'Now Is The Time To Shop': What Are The Popular Toys This Holiday Season?

Top toys this holiday season are millennial throwbacks

The countdown is on to the holiday season, which means the race for this year's must-have toys is already underway. This year, many of the must-have toys would have looked right at home under Christmas trees in the 80's and 90's.

Toys that millennial parents played with like Furby, Ninja Turtles and a dancing Elmo are all back and updated for a new generation of kids.

"Parents are the pullers of the purse strings, so toymakers are going to tug on the heartstrings, the nostalgia," said Marissa Silva, editor-in-chief with The Toy Insider.

Silva and the Santa's Helpers she works with are experts in knowing what kids want and tracking toy trends. She said new Magic Mixies that mimic genie lamps are big for 2023, as are Cry Baby dolls that cry real tears.

Everything Barbie is big too with the afterglow from this summer's blockbuster film. Versions of Barbie are marketed for everyone from toddlers to adult collectors.

"You really can't miss with a Barbie doll this year," said Silva.

Silva says there are ways to snag those popular toys and still save. She recommends shopping in-store to find deals, and look for toys that may be out-of-stock online. Price-matching policies at big retailers can help you secure a toy at the lowest price without running to multiple stores or sites.

Silva says now is the time to purchase any must-have items instead of waiting for it to go on sale later. "Make sure you're buying from trusted retailers that have great return and exchange policies so if something goes on sale later, you can always exchange it or get a price adjustment. But you don't want to miss out and have that toy be sold out if you wait too long," said Silva. "Now is definitely the time to shop."