What are families actually buying right now? We checked Amazon's Toys & Games Best Sellers and Hot New Releases charts early on Sunday, Oct 25, 2026, and picked the toys standing out on both lists. The squishy craze is still going strong, Halloween squeeze toys are selling in the final week before trick-or-treating, and holiday shoppers have already pushed the new LEGO Star Wars advent calendar to No. 1 on the new-release chart. KPop Demon Hunters fans keep the Rumi doll near the top, and Relatable's Cheez-It plushies show that snack-shaped comfort toys are a hit with kids and grown-ups alike. Every pick below was in stock on Amazon when we checked. The price, the maker's age grade and the safety warning on the listing are included for each toy, so you can check the fit before you buy.
No. 1: KPop Demon Hunters HUNTR/X Rumi Fashion Doll
Maker: Mattel | No. 9 on Amazon Toys & Games Best Sellers
Rumi, the leader of the HUNTR/X girl group from KPop Demon Hunters, comes dressed in her "How It's Done" stage look: a cropped yellow jacket with a spiked shoulder pad, high-waisted shorts with a norigae charm and platform boots. She carries her saingeom sword and a microphone, and her purple braid is part of the sculpt.
Pros
- Stage outfit taken straight from the movie's opening song
- Comes with both a sword and a microphone accessory
- Collectible: other HUNTR/X members are sold separately
Cons
- Costs more than most picks on this list
- Small accessories are easy to lose
Manufacturer age grade: 4 years and up
Safety warning: WARNING: CHOKING HAZARD - Small parts. Toy contains a small ball. Not for children under 3 yrs. To be used under the direct supervision of an adult.
Price: $26.98 (Amazon price checked Oct 25, 2026)
See it on Amazon
No. 2: Slimygloop Gelli Gels, Blue Squishmallows
Maker: Horizon Group USA | No. 6 on Amazon Toys & Games Best Sellers
A squeeze toy shaped like a Squishmallows character and filled with slow-flowing glitter. It stretches and squishes, then returns to its Squishmallows shape. It also comes in pink and purple.
Pros
- Under $10
- Slow-flow glitter makes it fun to watch as well as squeeze
- Holds its shape after stretching
Cons
- Must be kept away from heat
- Listing showed only 17 left when we checked
Manufacturer age grade: 4 years and up
Safety warning: SAFETY WARNING: Do not heat or microwave. Burn hazard. The listing also says not to expose it to excessive heat, cold or microwaves.
Price: $8.62 (Amazon price checked Oct 25, 2026)
Availability note: Amazon showed "Only 17 left in stock" at check time.
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No. 3: Emotional Support Pals Cheez-It
Maker: Relatable (What Do You Meme?) | No. 23 on Amazon Toys & Games Best Sellers
Five soft plush Cheez-It crackers, each with its own face, packed in a plush carrying basket. It is part of Relatable's Emotional Support Pals line, which also includes nuggets, dumplings, pickles and fries.
Pros
- Five plushies plus a basket in one set
- A funny gift that works for kids, teens and adults
- No small parts warning on the listing
Cons
- More of a novelty and comfort item than a play toy
Manufacturer age grade: 3 years and up
Safety warning: None listed
Price: $16.99 (Amazon price checked Oct 25, 2026)
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No. 4: Mini Color Stack Challenge Solo Travel Game
Maker: Relatable (What Do You Meme?) | No. 24 on Amazon Toys & Games Best Sellers
A pocket-size, one-player version of the Color Stack game. Shake the case to mix up 40 colored rings, put the posts in and sort the rings into same-color stacks. The case holds everything, so it travels well.
Pros
- Screen-free puzzle that plays differently every time
- Self-contained case for car rides and flights
- Two sets can be used to race head-to-head
Cons
- Solo play only, unless you buy a second set
- 40 small rings to keep track of
Manufacturer age grade: 8 years and up
Safety warning: None listed
Price: $9.99 (Amazon price checked Oct 25, 2026)
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No. 5: LEGO Star Wars Advent Calendar 2026 (75456)
Maker: LEGO | No. 1 on Amazon Toys & Games Hot New Releases
A 293-piece countdown calendar built around The Mandalorian. Behind the doors are The Mandalorian and Grogu in holiday sweaters, Moff Gideon, Carson Teva and a Jawa, plus IG-11, a Pit Droid and eight mini vehicles including the Razor Crest and an X-wing.
Pros
- A new build behind every door
- Includes holiday-sweater versions of Mando and Grogu
- The mini builds work with other LEGO Star Wars sets
Cons
- Over $25
- Listing showed only 2 left when we checked
Manufacturer age grade: 6 years and up
Safety warning: None listed (the listing says "No Warning Applicable")
Price: $30.99 (Amazon price checked Oct 25, 2026)
Availability note: Amazon showed "Only 2 left in stock" at check time.
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No. 6: Toymendous Jumbo Squishy Ghost
Maker: Sunny Days Entertainment (Toymendous) | No. 5 on Amazon Toys & Games Hot New Releases
A ghost-shaped squeeze toy that is more than 5 inches tall, made for squeezing, stretching and poking. It works as a Halloween treat or a spooky desk decoration.
Pros
- Right on time for Halloween
- Big enough to stand out from mini squishies
- Under $15
Cons
- Seasonal look
- Low stock, from a third-party seller
Manufacturer age grade: 3 years and up
Safety warning: SAFETY WARNING: Do not heat or microwave. Burn hazard.
Price: $13.99 (Amazon price checked Oct 25, 2026)
Availability note: Amazon showed "Only 4 left in stock" at check time. Sold by Aura Press and shipped by Amazon.
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No. 7: Fuggler Baddies Fuggs 9 Inch (Munch Munch)
Maker: ZURU | No. 12 on Amazon Toys & Games Hot New Releases
A 9-inch "funny ugly monster" plush with Fuggler's signature human-like teeth. Munch Munch is pink and yellow, and select Fugglers have a rare "butt-on hole" collector's mark to hunt for.
Pros
- Soft plush with a deliberately odd look that kids and collectors love
- Under $12
- Part of a big collectible line
Cons
- The teeth are not for everyone
Manufacturer age grade: 4 years and up
Safety warning: WARNING: CHOKING HAZARD - Small parts. Not for children under 3 yrs.
Price: $11.97 (Amazon price checked Oct 25, 2026)
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No. 8: LEGO Pokémon SMART Play: Charmander and Geodude's Cavern Clash (72157)
Maker: LEGO | No. 16 on Amazon Toys & Games Hot New Releases
A 198-piece set with buildable Charmander and Geodude figures, a cave to explore and a disc shooter. Each figure has a SMART Tag that can trigger lights and sounds when a LEGO SMART Brick is added.
Pros
- Two buildable Pokémon figures
- Battle play right out of the box
- Can be upgraded with lights and sounds
Cons
- The SMART Brick is not included and is only sold in All-in-One sets, not on its own
Manufacturer age grade: 6 years and up
Safety warning: None listed (the listing says "No Warning Applicable")
Price: $19.99 (Amazon price checked Oct 25, 2026)
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No. 9: Better Butter Thinking Putty
Maker: Crazy Aaron's | No. 18 on Amazon Toys & Games Hot New Releases
A 2.1 oz tin of extra-smooth, creamy, butter-themed Thinking Putty. Crazy Aaron's says it never dries out, and it is made in the USA.
Pros
- Made in the USA
- Never dries out, according to the maker
- Calming fidget for kids and adults
Cons
- Listed as "available to ship in 1-2 days" instead of ready to ship now
Manufacturer age grade: 3 years and up
Safety warning: WARNING: CHOKING HAZARD - Small parts. Not for children under 3 yrs.
Price: $14.99 (Amazon price checked Oct 25, 2026)
Availability note: Amazon showed "Available to ship in 1-2 days" at check time.
See it on Amazon
How we picked: These rankings come from Amazon's public Toys & Games Best Sellers and Hot New Releases charts on the morning of Oct 25, 2026. Chart positions change by the hour. We left out party supplies and non-toy items, and anything without a confirmed in-stock offer.
#ad As an Amazon Associate, TDmonthly earns from qualifying purchases. Prices and availability are as of Oct. 25, 2026 and may change.
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