses from PAW Patrol, the Spin Master subsidiary Melissa and Doug, and Gabby’s Dollhouse.

“The holiday season is all about wonder and imagination—and that’s exactly what each of these top toys deliver,” said Doug Wadleigh, Spin Master’s President of Toys. “From inspiring creativity to fueling epic storytelling adventures, we take great pride in having seven of our toys celebrated on Walmart’s Top Toys List.

“It’s a reflection of our portfolio depth and passion for delivering magical play moments for kids and families.”

Walmart also says the trend toward toys that provide social, emotional and mental health benefits are tops on the list for the majority of parents. Survey data shows 63%, almost two-thirds of Millenial parents, see this as a top consideration when toy shopping.

As well, Walmart says the surge in popularity for collectibles continues in 2025, which is very good news for the licensing industry, as pretty much all collectibles involve a licensed character or brand. “The collectible toy market is witnessing strong demand driven by rising consumer interest in character-based figures, limited-edition models and nostalgia-driven purchases,” Walmart says. It’s also very relevant for the industry that many of these collectible toys are purchased by adults, indicating the ‘Kidult’ trend is still going strong.

And finally, as mentioned above, value in toy selection is a big deal right now, so Walmart has organized their list partly by price, and partly to reflect the trends they’ve seen in the market. For more detailed information on each toy on the list, you can go to Walmart.com/TopToys.

The 2025 Walmart Top Toys List: Browse the Full List

25 Under $25

  • Adventure Force Folding Scooter ($15.00) – Walmart exclusive

  • Battat Rainbow Ridge Balance Beams Active Playset ($24.84) – Walmart exclusive

  • Connect 4 Frenzy ($14.97)

  • Cool Maker Stack’d Heishi Bracelet Studio ($19.97)

  • Cows in Space ($19.97)

  • CrystaLynx Dragons ($15.88) – Walmart exclusive

  • Dinosaur Dash Track ($24.99)

  • Disney Princess Enchanted Stories (Dolls include Ariel, Tiana and Belle) ($14.97) – Walmart exclusive

  • Disney Jr. SuperKitties Oopsie Kitty 13-inch Dancing Bitsy Plush ($24.97) – Walmart exclusive

  • Dyson Toy Stick Vacuum ($24.97)

  • Flip 7 ($7.97)

  • Funko Bitty POP! 4-Pack Marvel Assortment (and Star Wars) ($14.88)

  • Gui Gui ($9.97)

  • Kinetic Sand Squish Pizza Activity Set ($20.99) – Walmart exclusive

  • LEGO Marvel Minifigure (Spider-Man Into the Spider-Verse) ($4.97)

  • Melissa & Doug Simmer & Stir Stovetop Play Set ($19.97)

  • Minecraft Battle Mode Great Hog Action Figure ($19.84) – Walmart exclusive

  • Mini Brands Fill the Fridge Playset ($19.97)

  • Mr. Beast Lab Hyper Fusion Mutators ($19.97) – Walmart exclusive

  • Nerf Elite 2.0 Eaglepoint RD-8 Blaster ($23.88) – Walmart exclusive

  • Peppa Pig Oinks and Snuggles ($24.97) – Walmart exclusive

  • Pets Alive Mama Turtle ($19.97)

  • Play-Doh Barbie Ruffles and Bows ($19.97)

  • Slime Life Bowl of Fruity Cereal DIY Slime Kit ($14.97)

  • Wonder Factory Never Dry Dough Creation Station ($24.97)

Budget Finds Under $15

  • Adventure Force Folding Scooter ($15.00) – Walmart exclusive

  • Connect 4 Frenzy ($14.97)

  • Disney Princess Enchanted Stories (Dolls include Ariel, Tiana and Belle) ($14.97) – Walmart exclusive

  • Flip 7 ($7.97)

  • Funko Bitty POP! 4-Pack Marvel Assortment (and Star Wars) ($14.88)

  • Gui Gui ($9.97)

  • LEGO Marvel Minifigure (Spider-Man Into the Spider-Verse) ($4.97)

  • Slime Life Bowl of Fruity Cereal DIY Slime Kit ($14.97)

Slay Playtime with On-Screen Favorite Friends

  • Bluey Supermarket Playset ($54.98)

  • Disney Princess Enchanted Stories (Dolls include Ariel, Tiana and Belle) ($14.97) – Walmart exclusive

  • Disney Jr. SuperKitties Oopsie Kitty 13-inch Dancing Bitsy Plush ($24.97) – Walmart exclusive

  • DreamWorks Dragon, How to Train Your Dragon, Remote Control Flying Toothless Toy ($39.97) – Walmart exclusive

  • Gabby’s Dollhouse: The Movie, Meow-mazing Dollhouse ($99.97) – Walmart exclusive

  • Jurassic World Rebirth Distortus Rex Action Figure ($49.84)

  • Minecraft Battle Mode Great Hog Action Figure ($19.84) – Walmart exclusive

  • My Life As Wizard of Oz 18-inch Dolls ($49.94) – Walmart exclusive

  • PAW Patrol Fire Rescue Ultimate Command Center ($54.97) – Walmart exclusive

  • Peppa Pig Oinks and Snuggles ($24.97) – Walmart exclusive

  • Toniebox 2 Starter Sets (Themes include Disney Moana, Paw Patrol Chase and Ms. Rachel) ($159.00) – Walmart exclusive

Grow Minds and Hearts

  • Battat Rainbow Ridge Balance Beams Active Playset ($24.84) – Walmart exclusive

  • Dyson Toy Stick Vacuum ($24.97)

  • Fisher-Price Laugh & Learn 4-in-1 Activity Table & Easel ($64.97)

  • furReal Maggie the Feed & Follow Cow ($44.97)

  • LeapFrog LeapMove Interactive Learning Game ($69.97)

  • Melissa & Doug Simmer & Stir Stovetop Play Set ($19.97)

  • Pets Alive Mama Turtle ($19.97)

Unleash Creativity

  • Cool Maker Stack’d Heishi Bracelet Studio ($19.97)

  • Easy Bake Oven ($49.97) – Walmart exclusive

  • Gui Gui ($9.97)

  • LEGO Brick Shop Hot Wheels ‘90 Acura NSX Building Set ($49.97) – Walmart exclusive

  • LEGO Speed Champions 2 Fast 2 Furious Honda S2000 Car ($26.97) – Walmart exclusive

  • LEGO Super Mario Nintendo Game Boy – Retro Building Set ($59.97)

  • Kinetic Sand Squish Pizza Activity Set ($20.99) – Walmart exclusive

  • Mr. Beast Lab Hyper Fusion Mutators ($19.97) – Walmart exclusive

  • Play-Doh Barbie Ruffles and Bows ($19.97)

  • Slime Life Bowl of Fruity Cereal DIY Slime Kit ($14.97)

  • Wonder Factory Never Dry Dough Creation Station ($24.97)

Ride, Race and Roll Out!

  • Adventure Force Folding Scooter ($15.00) – Walmart exclusive

  • Adventure Force Remote Control 1:10 Ram Truck (and Ford Raptor) ($49.97) – Walmart exclusive

  • Dinosaur Dash Track ($24.99)

  • Flybar 6V Bluey ImaginAir Rider Car ($128.00) – Walmart exclusive

  • Hot Wheels Ultimate Dual Dragon Transporter ($49.97)

  • Huffy 20” Rock It Kids’ Bike ($92.00) – Walmart exclusive

  • Monster Jam Smash & Bash Grave Digger Remote Control Vehicle ($49.97)

  • Nerf Elite 2.0 Eaglepoint RD-8 Blaster ($23.88) – Walmart exclusive

  • Playskool Sit ‘n Spin ($27.94) – Walmart exclusive

  • Polaris RZR 1:14 Scale RC Off-Road Vehicle (Red and Blue) ($29.97) – Walmart exclusive

  • Tonka 6V Construction Tractor with Trailer ($118.00) – Walmart exclusive

Discover This Year’s Game Night MVPs

  • Connect 4 Frenzy ($14.97)

  • Cows in Space ($19.97)

  • Flip 7 ($7.97)

  • Move2Play Mini Karaoke Machine for Kids ($29.99)

  • Nintendo Switch 2 + Mario Kart World Bundle ($499.00)

Unbox the Thrill and Score Big

  • CrystaLynx Dragons ($15.88) – Walmart exclusive

  • Funko Bitty POP! 4-Pack Marvel Assortment (and Star Wars) ($14.88)

  • LEGO Marvel Minifigure (Spider-Man Into the Spider-Verse) ($4.97)

  • Mini Brands Fill the Fridge Playset ($19.97)

  • Pokémon Vaporeon 18-inch Sleeping Plush ($29.97) – Walmart exclusive

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