The Toy Insider has dropped its 20th annual Holiday Gift Guide, spotlighting nearly 400 toys from 182 toymakers in what stands tall as its biggest guide to date. The influential toy resource once again breaks down the season’s hottest picks into three marquee lists: the Hot 20, the STEM 10, and the 12 Under $20.
The guide arrives as parents and gift-givers face higher prices, tighter schedules, and toys selling out faster than ever. “Shoppers are dealing with higher prices everywhere, toys selling out faster than ever, less time to figure it all out, and the constant worry about costs going up even more — it’s honestly overwhelming,” says Laurie Schacht, Chief Toy Officer, The Toy Insider. “That’s precisely why we created our largest Holiday Gift Guide yet: to be your solution to all of it, with an abundant selection of toys that do double duty. All our curated picks create those magical holiday moments while respecting any holiday budgets.”
When it comes to the guide’s legacy and authority, one need look no further than the fact that The Rock Father himself, James Zahn, founder of The Rock Father Magazine, is a Senior Editor at The Toy Insider and contributed to this year’s lineup. And if that’s not enough to pique your interest, check out Editor-in-Chief Ali Mierzejewski serving up a preview on The TODAY Show last week.
More than 70% of the featured toys cost less than $50, with over 175 coming in under $25. Powered by Energizer for the second year running, the guide even reminds shoppers to grab batteries early so kids can dive straight into play.
From Superman and Wicked: For Good tie-ins to collectibles, strategy games, and STEM favorites, the 2025 guide ensures families can bring the fun home without breaking the bank.
See the full guide at The Toy Insider, and be sure to check out the site early and often for the hottest products for every kid on your shopping list.
