It’s officially holiday toy list season. While the industry waits for The Toy Insider’s annual Hot 20 and Holiday Gift Guide, dropping on Sept. 12, retailers continue to release their own lists.

Walmart’s 2023 Top Toys List features 55 picks, almost half of which are under $25. Top brands included in the list include NERF, Barbie, LEGO, Spider-Man, and more. 

“The holiday season is just around the corner, and Walmart is ready to help our customers plan ahead and save even more for all the kids on their list,” says Brittany Smith, Vice President for Merchandising and Toys for Walmart U.S. “Like every year, Walmart is the place to find amazing deals on an incredible assortment of the most popular toys. Not to mention we offer our customers the easiest, most convenient ways to shop in stores and on, delivering a joyful toy shopping experience like only Walmart can.”

Walmart’s 2023 Top Toys List

25 Toys Under $25

Blockbuster Hits

Hang up and Hangout

90s Nostalgia


*Prices may vary in-store, online, and in-app

Walmart has more than 1,000 new toys in stock for the holiday season along with more than 500 Walmart exclusives.

The Toy Insider’s Hot 20 and Holiday Gift Guide is launching online and at Adventure Media & Events’ Holiday of Play on Sept. 12. Order your own set of copies to help customers shop your store.

About the author

Ashley Pelletier

Ashley Pelletier

Ashley is assistant editor for The Toy Insider, The Pop Insider, and The Toy Book with a Master's in journalism from Quinnipiac University. When she isn’t writing her latest story, she is reading a fantasy novel or rewatching one of her three favorite TV shows over and over again. She’s also a big fan of showing people pictures of her two dogs and cat.