The Best Stuff I Saw at the Toy Fair (That You Can Buy Now)
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As the site’s resident toy expert — I’m the writer behindthe Strategist’s “Toy Store”andgifts for every age— I get an early look at the latest and greatest new toys. In this toy-focused edition of “Don’t Dillydally,” I’ve rounded up the ones I’m most excited about this month.
February and March are big months for new toy launches following the annualToy Fair, which takes place every winter in the enormous (it spans five city blocks) Javits Center in New York. Along with Strategist senior editors Jen Trolio and Winnie Yang, I recently spent two days checking out as many dolls, pretend-play toys, stuffed animals, puzzles, building sets, vehicles, blind boxes, squishies, and board games as I could from over 700 brands. We saw everything from agiant mosquito hand puppetto aMagic 8 Ballthe size of a quarter and a similarlymini Bop It! that really works. There were also countless collectibles, some butter-yellow slime that comes in its own dish, top-secret new Pokémon cards and LEGO sets, andKPop Demon Huntersmerch, much of which won’t be available to buy until this fall.
Below, I’ve rounded up the best stuff we saw that you can buy (or preorder) right now, along with a few other new toy launches, includingHape’s collaboration with the Met, an interactive wooden audio player called Qubitunes, andLEGO’s new Artemis rocketthat you can “launch” in slow motion with a working crank.
This collection of toys for babies and toddlers from Hape and the Metropolitan Museum of Art was one of the most exciting collaborations we saw at the Toy Fair. Standouts include aVan Gogh–inspired set of blocks, aUnicorn Tapestry puzzle, and aWilliam the Egyptian Hippopotamus pull toy.
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After we broke the news ofLEGO’s first-ever Snoopy seton Valentine’s Day, I was very excited to see it IRL at the Toy Fair; it’s even cuter in person. We also got to preview many upcoming releases, some of which we can’t talk about yet and others that are already shipping or are available for preorder. One of the most impressive was theLEGO Technic NASA Artemis rocket, which launches in slow motion when you turn a crank. There’s also analmost full-size soccer ball with an entire arena hidden inside. I also liked thebotanical set of daisies and lavenderbeing visited by a ladybug, which I’m thinking of buying for my mom as an Easter gift. And of course it was exciting to watch a demonstration of theLEGO Smart PlayStar Warssets, which just started shipping this week; depending on where you place the Smart Bricks and Smart Minifigures, they light up and talk or play music. My favorite of the sets so far isYoda’s Hut, where you can make stew for him to slurp.
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I got to try out some some truly delightful tech toys at the fair, including Qubitunes, an interactive story, music, and game player primarily made of wood. It’s in the same realm as theYoto and Tonieboxaudio players but is a bit more exploratory and offers more interactive play. It also doesn’t have any licensed characters at the moment, which could be a plus or a minus depending on what your family is into. I was initially drawn in by the charming illustrations on the classical music sets — done by French artistJean Julien; then I got to play with the device and didn’t want to stop. The base set comes with a four-in-one starter pack and there are ten other music, sound, and game packs available to add on, fromfarm-animal soundsto a chaoticcooking game.
For high-quality and not-boring STEM toys, I often look to Thames & Kosmos, makers of the build-it-yourselfMega Cyborg hand, IYKYK. At the Toy Fair, the brand previewed several innovative new kits aimed at elementary- and middle-school kids. My favorites include a trio of solar-powered flowers that spin when sunlight hits a hydroponic garden that allows you to use your own seeds and a miniature countertop robot vacuum named Dusty.
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As the mother of a train-obsessed kid, I am always excited by a new Brio drop. This new flower-themed universe is extra exciting because it expands the high-quality toys into a new realm of pretend play. The mouse/squirrel/fairy mama and baby figures are posable and have accessories likelittle leaf hatsand magnetic noses that stick to the center of flower pieces so they look like they are sniffing each bloom. You can incorporate the pieces and figures into other Brio train sets — one of them has a little botanical skateboard thing that fits the brand’s regular wooden tracks — or play with them on your own. This starter set, adeluxe set, and severalindividual charactersare all available for preorder now and will ship in early August.
Also in the botanical realm are these three new Barbie reveal dolls that pop out of one of three bouquets of flowers. Compared to many other reveal-style dolls they’re very elegant and would make a lovely gift for kids acting in their first play, playing music, or dancing in a recital.
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Le Toy Van British & American Car Set
Of all the swag I brought home from the Toy Fair, my son’s favorite item was a promotional poster for a brand called Le Toy Van, which makes gorgeous and very detailed toy vehicles. In his defense, the brand’s graphics are indeed gorgeous, and he has spent an impressive amount of time talking to himself in whispers about each illustration. So I know he will go nuts for the actual cars, trucks, vans, and buses in the collection. They are made in Surrey, England, where a lot of luxury real-life automobiles have been made.
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Green Toys Recycled Aluminum Racing Cars
In other car news, Green Toys just released its first set of toy cars that incorporate recycled aluminum (most of the brand’s other toys are made exclusively from recycled plastic), which are cool looking and fun to play with. The set comes with four different colors, all of which have a slightly sparkly metallic finish.
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You probably missed the release of Jasmine, American Girl’s ninth Disney princess doll, because it’s been overshadowed by the launch of the brand’s Modern Era Collection and the ensuingnegative reactions to the brand’s Modern Era Collection. I, like so many other A.G. fans, am perplexed by the new line of Bratz-ified dolls; they’re an odd and unnecessary pairing with the historical dolls, especially the classics like my beloved Molly. Thankfully the new Jasmine doll upholds American Girl’s signature level of detail and quality. I was a tween — the ideal age for enjoying American Girl — when Disney’sAladdincame out in theaters, so this doll holds a little extra nostalgia for me.
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The Strategistis designed to surface useful, expert recommendations for things to buy across the vast e-commerce landscape. Every product is independently selected by our team of editors, whom you can read abouthere. We update links when possible, but note that deals can expire and all prices are subject to change.
