Amazon’s 2024 holiday catalogs featured building sets, character toys, games, plush, and imaginative-play products—but they were curated selections, not a verified ranking of the year’s best-selling toys. The lists also differed by market, so a pick from the U.S. catalog should not be read as a UK or Australian bestseller.
What “trendiest” means in Amazon’s 2024 catalogs
Amazon’s lists show what the retailer chose to spotlight for holiday shoppers in 2024. They do not establish which toys sold the most across the market or what children universally preferred. Amazon’s U.S. Toys We Love page described a Toys team-curated selection; Amazon UK called its Top Ten expert-selected and trend-inspired; and Amazon Australia presented six themes for its local market. None is an Amazon-wide, independently measured sales leaderboard.
What Amazon’s U.S. list emphasized
Amazon said its 2024 U.S. Toys We Love list included more than 300 toys, with more than 50 Amazon exclusives and more than 100 new toys. More than a quarter of the selection was priced under $20, and Amazon said recommendations started below $10. Those figures describe the retailer’s list and its price mix, not overall toy-market sales or demand.
The featured products covered several play styles:
- Building and STEM: Magna-Tiles Space 32-Piece Set, featuring a space shuttle and astronaut.
- Active and pretend play: Radio Flyer Amazon Delivery Van Ride-On Toy.
- Audio and storytelling: tonies Toniebox screen-free audio player.
- Building and seasonal display: LEGO Icons Poinsettia Building Set.
- Collectible plush: Squishmallows Original Micromallows Ferris Wheel Display Set.
- Science and discovery: Wow in the World: Dino Dig & Diorama Set.
- Action play: Transformers One Movie Power Flip Optimus Prime.
- Group play: Ravensburger Oh My Pigeons!
- Early learning: Fisher-Price Baby’s First Blocks.
These are examples Amazon named, not evidence that each toy was a bestseller. The catalog also called out small-business and climate-related badges on some products.
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How the UK and Australia lists differed
| Market and list | How Amazon framed it | Examples | Price context |
|---|---|---|---|
| United States: Toys We Love | Curated by Amazon’s Toys team | Magna-Tiles Space, Toniebox, Radio Flyer Delivery Van, LEGO Poinsettia | Amazon said recommendations began below $10 and more than a quarter of its selection was under $20. |
| United Kingdom: Top Ten | Amazon said experts selected toys with four-star reviews or higher, inspired by trending toys | Snackles Series 2, Taco Cat Goat Cheese Pizza, Play-Doh Pizza Delivery Scooter, LEGO Star Wars Imperial Star Destroyer | Amazon’s announcement listed products from £9.99; item prices were stated as of November 5, 2024. |
| Australia: Top 100 themes | Six locally framed groups; Amazon said nine children connected to Starlight programs helped test a selection | Bluey, Spider-Man, Disney, Hot Wheels, Exploding Kittens, Play-Doh, VTech, Hatchimals | One theme highlighted toys under A$25. |
The UK Top Ten also included Simba SCREAMERZ Babbling Bear, Rainbow High Watercolour & Create, Stitch Electronic Diary, Hape Marble Run, Hatchimals Alive Mystery Hatch Pufficorn, and Gabby’s Dollhouse. The price date applies to Amazon UK’s announcement, not present-day prices.
Australia organized its list around six themes: “Going for Gold” for sports toys such as soccer kits and roller skates; “Top Toys for under $25” for value picks; “Animated Icons” for properties including Bluey, Spider-Man, and Disney; “Sharing is Caring” for group games; “Edu-Play” for educational play; and “Quiet Time” for imaginative toys such as Hatchimals and Melissa & Doug. The nine children involved in testing were connected to Starlight programs; that initiative is not a representative consumer survey.
Rank #2
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How to use these lists when choosing a toy
The catalogs are most useful as a snapshot of the kinds of products Amazon promoted in each region, rather than as a universal ranking. For a practical shortlist, match the toy’s play mode to the recipient and verify the local product listing:
- For open-ended building: consider construction sets such as Magna-Tiles or LEGO, checking age guidance and the specific set’s contents.
- For shared play: look at games such as Taco Cat Goat Cheese Pizza or Oh My Pigeons!, and confirm the recommended player count and age range on the current listing.
- For character-led or collectible play: the catalogs included examples such as Bluey, Star Wars, Squishmallows, and Snackles.
- For quieter or story-focused play: Amazon featured Toniebox, creative activity products, and toys grouped under Australia’s “Quiet Time” theme.
- For budget screening: treat the U.S. under-$20 share and Australia’s under-A$25 theme as 2024 catalog framing, not promises about current prices.
Because these are historical 2024 selections, check current availability, age recommendations, product details, and price in your country before buying. The reviewed catalog pages do not establish whether a named toy remains available or popular in 2026.
Quick Recap
Best Value
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Rank #4
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Rank #3
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
