Photo-Illustration: The Strategist; Photos: Retailers
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 global Labubu craze, an explosion of bag charms, and new versions of popular tech toys like the Nintendo Switch and the Toniebox. 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 like Shark digital watches and a Chicken Jockey action figure. All of it has been thoughtfully selected from our archive of expertly 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’re shopping for a specific age group, from 1-year-olds all the way up to preteens). There are open-ended toys for toddlers, bikes and scooters for elementary-school kids, building toys for all ages, and a KPop Demon Hunters Funko Pop that every fourth-grader almost certainly has on their wish list.
Update on November 20, 2025Ahead 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.
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The Strategist is 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 best acne treatments, rolling luggage, pillows for side sleepers, natural anxiety remedies, and bath towels. We update links when possible, but note that deals can expire and all prices are subject to change.
