The Toy Book’s Top Products of 2024 is a dynamic mix of nostalgic throwbacks, innovative launches, and collectible sensations that defined play this year. The list was compiled based on reader traffic over the past 12 months.
Retro power reigned supreme with Playmates Toys’ Teenage Mutant Ninja Turtles: Classic Original Sketch Action Figures and the 40th Anniversary Voltron, while MGA Entertainment’s Bratz x Karol G Collector Doll brought bold collaborations to the forefront.
Creativity and customization were key trends, highlighted by Moose Toys’ Heroes of Goo Jit Zu Hero Creator and ZURU’s Mini Brands Create MasterChef Capsule. Kids embraced wearable fun with Sky Castle Toys’ Sticki Rolls Bracelets and imaginative doll play with Cepia’s Decora Girlz Doll Collection.
Beloved brands are also celebrated, as JAKKS Pacific charmed families with Peanuts and National Lampoon’s Christmas Vacation Advent Calendars. Meanwhile, Jazwares introduced a new favorite friend with My Friend Meekah, and Cepia’s Zhu Zhu Aquarium captivated with whimsical underwater adventures. Together, these products reflect the trends and excitement that shaped the toy aisle in 2024.
ZHU ZHU AQUARIUM
Kids can choose from six colorful, tropical fish plush, each with its own unique charm and silly, unpredictable behavior. Little ones can also opt for accessories like the fish bubble, in which fish can encase themselves, or a boat that the fish can actually drive.
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TEENAGE MUTANT NINJA TURTLES: CLASSIC ORIGINAL SKETCH ACTION FIGURES
Celebrate the 40th anniversary of the Teenage Mutant Ninja Turtles with this collection of action figures inspired by the first-ever group sketch of the Turtles by co-creator Kevin Eastman. Each figure comes perched atop a special base that helps form part of the scene.
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40TH ANNIVERSARY VOLTRON
Kids can take control of the Classic Legendary Lions from the 1984 animated series, Voltron. The Red, Green, Blue, and Yellow Lions ($19.99, each sold separately) plug into the Black Lion ($29.99) to form a 16-inch Voltron with more than 60 phrases and sound effects. A Combinable Lion 5-Pack is also available ($99.99).
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DECORA GIRLZ DOLL COLLECTION
The collection features 5- and 11-inch dolls dressed in Decora Kei-styled clothing. Kids can customize their dolls with brushes, combs, stickers, and accessories. The collection also includes the Decora Sticker Store Play Set, which offers on-the-go play and stores the 5-inch doll and its accessories.
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MINI BRANDS CREATE MASTERCHEF CAPSULE
Kids can create and collect 11 MasterChef mini dishes, including Ramen, chocolate cake, and a scented apple pie. Each capsule comes with a recipe so that kids can re-create the dish in full size.
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STICKI ROLLS WEARABLE, SHAREABLE BRACELETS
Introducing Sticki Rolls, the first-ever wearable, shareable sticker bracelets! No more need for sticker sheets: transform the fun of sticker sharing into fashionable accessories with Sticki Rolls. Each Sticki Band bracelet holds 5 rolls of stickers, each containing 10 unique, Kawaii-themed designs, making it easy to pull, twist, and stick. Two additional MYSTERY REVEAL Sticki…
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BRATZ X KAROL G COLLECTOR DOLL
Bratz is joining forces with Karol G to bring the iconic Colombian pop star to fans in doll form. The doll is wearing her 2023 Grammy’s look and comes with fun, other outfits inspired by the singer’s merch line.
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PEANUTS AND NATIONAL LAMPOON’S CHRISTMAS VACATION ADVENT CALENDARS
Open each window in these 24-day countdown calendars to discover figures and accessories inspired by National Lampoon’s Christmas Vacation (pictured) or Peanuts comics.
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MY FRIEND MEEKAH
Kids can join Meekah from Blippi on interactive adventures with this 16-inch plush doll, which makes more than 17 different sounds and says “Thanks for being my friend” when kids squeeze her tummy.
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HEROES OF GOO JIT ZU — HERO CREATOR
Pour in fillings, pump water into the body, and secure the head to create a gooey action figure that kids can stretch up to three times its original size.
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