Consumer Products

Amazon reveals 2016 holiday toy list

Amazon has debuted its list of 1,000 playthings, which are highlighted in branded videos and accessed through the e-commerce giant's Alexa voice-activation tool for the first time.
October 13, 2016

The marketing effectiveness of holiday toy lists isn’t lost on Amazon, which has just revealed its own 2016 holiday picks. Similar to competitors like Toys “R” Us and Target, Amazon’s curated list of more than 1,000 playthings features a cross-section of items in tech, STEM and DIY categories.

Amazon, which will offer daily deals on all holiday toy list products, has deemed tech toys as a strong category for the season, led by mobile app connectivity found in Cozmo by Anki and the Ravensburger Space Hawk Starter Set.

In terms of toys that let kids tap into their creativity, Thames & Kosmos Crystal Growing, Poppit Playset Bakery and Scientific Explorer Young Architect City Planner Set are top contenders. And STEM-wise,  Osmo Genius Kit, Fisher-Price Think & Learn Code-a-Pillar and K’NEX Education STEM Explorations: Swing Ride Building Set lead the field.

With the mini-figure trend still generating big bucks, Amazon has highlighted sets like My Mini MixieQ’s Bundle, Squinkies Squinkieville Clubhouse Playset and Twozies Café Playset.

The retailer also anticipates strong demand for Star Wars, Trolls and Moana toys, buoyed by their movie releases this fall.  In particular, Star Wars Force Tech Trooper, DreamWorks Trolls Glitterific Guy Diamond and Disney Moana Starlight Canoe and Friends are expected to post big numbers.

Other popular items include:

  • Bloxels: Build Your Own Video Game
  • Shopkins Happy Places House Playset
  • Hot Wheels A.I. Intelligent Race System Starter Kit
  • Scientific Explorer Magic Science for Wizards Only Kit
  • Playskool Sesame Street Love2Learn Elmo
  • Fisher-Price Imaginext DC Super Friends Super Hero Flight City
  • Fisher-Price Dance & Move BeatBowWow
  • SELFIE MIC Music Set
  • AquaBeads Ultimate Design Studio Payset
  • Fisher-Price Shimmer and Shine Magic Flying Carpet
  • View-Master Deluxe VR Viewer
  • Barbie Dreamhouse
  • Barbie Pop-Up Camper Vehicle
  • Lego City Airport Air Show Building Kit
  • Nom Noms Lipgloss Truck Craft Kit
  • Wonder Workshop Dash Robot
  • Hatchimals Draggles
  • Lego Friends Amusement Park Roller Coaster Building Set
  • 3Doodler Create 3D Pen
  • American Girl Melody Doll, Book & Backpack Collection
  • DreamWorks Trolls Hug Time Poppy

Amazon has also introduced videos that highlight the must-have products by various categories, including Top 100Parent PicksKid PicksSTEM Picks. Parents and kids can watch them and shop the featured products on the same page.

And Amazon is making a push for voice-activated shopping for the first time, with the help of Alexa on the Amazon Echo, Echo Dot, Amazon Fire TV and Amazon Tap. With more than half a million Prime-eligible toys available to order via Alexa-enabled devices, customers can now purchase all of their gifts entirely by voice activation.

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.


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