October 23, 2026
A KPop Demon Hunters doll, a water-activated plush, playable mini vinyl records and a new Tamagotchi are among this week's fastest movers on Amazon. On the morning of Oct. 23 (about 10 a.m. PT), Mattel's HUNTR/X Rumi doll ranked No. 8 in Amazon's Toys & Games Best Sellers, Spin Master's Magic Jellykins 2-pack was No. 20 in Stuffed Animals & Plush Toys, ZURU's Mini Brands Really Works Vinyl capsules were No. 21 in Toys & Games New Releases and Bandai's Tamagotchi Paradise Neon Planets was No. 25, though it was temporarily out of stock. Here is what each costs, what buyers say and what parents should know, with pros and cons for every pick.
1. KPop Demon Hunters HUNTR/X Dolls: Rumi, Mira and Zoey (Mattel)
Mattel's fashion dolls dress the three HUNTR/X singers from Netflix's KPop Demon Hunters in their "How It's Done" stage looks. Rumi comes with her saingeom sword and a microphone, Mira with her Curved Moon Sword and Zoey with her Spirit Blades, and the Mira and Zoey listings say the dolls have 11 posable joints. The Rumi listing shows 4.8 stars from 1,642 ratings. The listings say the line is for fans 6 and up.
For kids who want the song, the Zoey "Golden" singing doll wears her "Golden" performance outfit and sings the hit solo, or as a group with the other HUNTR/X members, per the listing. It has 5 posable joints.
Price: Rumi, $26.98 on Amazon; Mira, $26.97; Zoey, $26.97; Zoey "Golden" singing doll, $26.98 (list price $32.99). All sold by Amazon.com on Oct. 23.
Pros: Highly rated (4.8 stars on Rumi); the singing Zoey costs about the same as the regular dolls on Amazon right now; each doll comes with her movie weapon.
Cons: Each doll is sold separately, so the full trio is about $81; the singing doll has fewer joints (5) than the fashion dolls (11).
2. Magic Jellykins Water-Activated Surprise Plush (Spin Master)
Each Magic Jellykin hides in a jar: kids uncap it, add water, shake for about 30 seconds and reveal a squishy, food-themed 3-inch plush animal with printed and embroidered details. There are 20 to collect in Series 1, including 2 rare styles. The listing says it is for ages 5 and up, that the jar is for the reveal only, that the toy must dry fully and be stored in open air, and that it may change shape slightly over time. The 2-pack shows 4.4 stars from 306 ratings.
Price: 2-pack, $24.99 on Amazon; single, $9.99 (list price $12.99). Both sold by Amazon.com on Oct. 23.
Pros: A reveal kids can repeat with friends; the single is under $10; squishy and plush in one toy.
Cons: Blind packaging means duplicates; the 2-pack costs more than two singles right now; it has to dry fully after the water reveal.
3. Mini Brands Really Works Vinyl (ZURU)
ZURU's newest Mini Brands are tiny vinyl records that actually spin and play on a working miniature turntable. Each capsule holds 4 blind mini vinyls from artists such as Katy Perry, Kendrick Lamar, Fall Out Boy and Chappell Roan, plus a surprise accessory; there are 45 to collect, including 3 ultra-rare gold vinyls. The records play on the Really Works Vinyl Player, which is sold separately in a playset that comes with an exclusive mini vinyl of "APT." by Rosé and Bruno Mars. The capsule 2-pack shows 4.6 stars from 328 ratings.
Price: capsule 2-pack, $19.99 on Amazon; Vinyl Playset with player, $19.97. Both sold by Amazon.com on Oct. 23.
Pros: Records really play; real artists make it a music-fan gift for kids and adults; player and capsules are each about $20.
Cons: The capsules need the player (sold separately) to play anything; 45 blind vinyls plus ultra-rares can make completing the set expensive; tiny pieces are not for toddlers.
4. Tamagotchi Paradise Neon Planets (Bandai)
Tamagotchi Paradise adds a zoom dial to the classic virtual pet: kids zoom from cell to space to care for their Tama and choose among three planets, unlocking more as they go. The listing says you can grow more than 50 different Tamas across 12 species and connect with a friend's device to see how your Tamas match and play games. It needs 2 AAA batteries (not included) and is for ages 6 and up. The listing shows 4.7 stars from 1,600 ratings. Amazon's product description also mentions the Orange Tropics color, so check the photos before you buy.
Price: Tamagotchi Paradise Neon Planets on Amazon showed "Temporarily out of stock" on Oct. 23, with no price shown.
Pros: More than 50 Tamas to raise and unlock; 4.7 stars from 1,600 ratings; friends can connect devices.
Cons: Out of stock on Amazon on Oct. 23; batteries not included; needs daily care, which some kids tire of.
For the full weekly market brief: The ToyDirectory Intelligence Report
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