As toycos gear up for the holiday season, Walmart is betting big on franchises and unboxing brands. The retailer’s annual “Top Rated by Kids” toy list features 48 products and unwrapped a number of trends—including items inspired by hit IPs as well as unboxing products.
Walmart had kids test hundreds of toys before choosing their top picks for the holiday season. Big IPs continue to please, with kids opting for toys inspired by Disney, Warner Bros. and Nickelodeon brands. The top branded products selected by the children include Dynacraft’s 6V Plush Simba (pictured), Wow! Stuff’s Harry Potter Invisibility Cloak and Spin Master’s PAW Patrol Mighty Pups Super Paws Lookout Tower.
Unboxing is still also going strong, with MGA Entertainment’s L.O.L. Surprise! 2-N-1 Glamper, Blip Toys’ Tic Tac Toy XOXO Friends Multipack and MGA Entertainment’s What’s In My Purse Doll Purse all making the cut. Kids are also into interactive toys, naming Just Play’s Build-A-Bear Workshop Stuffing Station Value Box and Spin Master’s Juno the Baby Elephant as top toys for the holiday season.
Other trends include outdoor toys—like Dynacraft’s 24V Realtree UTV—and gaming gadgets like the Nintendo Switch and Xbox One S Forza. The full list is available online.
Walmart is also expanding its exclusive toy offerings by 25% in stores and online, with a focus on products from kid influencer brands. Additionally, the retailer will launch a number of in-store experiences, such as National Play Day on September 14. Last year, Walmart expanded its inventory of kids playthings by 30% in store and 40% online under its America’s best toy shop branding.