October 29, 2026
Here's what's climbing Amazon's Toys & Games charts on Thursday, Oct. 29: a color-changing NeeDoh four-pack at No. 1 on the Best Sellers list, a LEGO Day of the Dead altar at No. 1 on New Releases days before Día de los Muertos, LEGO holiday builds, two LEGO Minecraft sets, a new LEGO Pokémon set, a glittery squishy that ships Saturday and a Pokémon card bundle that has sold out on Amazon. Ranks, prices and ratings were checked on Amazon the morning of Oct. 29.
1. NeeDoh Teenie Color Change 4-Pack (Schylling)
No. 1 on Amazon's Toys & Games Best Sellers list on Oct. 29. The pack holds four color-changing "teenie" NeeDohs, each 1.5 inches across, for ages 3 and up. It was $10.60 on Amazon (4.4 stars from 420 ratings), and the listing capped orders at two per customer at check time. The page carries a small-parts choking warning for kids under 3 and a do-not-heat-or-microwave burn warning.
Pros: About $2.65 per squishy; small enough for a stocking or a backpack
Cons: Teenie size means they're easy to lose; small parts make them a poor fit for homes with kids under 3; two-per-order limit
2. LEGO Altar of the Dead 40811
No. 1 on Amazon's Toys & Games New Releases list and No. 58 on Best Sellers on Oct. 29, ahead of Día de los Muertos on Nov. 1 and 2. The 231-piece set has a flower-decorated skull on one side and an altar with a flower arch and food accessories on the other, about 3.5 inches high. It's rated 9+ and was $14.99 (4.9 stars, 289 ratings), with the page showing only five left in stock.
Pros: Low price for a display build; doubles as Day of the Dead decor
Cons: Small (about 3.5 inches tall); low stock on Amazon at check time
3. LEGO Snowman Ornaments 40812
No. 6 on New Releases. Kids build two snowmen, one in a top hat with a candy cane and gift, one in glasses and a beanie with a lantern, then hang them on the tree. The set has 168 pieces, the taller snowman stands about 4 inches high, and it's rated 6+. $10.28 on Amazon (4.9 stars, 98 ratings).
Pros: A build-it-together holiday activity for about $10; younger age grade than most LEGO seasonal sets
Cons: Only two ornaments in the box; small pieces near the tree need watching if there are toddlers in the house
4. LEGO Minecraft Zombie Dungeon 21587 and The Skeleton 21594
Two LEGO Minecraft sets for gamers. The Zombie Dungeon (284 pieces, 8+, $23.99, 4.9 stars from 629 ratings) is set in the desert biome, with a rotating zombie-spawning chamber, a rockfall trap, three zombies, a slime and a Wastelands Wanderer minifigure. The Skeleton (502 pieces, 10+, $31.99, 4.9 stars from 72 ratings) is an 11.5-inch posable display figure with a removable diamond helmet and a brick-built bow and arrow. A QR code in the instructions unlocks a diamond skull cap in the Minecraft video game.
Pros: Zombie Dungeon has five figures and play features at under $25; The Skeleton is a big display piece for a teen's shelf
Cons: The Skeleton is mostly for display, not play, and goes slightly over $30; the in-game item needs the Minecraft game
5. LEGO Pokémon SMART Play: Charmander and Geodude's Cavern Clash 72157
No. 24 on New Releases. The 198-piece set (6+) has buildable Charmander and Geodude figures, a cave with a rock-breaking hunt for a hidden crystal, and a disc shooter. Each figure carries a SMART Tag that can trigger sounds and lights, but only with a LEGO SMART Brick, which isn't included and, per the listing, isn't sold on its own; it comes in LEGO's All-in-One sets. $19.99 on Amazon (4.6 stars, 95 ratings).
Pros: Pokémon and LEGO in one $19.99 box; works as a regular building set without the brick
Cons: The sounds and lights need a SMART Brick from a separate, pricier All-in-One set
6. Squeeze Please Gems 3-Pack Collector Display Case (PlayMonster)
No. 22 on New Releases, and Amazon lists it for release on Saturday, Oct. 31. The Amazon-exclusive pack holds three glitter-filled jelly gem squishies (Amethyst Drop, Brilliant Emerald and Classic Ruby) in a five-slot display case, leaving room for two more gems sold separately. Rated 3+, with a do-not-heat-or-microwave warning on the page; $29.99 to pre-order.
Pros: A display case for kids who collect squishies; jelly-style texture similar to the gel squishies selling now
Cons: $29.99 for three squishies is steep; two of the case's five slots need extra purchases
7. Pokémon TCG: 30th Celebration Booster Bundle
No. 9 on New Releases, but listed as currently unavailable on Amazon on Oct. 29, a sign it's selling through. The Pokémon Company launched the bundle on Oct. 2; it holds six booster packs from the 30th Celebration expansion, which features Mewtwo ex and Mew ex, and every pack contains one of 30 different Pikachu rare cards. The Pokémon Company says the bundles are available where Pokémon cards are sold.
Pros: Six packs and a guaranteed Pikachu rare in every pack; a 30th-anniversary set collectors want
Cons: Out of stock on Amazon at check time; random packs mean no guarantee of a specific card
Also on the radar: the LEGO Festive Gingerbread House 40809 (No. 10 on New Releases, 498 pieces, 10+, $39.92, 4.8 stars from 59 ratings) includes a Santa minifigure and opens to show Santa's desk, fireplace and bedroom.
Pros: A Christmas build that stays out as decor year after year; Santa minifigure included
Cons: Near $40 and rated 10+, so it's for older kids or a family build
For the full weekly market brief: The ToyDirectory Intelligence Report
Sources:
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