The holidays are coming up fast, which makes now the perfect time to get your gift-shopping lists in order. So in keeping with Strategist tradition, I’ve rounded up the most exciting and sought-after toys that I predict will sell out as the end of December draws near.
I typically start thinking about holiday toys over the summer, long before many of them hit store shelves. I visit every toy fair I can to get an early look at the newest launches, innovations, and updates, and try to get my hands on as many toys as possible to make sure they’re actually worth the hype — inspecting the tires on off-road balance bikes, testing the launch speeds of new monster-truck ramps, and witnessing the “birth” of the latest Hatchimals. I also spend hours talking about trends with the brightest minds in the toy industry and surveying cool and stylish parents, aunts, and uncles to kids of all ages to find out what real kids are actually asking for.
From what I have seen so far, the biggest toys of 2024 don’t fit neatly into established trends, though toys that incorporate magical reveals, anything miniature, and interactive animals are still very popular. There’s also an ongoing industry-wide push, in response to consistent parent demand, to keep kids engaged without resorting to screens — whether it’s through a singing Ms. Rachel doll for toddlers or an especially challenging LEGO Technic set for older kids.
The nine toys below are the ones to buy early if you want to avoid the unnecessary stress of shopping at the last minute, not to mention the disappointment that comes with a sellout. Availability for many of them has already been volatile, with some going out of stock and coming back in waves. So if there’s something you really want, keep checking back — I’ll be updating this story until the last shipping deadline has passed to help you check every last giftee off your list.
And if you’re looking more great gift options, we also have gift guides for kids of all ages, including 1-year-olds, 2-year-olds, 3-year-olds, 4-year-olds, 5-year-olds, 6-year-olds, 7-year-olds, 8-year-olds, 9-year-olds, 10-year-olds, 11-year-olds, and 12-year-olds — plus the meticulously curated Strategist Toy Store, filled with all our greatest hits.
Moana American Girl Doll
Though the much-anticipated Moana sequel doesn’t come out until Thanksgiving, there are already lots of great tie-ins, including this American Girl Moana doll. It’s the most majestic of all the Moana 2 toys and the one that’s most likely to remain in play the longest. The doll’s necklace opens to reveal a sea star like the one Moana receives from her sister in the movie, and for $40 extra you can get an accessory set that includes a doll-size plush Pua, a Heihei toy with eyes that bug out when you squeeze it, a floral lei, and an oar. Both the doll and her accessories are available for preorder but won’t ship until December 12, so you’re out of luck for November or early December birthdays. But if you buy now, you’ll have them in time for Christmas or Hanukkah.
The Mini Nugget
If you don’t dillydally, you can also get a mini Nugget play couch that happens to be the perfect size for American Girls and many other dolls. The brand made a small-scale version of its popular foam furniture for the first time in 2023 and it sold out remarkably fast; it’s now back again for another limited run, and this time it comes in five different colors. Kids can use it as a fort for stuffed animals or action figures, a ramp for toy cars, or simply a set of soft blocks to stack and knock down.
Daisy the Yoga Goat
This year there are a lot of cartoon characters and cuddly animals that crawl, dance, and jump up and down. But this goat named Daisy that does yoga, drinks from a water bottle, meditates to soft music, and farts is my favorite of the bunch. I like that it’s not a specific licensed character, so it’ll appeal to a broad group of kids; it’s also more unique than the classic interactive baby doll, dog, or cat. The box says it’s for children 4 years old and up, but the sweet spot is probably between ages 4 and 6.
Hatchimals Mystery Hatch
This giant interactive hatching egg takes kids through a series of prompts that culminates in the birth of a pink or purple winged baby unicorn. To coax your Hatchimal out of its shell, you must cuddle, tap, rock, and lift the egg until it starts to crack and a poof of magical mist and music drifts out; I watched a demo of this process at one of the toy fairs I attended this year and could not look away. After the baby unicorn hatches, kids can feed it, teach it to “talk,” play peekaboo, and tickle or pet it to make it flutter its wings and dance. It’s a bit like a cross between a Magic Mixies and a Furby, and great for kids from 5 to 7 years old, with plenty of play value even after it’s hatched.
Spidey and His Amazing Friends Mega Jump HQ Track
My almost 2-year-old son is a car guy, so I am especially drawn to toys that go vroom, especially this Spidey-themed dual racetrack. It has an elevator in the back that lifts two (very cute) cars up to the control center and ramp launch. Once released, the cars break open double web bridges, soar over jumps, and blast through doors.
Super Smalls Gemify Sunglasses Kit
I have been writing about (and wearing) jewelry from the kids’ dress-up and accessory brand Super Smalls for the past few years. Certain in-demand items like the giant sticker books and holiday craft kits are always at risk of selling out around this time of year. But now that this adorable decorate-your-own-sunglasses kit has made the list of Oprah’s Favorite Things for 2024, I recommend ordering it and other goodies from the brand ASAP.
Peg Perego RealTree Camo Polaris RZR 900
Peg Perego is most widely known for baby gear like strollers and high chairs, but it also makes extremely popular and very realistic ride-on vehicles for kids of all ages, from toddler on up. The brand sells utility trucks, John Deere tractors, and even a mini Ducati, but of all the ride-on toys it offers, I’d suggest this four-wheeler that’s designed for kids ages 3 to 8: It’s less expensive than many of the other vehicles, though still a splurge, and the realtree camo design gives it fashion-world cred that will appeal to cool parents.
Squishmallow Bean-Bag Chairs
Squishmallows recently released adorable animal-shaped bean-bag chairs in three different designs: There’s a purple cow, a cat, and this pink axolotl, which will undoubtedly be the most popular. The chairs are just under two feet tall, making them an ideal size for preschool and elementary-school kids.
SpongeBob Reversible Plushies
This year marks the 25th anniversary of SpongeBob SquarePants, so there’s been an influx of new toys featuring characters from the show. Since SpongeBob and his pals trigger big-time nostalgia among young adults who watched it as kids, there are a ton of collectibles to choose from, including Funko Pops and lots of blind box toys. But I’m particularly fond of these cuddly TeeTurtle reversible plushies that are available in nine different combinations, my favorite of which is this Mr. Krabs that transforms into a Krabby Patty.
The Strategist is 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 about here. We update links when possible, but note that deals can expire and all prices are subject to change.
