Amazon Australia has unveiled its annual Top 100 Toy List, with the help of its newest official toy-testers, the Amazon Playmakers, and Playmakers Ambassador, Ash Wicks of Two Doting Dads podcast fame.

Now in its eighth year of partnership, Amazon Australia has worked with Starlight Children’s Foundation to appoint children who have been affected by serious illness as Amazon Playmakers.

This year, six toy-testers were given early access to the Top 100 Toy List to review and rate their favourites, all to help Australians find the perfect gifts for little ones ahead of the Black Friday sale and festive season.

Toy trends

The toys in this year’s Top 100 Toy List have been grouped into six key trends:

• Unbox the magic. “The surprise-reveal craze shows no signs of slowing down in 2026, with blind boxes, squishy collectibles and hatching toys taking over wish lists and social feeds.”
• Big screen to playroom. “2026 was stacked with blockbuster franchises leaping from screen to playroom. This year’s movie and TV tie-ins went well beyond basic figurines, offering immersive, interactive play experiences.”
• Game night champions. “Family game night is back in a big way, with options spanning every age and budget … From quick card rounds to epic board game marathons, there’s a game for every household.”
• Build, create, imagine. “LEGO remains a firm favourite with kids thanks to new SMART Play tech that reacts to movement, headlined by the LEGO Pokemon SMART Play Training House with Pikachu. Beyond the brick, hands-on creativity takes many forms …”
• Little legends. “The preschool category is brimming with new and old favourites that little ones adore.”
• Christmas on a budget. “Great toys under $30 prove you don’t need to break the bank to make Christmas morning magical.”

Something for all kids

Amazon Australia Head of Toys Amy Banks says the 2026 Top 100 Toy List celebrates the joy of play in all its forms, with the kids once again becoming the true authorities, putting every toy to the test and giving them their stamp of approval.

“This year’s Amazon Playmakers have done an incredible job, ensuring there’s something on the list for all kids across Australia,” she says.

“We know every child is different, with their own unique interests, passions and personalities, so we have curated a Top 100 List with something for everyone.

“With the holiday season and Black Friday just around the corner, there has never been a better time to start ticking off your gift list.”