Amazon reveals its Top 10 Toys for Christmas

Published on: 27th October 2023

This year’s must-have toys will be donated by Amazon to families in need through the Multibank charity initiative, and delivered in a giant toy Tonka truck this December.

Childhood mainstays through the years, including Barbie, Furby, Pokémon, and Lego Star Wars toys, have made Amazon’s list of the Top 10 Toys for Christmas 2023. These nostalgic names and iconic franchises have been chosen by Amazon experts and feature alongside trending toys including L.O.L. Surprise! Magic Flyers, Asmodee’s Dobble card game, and Zuru’s Mini Brands’ collectibles, which were released to mark Disney’s 100th anniversary. This year’s Top 10 also includes educational toys and toys under £20, offering customers both great value and great 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,” said Matthew Redfearn, Toys category leader at Amazon UK. “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.”

Keely Dalfen, CEO of The Brick, added: “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.”

Amazon’s Top 10 Toys for Christmas 2023 are as follows:

  • Dobble card game – Asmodee
  • Disney Platinum Limited Edition Mystery Capsule – Zuru
  • Pokémon Trading Card Game Battle Academy – The Pokémon Company
  • Barbie Magical Ballerina Doll – Mattel
  • Hape Multi Musical Block Set with Five Musical Instruments – Toynamics UK & Ireland
  • L.O.L. Surprise! Magic Flyers – MGA Entertainment
  • Playmobil City Action Fire Truck – Playmobil
  • Numberblocks Step Squad Mission Headquarters Deluxe Playset – Learning Resources
  • Furby Purple Interactive Toy Plush – Hasbro
  • Lego Star Wars Ghost & Phantom II Set – The Lego Company


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