Target has unwrapped its annual list of the most recommended playthings for the holiday season.

The 2024 Bullseye Top Toys list features more than 60 products from companies including Disney, LEGO, Spin Master, Hasbro and Mattel. Target is putting an extra emphasis on affordability this year, with more than half of its 1,000-plus items priced under US$20. This isn’t surprising, considering that 33% of holiday shoppers are planning to spend less, according to a recent report from consumer financial services company Bankrate.

Among Target’s affordable picks for 2024 are Mattel’s Polly Pocket Target Bullseye Adventure Compact (pictured), MGA Entertainment’s Miniverse—Make it Mini Spa and Spin Master’s Kinetic Sand Squish Motion set.

For consumers looking for products that tap into imagination-led play, Moose Toys’ Bluey Amusement Park, Hasbro’s Star Wars Darth Vader Dark Side and Spin Master’s Gabby’s Dollhouse Purrfect Celebration are three playsets that should fit the bill.

Disney’s popular Moana franchise is also represented on the list by LEGO (Moana’s Flowerpot set) and Jakks Pacific (Moana Petite Gift set). And for collectors, Spin Master’s Hatchimals Alive Secret Hatch Pandoo toy got a mention, as did a pair of Hot Wheels products from Mattel.

Other notable entries include Spin Master’s Ms. Rachel Speak & Sing Doll, from the first-ever toy line based on the popular YouTuber. It’s expected to be a top-seller in the  creative toy category for kids of all ages, according to Target.

The retailer is also prepping for the holidays by featuring a new Bullseye-themed display in more than 200 stores beginning in November, making it easier for families to spot its exclusive offers. 

The complete Bullseye’s Top Toys list is available online at target.com. 

UK retailer Hamleys also released its annual list of top toys for Christmas today, calling out Mattel’s Moana Singing Doll, LEGO’s new Bumblebee Transformer and the Numberblocks Five Musical Superstar Stage (based on the popular CBeebies TV series).