50 Most Popular Toys of 2026, According to Parenting Experts

We've been independently researching and testing products for over 120 years. If you buy through our links, we may earn a commission. Learn more about our review process. We're always on the hunt for emerging toy trends, from the latest characters and collectibles to this year's most anticipated games and gadgets. We regularly attend Toy Fairs, so we can be the first to know about launches and our Lab experts put hundreds of toys to the test every year to prepare for the Good Housekeeping Toy Awards. Now that it's officially September (the holidays will be here before we know it), we're predicting the hottest toys of 2026. Our top picks: Star Wars and LEGO: ​ ​ Pokémon: ​ ​ Play set: ​ ​ Collectibles: ​ ​ Doll: ​ ​ Screen-Free Entertainment: ​ A few trends: Everyone seems to be chasing Labubu, offering plush bag charms with hard vinyl faces, or trying to capture a creepy or cute aesthetic. Construction sets are adding into the mix (and sometimes sounds too). There are also many soccer—excuse us, —toys coming out for those who loved the World Cup. Influencer collabs are becoming the norm, butter slime keeps selling out, and kids are still wild for Bluey, Grogu, and KPop Demon Hunters. No matter what they're into, kids (and kidults) are lucky this year!