Thames & Kosmos

Amazon’s hottest toys this year

The retail giant's top-toy list for 2021 features a focus on STEM items and family-friendly games.
September 15, 2021

Get ready to feel festive—Amazon has unveiled its top toys and games for the holiday season. The e-commerce retailer’s “2021 Toys We Love” list features more than 70 products, and focuses on board games for the whole family and STEM toys.

Science and tech items that made the list include National Geographic’s Osmo Math Wizard and the Magical Workshop kit; the Butterfly Garden from Insect Lore; and the Mega Cyborg Hand STEM Experiment Kit from Thames & Kosmos (pictured).

The retail giant is also putting a focus on board games this year—a category that has made huge gains during the pandemic. Market research firm The NPD Group reported that sales in the games category (which includes strategic card games) grew by 27% to US$2.66 billion between April 2020 and March 2021. Board games on Amazon’s holiday toy list include Hasbro’s Monopoly Junior: Dinosaur Edition and Raya’s Journey: An Enchanted Forest Board Game from Ravensburger.

Brands that are featured prominently on the “2021 Toys We Love” list include Disney (with 26 Disney, Marvel and Star Wars products) and LEGO (10 products). The full list is available online.

This year will also see Amazon make the products from its “Toys We Love” list available at pop-up locations opening November 2 in Chicago, Denver, Houston, Las Vegas, Seattle and two locations in California (Glendale and West Hollywood).

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