From Barbie to Lego, these are the hottest toys of 2023.

We got an exclusive look at the toys that will be flying off shelves, according to The Toy Insider

Top 20

But while kids spend most of that time excitedly counting down the days until they get to open their presents, parents have the tough job of finding the toys that they’ll actually love. And that’s why every year, plenty of gift-givers turn to The Toy Insider’s annual toy lists to help guide their decision.

For those who are looking to get that tough job over with as early as possible this year, we have some exciting news: The Toy Insider’s Hot 20 List has arrived! We got the exclusive details from The Toy Insider’s editor-in-chief Marissa Silva about all the buzzworthy, innovative and fun toys that made this year’s list. 

To create the list each year, Silva says the team starts testing the toys in October of the year prior — and they try out thousands before narrowing it down to the final ones. When analyzing toys for the list, Silva says the team reviews them based on five different criteria points — skill building, play value (how much playtime kids can get out of a toy when compared to its cost), originality, product integrity (“does the toy do what it’s supposed to do, what kids expect it to do?”) and, finally, fun factor. They also make sure that the list feels balanced, across price points and interests. “We want to make sure that there’s a lot of different offerings for different types of kids,” Silva says.

The hottest and most popular items are then broken down into three lists: Hot 20, 12 Under $20 and STEM 10. Picks on the list range from affordable stocking stuffers to sought-after finds from brands like Lego, Barbie, L.O.L. Surprise! and more. 

Shop TODAY editorial director Adrianna Brach also recently stopped by the show to share a handful of picks from each list. Keep reading to get a first look at those, as well as the rest of the Hot 20, 12 Under $20 and STEM 10 lists. If you see anything that catches your eye, you’ll want to act fast, because there’s no telling how long these toys will stay in stock. 

“Most, if not all, of the toys on our Hot 20 list will be expected to sell out,” Silva says.

The Toy Insider’s hot toys, as seen on TODAY

MARVEL SPIDEY AND HIS AMAZING FRIENDS WEB-SPINNERS PLAYSET

This 27-inch-tall playset features multiple play zones, including a spinning transformation chamber, a command center, and a garage. Comes with a Spidey figure, a vehicle, and accessories.

POKÉMON SCARLET & VIOLET 151 ELITETRAINER BOX

YThis expansion features all original 151 Pokémon from the Kanto region, re-imagined in Paldea. Includes nine Scarlet & Violet — 151 booster packs, a Snorlax illustration rare-style promo card, accessories, and a collector’s box.

SUPER MARIO BROS. WONDER

Classic Mario side-scrolling gameplay is turned on its head with the addition of Wonder Flowers, which trigger unexpected moments in a course, such as pipes coming alive, characters transforming and more.

AMI AMIS PARTY PAL

The huggable puppy features the Ami Amis chunky knit style. It walks, plays music, and pops confetti out of its party hat. Includes reusable confetti and a scoop and funnel for easy cleanup and reloading.

BARBIE DREAMHOUSE PLAYSET

This deluxe doll house has a spiral slide and a spacious floor plan with three levels and 10 living areas. It includes more than 75 accessories and customizable spaces, plus pet-friendly touches including a puppy slide and pet pool.

COCOMELON PEEK-A-BOO JJ

Toddlers can press JJ’s foot to play a game of peek-a-boo and sing along to a clip of the song “Peek a Boo” from CoComelon. This plush features 17 CoComelon-inspired sounds and phrases and interactive movements.

FISHER-PRICE LAUGH & LEARN MIX & LEARN DJ TABLE

This interactive, educational activity table features a piano with three ways to play, plus 12 fine motor activities and three Smart Stages learning levels to keep babies engaged as they grow.

SESAME STREET ELMO SLIDE

This interactive plush sings, sways, flaps his arms, and glides to the song “Elmo Slide.” Encourages little ones to dance or play a game of Elmo Says. Features soft fabrics and hidden wheels for smooth moves, and speaks English and Spanish.

TOUCH & LEARN WOODEN ACTIVITY CUBE

This eco-friendly cube is packed with educational, hands-on activities for toddlers. The cube will introduce little ones to shapes, colors, numbers, animals, and music. It features a pretend phone, light-up piano keys, gears, mazes, and more.

TEENAGE MUTANT NINJA TURTLES MUTANT MAYHEM PIZZA FIRE VAN

This van opens from the front and the back, with room for four Turtles and Splinter (sold separately). Kids can activate the slide-out pizza launcher, which fires up to eight mini pizza pies.

FURBY

Kids can speak to Furby to activate more than 600 responses in Dance Party, Copy Cat, Tell My Fortune, Let’s Chill, and Lightshow modes. Furby comes with clip-on beads and fashion accessories that kids can also wear.

TAMAGOTCHI UNI

This Tamagotchi comes on a wearable wristband so kids can nurture their pet on the go. They can explore the Tamaverse to meet other characters and connect multiple devices to play with friends, exchange items, and more.

MINTID DOG-E

Each Dog-E has a combination of lights, sounds, and personality traits that makes it unique. Kids can train Dog-E to do tricks, track its needs, and unlock more interactive play with the app.

BITZEE

Kids can take care of and play with their Bitzee through a screen-free display and the pet will react to touch and movement, creating a two-way interaction. Each Bitzee has three evolutionary stages with the final stage unlocking a Super Bitzee and a special game.

BLUEY HAMMERBARN SHOPPING PLAYSET

Kids can go on a shopping trip with the Heeler family with this playset, which has nine play areas and an elevator. It plays more than 45 sounds and phrases from the show and comes with exclusive Bluey and Bingo figures.

SWITCH & GO 3-IN-1 RESCUE REX

Kids can combine a fire truck, a rescue copter, and a police car into a roaring T. rex with animated eyes. The police car features lights and phrases, the fire truck has an extending ladder, and the helicopter has a spinning propeller.