October 30, 2026
Here's what's moving on Amazon's Toys & Games charts on Friday, Oct. 30, the day before Halloween: LEGO's 2026 Marvel advent calendar at No. 2 on New Releases, a 42-can Play-Doh handout pack for trick-or-treaters, two LEGO sets under $12 leading the building-toy chart, a Monster High witch doll, a silly Go Fish deck, Guess Who? with Pokémon and a $9.99 Godzilla figure days before Godzilla Day. Ranks, prices and ratings were checked on Amazon between about 10:15 and 10:35 a.m. PT.
1. LEGO Marvel Advent Calendar 2026 (76340)
No. 2 on Amazon's Toys & Games New Releases list, No. 4 on the Building Toys Best Sellers list and No. 63 on the overall toy Best Sellers list on Oct. 30. Behind its 24 doors are 317 pieces: six Marvel minifigures in holiday outfits, including Spider-Man on skis, Doctor Doom with a giant candy cane and Wolverine in an X-Men Christmas sweater, plus mini builds such as a snowball cannon and an X-Jet-themed sleigh. Rated 6+. $44.99 on Amazon (4.8 stars from 143 ratings), and the page showed more than 20,000 bought in the past month.
Pros: Six minifigures and a build every day for Marvel fans; buy now and it's ready for Dec. 1
Cons: $44.99 is high for an advent calendar; the builds are small, and most of the value is in the minifigures
Also climbing: the LEGO Disney Princess Advent Calendar 2026 (43298) is No. 15 on New Releases at $30.00, rated 5+, with Ariel, Cinderella, Moana and Mulan micro-dolls; the box turns into a game board for up to 8 players. It has only 29 ratings so far (4.4 stars), and the page warns it contains a small ball, a choking hazard for children under 3.
2. Play-Doh Bulk Handout 42-Pack
No. 7 on Amazon's overall toy Best Sellers list on Oct. 30, as families stock up on non-candy treats for Halloween. The box holds 42 one-ounce cans in assorted colors, and the listing describes the compound as non-toxic and wheat-free for ages 2 and up. $16.99 on Amazon, about 40 cents a can, with 4.9 stars from 17,701 ratings and more than 50,000 bought in the past month.
Pros: A candy-free handout for trick-or-treaters with allergies, at about 40 cents each; leftovers work as party favors or stocking stuffers
Cons: Tiny one-ounce cans dry out fast if lids are left off; wheat-free is not the same as free of every allergen, so check the label for your child
3. LEGO Creator 3 in 1 Surprising Spider (31159)
No. 1 on Amazon's Building Toys Best Sellers list on Oct. 30. The 153 pieces build a posable spider that hangs from a pull-out neon-yellow web, and they can be rebuilt into a scorpion or a snake (one model at a time). Rated 7+. $7.19 on Amazon (4.8 stars from 3,615 ratings; more than 20,000 bought in the past month).
Pros: Three builds for about $7; a spooky-season set that still works after Halloween
Cons: Only one model can be built at a time; small parts to keep from toddlers
4. LEGO City Off-Road 4x4 Mountain Truck (60447)
No. 3 on Amazon's Building Toys Best Sellers list and No. 57 on the overall toy list on Oct. 30. The 221-piece truck has a winch, a flip-up snorkel, a hood that pops up and roof boxes with tools, plus an adventurer minifigure with a camera, map, compass, binoculars and first aid kit. Rated 6+. $11.99 on Amazon (4.9 stars from 1,440 ratings).
Pros: Highest rating on this list; lots of accessories for pretend play at about $12
Cons: One vehicle and one minifigure; younger builders may need help with the winch
5. Monster High Moonspell Magic Carina Song Doll
No. 6 on Amazon's Dolls & Accessories Best Sellers list on Oct. 30. Carina Song is a "love witch" in a pink and mauve dress and witch's hat, with a potion perfume bottle, spellbook, moonlight mirror and a cauldron: pour in water and it reveals a hidden amulet necklace. Rated 4+. $18.49 on Amazon (4.7 stars from 693 ratings); the page showed only two left in stock at check time and carries a small-parts choking warning for kids under 3.
Pros: A witchy doll with a water-reveal surprise, under $20
Cons: Low stock on Amazon at check time; small accessories are easy to lose
6. Do You Have Any Farting Unicorns? (DSS Games)
No. 3 on Amazon's Games Best Sellers list on Oct. 30. It's Go Fish with silly cards: players ask for sets like Farting Unicorns, Giant Underwear, Talking Toilets and T-Rex Teachers. The deck has 52 picture cards in 13 sets of four plus a rules card, for 2 to 6 players ages 4 and up, with 5- to 15-minute rounds; the pictures mean kids who can't read yet can play. $9.97 on Amazon (4.8 stars from 187 ratings; more than 20,000 bought in the past month).
Pros: Under $10; pre-readers can play with older siblings and grandparents; fits in a stocking
Cons: Potty humor isn't for every family or classroom; it's plain Go Fish underneath, so older kids may tire of it
7. Guess Who? Pokémon Edition (Hasbro Gaming)
No. 20 on Amazon's Games Best Sellers list on Oct. 30. Players ask yes-or-no questions ("Is your Pokémon a Water type?") to find their opponent's mystery Pokémon; the first to guess five correctly wins. It has 48 Pokémon, including Pikachu and Quaxly, on two double-sided sheets, and the two fold-up cases clip together to travel. For 2 players, ages 6+. $22.49 on Amazon (4.8 stars from 182 ratings; more than 10,000 bought in the past month). The page carries a small-parts choking warning for kids under 3.
Pros: Classic Guess Who? rules any parent already knows, with characters Pokémon fans want
Cons: Only 2 players; costs a few dollars more than the classic edition
8. Bandai Namco Godziburst Plasma SpaceGodzilla
No. 19 on Amazon's Action Figures Best Sellers list on Oct. 30, ahead of Godzilla Day on Nov. 3. Godziburst figures are kaiju designs based on classic Godzilla characters, with interchangeable parts so kids can mix and match their own monsters, and a QR code that unlocks animated episodes. Rated 4+. $9.99 on Amazon (4.1 stars from 125 ratings). The page carries a small-parts choking warning for kids under 3.
Pros: A $9.99 Godzilla gift; swappable parts add building play
Cons: Lowest star rating on this list; the episodes need a phone or tablet to scan the QR code
For the full weekly market brief: The ToyDirectory Intelligence Report
Sources:
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