The Toy Coach’s 2025 Holiday Gift Guide: The Hottest Toys, Collectibles & Creativity Boosters of the Season

Written By Azhelle Wade

Real inventors, inclusive storytelling, and three TOTY finalists you can vote for.

This year’s holiday toy space is packed with so many big box brands, but I get most excited about are the ones created by real humans with a mission. Many of the toys in this guide come from indie founders, Toy Creators Academy alumni, and emerging studios who care deeply about play, representation, and emotional development. But of course we include a few important major brands!


Click here to view the full holiday gift guide.

Below you will find:

  • Party and family games that turn awkward gatherings into laugh out loud memories

  • Collectibles and dolls that celebrate culture, nostalgia, and careers

  • Plush and SEL toys that help kids name feelings and practice kindness

  • Craft and fidget picks

  • Three 2026 Toy of the Year finalists you can support with your vote


Where a toy is a TOTY finalist, I have included a direct link to its voting page, with tracking so the Toy Coach team can see how many toy people are taking action. Voting happens on The Toy Foundation’s official site: toyawards.secure-platform.com+1


How to Use This Guide

For each toy, you will find:

  • What it is

  • Retailer availability and pricing

  • Who this toy is great for

  • Link to buy

  • Related episodes of Making It In The Toy Industry whenever there is one

A quick reminder on pricing. Retail prices shift often during Q4, so treat the numbers below as snapshots, not guarantees.


Card And Party Games That Actually Get Played

Fresh Trades

By Wise Water Game Studio

Fresh Trades is a clever, compact card game that mixes negotiation, bluffing, and set collection. Players try to build the best portfolio by trading quirky labor cards and goods, which turns into a surprisingly strategic little economy at your kitchen table. Fresh Trades

Retailers and price range

  • Wise Water Game Studio shop, $29.99 Fresh Trades

  • Select specialty game retailers, prices can vary slightly

Who this is great for

If your tween or teen is:

  • Around ages 12+

  • Drawn to strategy games, debate club, economics, or Model UN

  • The kid who always wants to be banker in Monopoly

Fresh Trades gives them a fast playing, replayable game that scratches that “I want to outsmart everyone at the table” itch.

Where to buy


Feelin’ It / Not Feelin’ It

By Girls in Bar Bathrooms

This game started as a viral concept built around the chaotic honesty of bathroom chats and turned into a party card game for grown ups. Players respond to prompts with “Feelin’ it” or “Not feelin’ it” then unpack the reasoning, which becomes a springboard for surprisingly deep conversations and ridiculous confessions. fairgamestore.com

Retailers and price range

  • Girls in Bar Bathrooms official shop, about $29.99 fairgamestore.com

  • Occasional availability through indie gift boutiques

Who this is great for

If your person is:

  • Age 17+ college age or adult

  • The group chat friend who always has a hot take

  • Someone who loves We’re Not Really Strangers or conversation decks

This is a perfect New Year’s Eve, Friendsgiving, or girls night game.

Where to buy


Girls In Bar Bathrooms

By Mattel Creations

This one turns the viral social account into a boxed experience. It is a party game where players respond to scenario prompts inspired by real stories from women’s bathroom culture, mixing social strategy with storytelling. It feels half game, half social ritual. Mattel Shop

Retailers and price range

  • Mattel Creations shop, around $24.99 Mattel Shop

  • Select specialty and pop culture retailers

Who this is great for

  • Age 16 plus

  • The friend group that quotes TikToks and loves a themed pre game

  • People who prefer story based party games instead of heavy rules

Where to buy


Toots and Poops

By Race to Stupid Games

Toots and Poops is a fast dice rolling game where players race to clear their “bathroom emergencies” using number combinations on custom dice. It is pure toilet humor, framed with enough math to make grown ups feel better about how often kids will ask to play it. jaZams

Retailers and price

  • Manufacturer site and some specialty shops, $19.99

Who this is great for

If your kid is:

  • Roughly ages 6 to 11

  • Deep into the potty joke era

  • Energetic, competitive, and happier with fast rounds than long campaigns

Toots and Poops is ideal for quick after dinner play where you want everyone laughing within one minute of opening the box.

Link to buy


The Lunch Room

By EAP Toys & Games – TCA Alumni

Created by former lunch lady and Toy Creators Academy alum Chrissy Fagerholt, The Lunch Room is a food fight of memory, take that, and nostalgia. Players collect sets of classic cafeteria snacks and dodge spills and surprises, all wrapped in artwork that looks exactly like your elementary school tray.

Retailers and price range

  • Barnes & Noble, around 19.99 dollars

  • CAMP stores and EAP Toys & Games site

Who this is great for

  • Ages 8+

  • Families who love Sushi Go, Skip Bo, or mid light card games

  • Anyone who lights up when you mention tater tots and chocolate milk cartons

This is a great bridge game that works with mixed ages and grandparents who enjoy a throwback theme.

Link to buy

  • Buy at Barnes & Noble

Listen and learn

  • Making It In The Toy Industry Episode 287, which revisits Chrissy’s full journey from first pitches to landing Barnes & Noble placement, is a must listen if you want to understand what it takes to get a game this far.

Learn with TCA

Chrissy is a Toy Creators Academy alum. If you would love to develop your own game concept, you can learn the same process inside Toy Creators Academy at toycreatorsacademy.com.


Collectibles, Figures, And Dolls That Tell Stories

Mini Groundskeeper Collectible Playset

By Bulldog Turf Toys

Mini Groundskeeper turns sports field maintenance into a role play collectible. Kids get a detailed mini figure, mower or groomer, and small field accessories, which taps into the love for trucks and “real work” while highlighting a career kids never usually see in toys. Sky Castle Toys

Retailers and price range

Who this is great for

  • Ages 5+

  • Kids who love construction vehicles, tractors, or watching the grounds crew at games

  • Groundskeepers who want a collectible to celebrate their work

Link to buy

  • Buy from Bulldog Turf Toys Site


Colonel Custard – 9 to 5 Warriors

By 9 to 5 Warriors – TCA Alumni

9 to 5 Warriors is a nostalgic action figure line where office supplies and snacks become over the top characters. Colonel Custard is a dripping dessert general with wild sculpting and bright paint work that looks straight out of a lost 90s cartoon. My Gnome on the Roam+1

Retailers and price range

  • 9 to 5 Warriors shop, figures $29.99-$34.99

Who this is great for

  • Ages 8+ or adult collectors

  • Kids and kidults who love Teenage Mutant Ninja Turtles, Garbage Pail style weirdness, or Saturday morning rerun energy

  • Grown fans who want a desk toy with personality

Link to buy

Listen and learn

  • Hear creator Brandon Braswell share how he launched an action figure line while working a full time job in Episode 215 of Making It In The Toy Industry.

Learn with TCA

Brandon is also a Toy Creators Academy alum. If you would love to build your own collectible universe, you can study the same framework in Toy Creators Academy.

Lil’ Joey Dolls

By Joeydolls – TCA Alumni

Lil Joey Dolls are soft, huggable dolls that celebrate diverse Asian cultures through authentic outfits, details, and storytelling cards. Created by photographer and mom Samantha Ong, Joeydolls were built to help kids see their heritage reflected on the shelf. WonderWell Toy Co.+1

Retailers and price range

  • Joeydolls website, the lil’ dolls are $24.99

  • Select specialty retailers highlighted in the brand’s site footer

Who this is great for

  • Ages 3-9

  • Kids in multicultural or diaspora families, especially of Asian heritage

  • Any child who loves dramatic play, doctor scripts, family play, or fashion play

Lil Joey Dolls are ideal keepsake dolls that still invite active everyday play.

Link to buy

Listen and learn

  • Go behind the scenes of this brand in Episode 270, where Samantha discusses pricing strategy at Toy Fair and how she positioned her line for buyers.

Learn with TCA

Samantha is a Toy Creators Academy alum. If her story lights a fire in you, treat that as a sign that it is time to join Toy Creators Academy and start your own purpose driven toy.


Plush And SEL Toys For Big Feelings

The Kindness Mouse

By Wonderwell Toy Co – TCA Alumni

The Kindness Mouse is a plush companion, storybook, and activity system that turns random acts of kindness into a family tradition. Instead of watching for naughty behavior, this mouse shows up when kids complete small kindness missions and helps them track compassionate choices over time.

Retailers and price range

  • Wonderwell Toy Co shop, starter set around $64.99

Who this is great for

  • Ages 4+

  • Sensitive kids who worry about being “good enough”

  • Families who want an Elf On The Shelf alternative rooted in empathy instead of surveillance

This is a powerful gift for classrooms, therapists, or any caregiver who wants SEL to feel magical, not preachy.

Link to buy

Listen and learn

  • Hear founder Jana Hallam share the full journey from idea to launch, and how Toy Creators Academy supported her through manufacturing hurdles, in Episode 289 of Making It In The Toy Industry.

Learn with TCA

Jana is a proud Toy Creators Academy alum. If you feel called to make emotionally meaningful toys, you belong in this community. Learn more at toycreatorsacademy.com.

Keri: Cherub of Empathy

By Angelitos Mágicos

Angelitos Mágicos is a plush line created by industry veteran Gerardo Davila to comfort kids at bedtime with guardian angel style characters. Keri is the Cherub of Empathy, a soft plush with illustrated story elements that encourage kids to notice feelings in themselves and others. Amazon+1

Retailers and price range

  • Angelitos Mágicos website, plush around $29.99 on Amazon

Who this is great for

  • Ages 3-10

  • Kids who struggle with bedtime worries or separation anxiety

  • Families that want a gentle way to talk about emotions, spirituality, or resilience

Link to buy

  • Buy from Angelitos Mágicos Amazon

Listen and learn

  • Hear how Gerardo used Toy Creators Academy to rebuild his toy making toolkit and bring Angelitos Mágicos to life in Episode 288 of Making It In The Toy Industry.


Emotipals Frenchie

By Emotipals – TCA Alumni

Frenchie is part of the Emotipals line created by licensed therapist Melissa Brody. These plush pals use mix and match facial features to help kids label and express emotions. Frenchie is a French bulldog style character with removable velcro faces that let kids swap between happy, sad, angry, and more.

Retailers and price range

Who this is great for

  • Ages 3-9

  • Kids in therapy or working on social emotional language

  • Neurodivergent kids who benefit from visual support and repetition

Link to buy

  • Buy from Emotipals site

Listen and learn

  • Get a peek into Melissa’s journey from private practice to toy creation in Episode 290 of Making It In The Toy Industry.


Craft, Fidget, And Creative Play

Sticki Rolls Series 2

By Sky Castle Toys – 2026 TOTY Finalist

Sticki Rolls is the viral collectible bracelet that kids wear, unroll, and trade, each loaded with tiny stickers in unique themes. Series 2 adds more than 1,200 new sticker designs, new rarity levels, and chase pieces that keep kids hunting. VOTE HERE! Interview with the founder here. Toy review here.

TOTY status and voting

Sticki Rolls Series 2 is a Toy of the Year finalist in the collectibles space, recognized by The Toy Foundation for its innovation and kid powered fandom.

Retailers and price range

  • Amazon, Target, Walmart, Specialty Stores, Amazon

  • Pricing varies depending on the kit ~$17.99

Who this is great for

  • Ages 6 to 12

  • Kids who love bracelet trading, stickers, kawaii art, and YouTube unboxings

  • Collectors who enjoy rarity tiers and surprise reveals

This is a great stocking stuffer that turns phone time into offline decorating and sharing.

Link to buy

Listen and learn


Swift Clicks Heishi Bracelet Maker

By Make It Real – 2026 TOTY Finalist (Creative Toy) VOTE HERE

Swift Clicks takes traditional bead threading and turns it into a click and rotate system. The carousel comes pre loaded with about 1,500 heishi beads and kids create bracelets by aligning the color they want and pressing a button that feeds beads onto the cord.

TOTY status and voting

Swift Clicks is a Creative Toy of the Year finalist for 2026, celebrated for making jewelry making more accessible, fast, and satisfying. Voting link.

  • Vote for Swift Clicks in the TOTYs:
    TOTY voting page for Swift Clicks Heishi Bracelet Maker

Retailers and price range

  • The Paper Store, Walmart, major retailers and specialty retailers, Amazon $24.99

Who this is great for

  • Ages 8 to 14

  • Craft obsessed kids who get frustrated with tiny beads and tangled string

  • Neurodivergent kids who enjoy repetitive, satisfying motions and visible progress

This is a stellar “open it and use it immediately” gift for holiday afternoons and sleepovers.

Link to buy


NeeDoh Nice Cube Swirl

By Schylling – 2026 TOTY Finalist (Fidget)

NeeDoh Nice Cube Swirl is a cube shaped, gel filled fidget toy with bright tie dye colors and a famously satisfying squish. Each cube has a unique swirl pattern and springs back into shape after each squeeze.

TOTY status and voting

NeeDoh Nice Cube Swirl is a Toy of the Year finalist, recognized for its tactile satisfaction and cross generational appeal.

  • Vote for NeeDoh Nice Cube Swirl in the TOTYs:
    TOTY voting page for NeeDoh Nice Cube Swirl

Retailers and price range

  • NeeDoh official site, $8.50

  • Amazon

Important safety note

There have been reports of injuries when NeeDoh products are frozen or microwaved, including a highly publicized case of severe burns. These uses fall outside the intended play pattern. Parents and caregivers should:

  • Supervise young children

  • Teach kids not to heat, freeze, cut, or puncture gel filled fidgets

  • Follow all manufacturer safety instructions carefully

Who this is great for

  • Ages 8+ with clear safety guidance, or teens and adults

  • Kids who benefit from fidgeting during homework, reading, or car rides

  • Grown ups who want a tactile stress reliever on their desk

Link to buy

Adventure Society: The Works

By My Gnome On The Roam

Adventure Society: The Works is a storytelling and activity kit that invites kids to complete creative missions related to history, culture, and community. It combines prompts, crafts, and family challenges into an “adventure membership in a box.”

Retailers and price range

  • My Gnome On The Roam shop

Who this is great for

  • Ages 7 to 12

  • Curious kids who love journals, scrapbooks, and project based play

  • Homeschool families or anyone who wants sneaky educational adventures

Link to buy


Merry Christmas Wooden Stamps & DIY Card Making Kit

By DCraft Source – TCA Alumni + TCA Accelerator Alumni

DCraft Source’s Merry Christmas wooden stamp kit gives families everything they need to create handmade greeting cards. The set includes wooden stamps, ink pads, and card making components inspired by cultural designs and festive patterns.

Retailers and price range

  • DCraft Source site, $24.99

Who this is great for

  • Ages 6+

  • Kids who like calm table crafts, stationery, and “maker” projects

  • Grandparents and grandkids who want a shared holiday activity

Link to buy

  • Buy from DCraft Source

  • Buy on Amazon

Want To Make Toys Like These?

If you found yourself thinking “This could be my idea one day,” that is not an accident. Many of the toys in this guide started as sketches in a notebook, late night Google Docs, or a parent’s frustration with the toy aisle.

Inside Toy Creators Academy you can learn how to:

  • Turn a spark of an idea into a toyetic concept

  • Plan your manufacturing and pricing so retailers can actually say yes

  • Pitch to buyers and even aim for awards like the Toy of the Year

You can explore the program at https://www.toycreatorsacademy.com/

And while you are here, if you love any of the TOTY finalists in this guide, take a minute to click through to their voting pages and cast your vote. Those small actions help independent creators and innovative teams stand out in a sea of big brands.

Azhelle Wade
Next

How To Become A Toy Designer: Advice From The Inside