Toy and game companies are pitching a broad holiday lineup for 2026, with submissions to The Toy Book’s “Hot for Holiday” feature spanning imaginative worlds, hands-on experiences, sensory play, tech-forward toys and familiar franchises. The publication invited companies to submit their own picks, positioning the list as a retailer radar for the season.
The price range is wide. At the low end, License 2 Play’s Domo collectible starts at $4.99, while Ravensburger’s 56-piece BRIO World Space Deluxe Train Set is priced at $279.99. In between, Goliath’s Chester plush, a butt-shaped character that wiggles and makes fart sounds when squeezed, is listed at $29.99 for ages 8 and up. Mattel’s customizable dollhouse, with nine play areas, two pools, two slides and more than 65 accessories, is $214.99 for ages 3 and up.
Play patterns behind the picks
Several entries lean on sensory or physical interaction. Schylling’s NeeDoh countdown hides six surprises and seven Halloween treats behind 13 doors for $14.99. Just Play’s 18-inch Tiggle Me Elmo Giggle Max, priced at $39.97 for ages 18 months and up, adds full-body movement and laughter. Horizon Group USA’s slow-flow glitter stress toys, licensed with properties including Squishmallows and Bluey, run $4.99 to $8.99.
Tech and franchise tie-ins are also prominent. Jazwares’ Pikachu puppetronic toy offers more than 100 action and sound combinations for $79.99, while Tonies’ Toniebox 2 Pokémon set, with Pikachu, Squirtle, Charmander and Bulbasaur figures, is $199.99 for ages 5 and up. The Pokémon Co. International’s 30th-anniversary Elite Trainer Box is $49.99 for ages 6 and up. The article notes that The Toy Insider, a sister publication, carries the team’s separate 2026 Holiday Gift Guide.