The Strategist’s Toy Hall of Fame
Our absolute favorite toys, from LEGOs to Labubus.
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As the Strategist’s resident toy expert, I have spent years talking to dozens of experts, walking for miles at toy fairs, and testing everything from the newest Magna-Tiles sets to the most anticipated blind-box collectibles. This intense toy immersion has not only been fun, it’s helped me stay on top of the best toys for all ages and every budget — which is how I came to be the steward of the Strategist Toy Store, a one-stop shop of the very best toys we’ve written about.
In the year since my last overhaul, the toy industry has seen a globalLabubu craze, an explosion ofbag charms, and new versions of popular tech toys like theNintendo Switchand theToniebox. But there have also been many less viral releases worth checking out. So in updating the meticulously curated “aisles” below, I’ve assembled a more balanced mix of familiar classics like trains and trucks, a classic red wagon, and wooden blocks, as well as trendy newcomers likeShark digital watchesand a Chicken Jockey action figure. All of it has been thoughtfully selected from our archive ofexpertly vetted toy recommendations, which we’ve compiled with the help of hundreds of cool parents, child-development experts, trend forecasters, and actual real-life kids. Much of it has also been rigorously tested by the children of our writers and editors — mine included — to make sure nothing on this list will disappoint even the most opinionated kiddos. And like any classic toy store, we’ve organized everything by category (though we’ve also got you covered if you’reshopping for a specific age group, from1-year-oldsall the way up topreteens). There are open-ended toys for toddlers, bikes and scooters for elementary-school kids, building toys for all ages, and aKPop Demon HuntersFunko Pop that every fourth-grader almost certainly has on their wish list.
Update on November 20, 2025
Ahead of Cyber Week and holiday shopping, we make sure all 100 of our favorite toys are still in stock, and we updated prices and added sale details as needed.
Pretend-play toys
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Dolls and stuffed animals
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Cars and trucks (and other things that go)
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Outdoor toys
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Building and STEM toys
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Experiential and sensory toys
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Tech toys
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Arts and crafts
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Games
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Collectibles
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The Strategistis designed to surface the most useful, expert recommendations for things to buy across the vast e-commerce landscape. Some of our latest conquests include the bestacne treatments,rolling luggage,pillows for side sleepers,natural anxiety remedies, andbath towels. We update links when possible, but note that deals can expire and all prices are subject to change.
