Amazon Top Ten Toys for Christmas 2023

Category: Data & Insights
Amazon Top Ten Toys for Christmas 2023

Childhood favourites through the years including Barbie, Furby, Pokémon, and LEGO Star Wars toys have made Amazon’s list of Top Ten Toys for Christmas 2023. These nostalgic names and iconic franchises have been chosen by Amazon experts and feature alongside trending toys including LOL Surprise Magic Flyers, Asmodee’s Dobble card game, and Mini Brands’ collectible toys, which were released to mark Disney’s 100th anniversary. This year’s Top Ten list also includes educational toys and toys under £20, offering customers both great value and joy.

Hundreds of toys from the must-have list will be donated to families in need in time for Christmas, as part of The Multibank charity initiative, founded by former Prime Minister Gordon Brown and Amazon. The Multibank initiative, which launched in 2022, was created to meet the needs of families and individuals living in poverty. The two Multibank sites in Lochgelly, Fife, and in Wigan operate as a “click and collect” service for over 1,000 local charities and professionals to access surplus goods for people in need.

The toys will be delivered on the back of another iconic childhood toy – a life-size Tonka-style truck, which will be touring the UK in the lead up to Christmas, and stopping off at the Multibank sites – ‘Brick-by-Brick’ from The Brick, Wigan and ‘The Big Hoose’ from The Cottage Family Centre, Fife. The toys will also be donated to children living in deprived areas of Swansea, via the charity Faith in Families.

It’s always fascinating to see which toys are looking like the must-haves in the lead up to Christmas and this year’s list shows a real trend for 90s nostalgia. Toys like Barbie and Furby have a lot of love and have stood the test of time amongst children throughout generations, and we have a wide selection beyond that for all ages and budgets. We will also be delivering hundreds of toys from the list to families in need in time for Christmas as part of the Multibank charity initiative, helping more children to discover the joy of toys.

– Matthew Redfearn, Toys Category Leader, Amazon UK

Financial pressures at this time of the year are enormous, but for families on the lowest incomes the pressures are even greater. That is why initiatives such as the Multibank are so important to provide amenities and support to tens of thousands of vulnerable families across the UK each year. With the help of Amazon this Christmas, we are able to extend our offer to include this year’s most sought-after toys. Together, we hope to spread some festive joy and provide a magical Christmas for families and ensure children can return to school feeling included and excited about their new gifts.

– Keely Dalfen, CEO, The Brick

Christmas 2023 Top Ten Toys

A family favourite in recent years, the Asmodee Dobble card game has grown in popularity thanks to the quick-fire format that tests speed, observation, and reflexes. A perfect stocking filler for children aged 6+, there’s fun to be had for all the family with up to 8 players per game.£9.99asmodee
A brand at the heart of family fun, Disney, is celebrating its 100th anniversary this year, and Mini Brands has released the Disney Platinum Limited Edition Mystery Capsule, a collectible set featuring perfect replicas of favourite Disney Store characters, with incredible design detail to delight collectors, kids, and kids at heart.£10.00mystery capsule
Continuing on the 90s nostalgia, Pokémon cards have been a pocket money must-have for school kids for years. This year looks to be no different, with Amazon tipping the Pokémon Trading Card Game Battle Academy to be a hit. The board game has everything you need to charge headlong into battle, with either Cinderace or Pikachu leading your team.£17.99pokemon
Following the smash hit Barbie movie, Amazon experts tip the Barbie Magical Ballerina Doll to be on many Christmas lists this year, featuring light up details to spark excitement.£18.66barbie
A popular option for children 18 months+, the sustainable Hape Multi Musical Block Set promotes dexterity and hand-eye coordination, as well as musical development and exploration.£27.93musical block
L.O.L. Surprise! Magic Flyers are also predicted to be in-demand this Christmas with each of the three characters featuring a unique design, and wings that really fly.£35.00LOL magic flyer
The PLAYMOBIL City Action Fire Truck features a firefighter, siren, rotating foam canon, and functioning winch. With cool lights and sound effects, the fire truck is another timeless classic for letting kids’ imaginations run wild.£39.95fire truck
STEM toys that help with at-home learning are also expected to be popular including the Numberblocks Step Squad Mission Headquarters Deluxe Playset.£39.99step squad
People born in the 90s will likely remember Furby, as the owl-like creature was a “must-have” for kids of the time. This year, Hasbro has brought the line back and the Furby Purple Interactive Toy Plush makes Amazon’s list for 2023, bringing today’s kids the opportunity to experience the joy of this talking toy that’s full of adorable, hilarious, and sometimes sassy surprises£59.99furby
Exclusively available on, two enormous franchises come together in the LEGO Star Wars Ghost & Phantom II Set. Featuring Ahsoka Vehicles, buildable Starship toys, and five characters including Jacen Syndulla and a Chopper Droid Figure, this toy will bring fun to all the family.£149.99lego


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