Shopping Top Toys for 2022

It’s a worry that’s been instilled in parents since the Cabbage Patch riots in 1983: What if your child asks for a toy and you can’t find it? The fear is so pervasive that a movie was made about it in 1986 – “Jingle All the Way.” That was the same year that Tickle Me Elmo premiered and whose scarcity also prompted shopping frenzies, revealing a dark side to the season of joy. 

As we’ve been reporting since September, a huge part of the holidays is toys. Being aware of what’s hot in the toy aisle is vital this time of year for parents who want to snag the things their kids want before they’re gone. While we haven’t seen many toy riots since the parental battles and price mark-ups for Furbies in 1998, supply chain issues may feed parents’ nagging concern that it could happen again. 

Consulting Santa’s Helpers 

Where to shop? What to buy? Fortunately, brand licensors, licensees and retailers began circulating lists of must-have toys early this year, giving Santa (i.e., parents and loved ones) plenty of time to plan and procure. 

Walmart was first out of the gate with its 2022 Top Toy List, which License Global featured last month. 

LG also reported when, just a few weeks later, across the pond, U.K. toy retailer, Argos, announced its list of the top toys for 2022, including numerous budget-friendly options.   

Amazon U.K.’s list of Top Ten Toys for Christmas 2022, featuring predictions by Amazon experts, captures the latest in toy trends including pretend play, top franchises like Star Wars and tech-led educational toys.  

As early as July, License Global reported Macy’s was expanding its partnership with WHP Global to bring the Toys ‘R’ Us brand to every Macy’s store in the U.S. this holiday season. Macy’s subsequently released Geoffrey’s 2022 Hot Toy List, featuring favorite brands like Barbie, Fisher-Price, LEGO, Disney, Pokémon, Hot Wheels and more.  

“We are excited to bring you Geoffrey’s Hot Toy List for the 2022 holiday season,” says Adeline Trento, resident toy expert, Macy’s. “This year, families and kids of all ages will have the Toys ‘R’ Us experience in our stores to explore and discover all of these fun toys. We have the coolest and most-beloved toys of the holiday season, sure to bring joy and excitement to every kid.” 

Geoffrey’s Top 10 Toys List: 

In September, License Global covered Target’s holiday toys news when it announced a multiyear exclusive agreement making FAO Schwarz toys available only at Target stores, Target.com and FAO store locations. Target also has its own list of the 50 Top Toys of 2022, presented by FAO Schwarz; its 10th annual Top Toys list includes brands like Disney, LOL Surprise! and Mattel, as well as popular characters from properties like “PAW Patrol” and Marvel’s “Black Panther: Wakanda Forever.” 

“One of the reasons families love shopping at Target is because of our incredible assortment of toys, and that selection is only getting better with our new exclusive agreement with the beloved FAO Schwarz brand,” says Jill Sando, executive vice president and chief merchandising officer, Target. “From hot new items to time-tested favorites, we’ve curated our annual list of Bullseye’s Top Toys to create an easy, fun and affordable way for guests to find just the right gift for every toy lover on their list. Simply put, there’s only one place parents and gift givers need to shop for toys this holiday season – and that’s Target.” 

Shoppers will Look for Bargains 

One thing everyone’s toy list seems to be keeping top of mind is budgets. As License Global reported last week, consumers are worried about rising holiday prices due to inflation, with Blue Dot reporting 91% of consumers are expecting higher prices due to inflation. 

Despite that, the NRF reports that 62% of holiday shoppers agree it is important to spend on holiday gifts and celebrations, and that they will do what they need to, even cutting back in other areas, so their loved ones get to celebrate like they always have. 

While a “money is no object” sentiment can come into play when it comes to preserving tradition, the fact is the current economy is sparking a new frugality for many of us. So, it’s no surprise that many of the toy lists that have appeared thus far have focused, at least in some part, on affordable offerings. Prices on Amazon’s 2022 Toys We Love list start at less than $10, and the list includes more than 100 new products and kid favorites under $50 from brands including Crayola, Disney, Fisher-Price, LEGO and National Geographic. Amazon UK’s list also included toys under £20 for budget-minded parents. Crayola also released a list of its top toys for the season, featuring a variety of STEAM, arts and crafts and even glow-in-the-dark selections. Its list includes an assortment of “new toys and fan-favorites all under $25 to help families save and make delighting everyone on their gift-giving list easier this holiday season.” Adobe analytics expects retailers across the board to offer double-digit seasonal discounts within the range of 10% to 32%, with toys seeing a 22% price cut.