The Toy Book’s October 2026 Power Rankings show holiday shopping lists and seasonal products drawing the most reader attention, alongside new product announcements and a returning feature from 2023.
Three holiday hot lists landed in the top 10: Amazon’s 2026 Top 100 Toys List, Target’s Bullseye’s Top 50 Toys for the 2026 holiday season and The Toy Insider’s 2026 Holiday Gift Guide. A Faire report on toys and squishies in the advent calendar rush also made the ranking. The publication said the list reflects the most-read, clicked and shared stories at The Toy Book and The Licensing Book last month.
Most-read stories
- The LEGO Group and Sesame Workshop’s nature-themed collaboration
- Faire’s report on advent calendar demand for toys and squishies
- Mattel Brick Shop’s first Nissan building set
- The return of “Tales of Toy Fairs Past,” first published in September 2023
- McFarlane Toys’ new Lara Croft figure for “Tomb Raider”
- NYCC 2026 coverage of the toy industry
- Amazon’s 2026 Top 100 Toys List
- The Toy Insider’s 2026 Holiday Gift Guide
- Target’s Bullseye’s Top 50 Toys for the 2026 holiday season
- Catherine Wood’s appointment to lead Mattel’s global dolls business
Outside the top 10, The Toy Book’s Fall Toy & Licensing Preview Issue, featuring The Licensing Book, continued to attract attention as New York Comic Con and Brand Licensing Europe brought the industry together last month.
Most-searched products
Advent calendars led the most-searched product rankings, with Schylling’s Needoh Advent Calendar and PMI Kids World’s Fuggler Advent Calendar taking the top two spots. The rest of the list included Relatable’s A Game of Filth & Fantasy, Bonkers Toys’ Warrior Cats Story Scenes Series 1, PMI’s Fast & Furious Nos Capsule Collectibles, Keycraft Global’s Big Squij, Mattel’s Masters of the Universe Chronicles Gym Bro Skeletor action figure, Moose Toys’ Luvibubs, Headstart International’s Mermaid Magic Mermaid Doll assortment and Golden Bear Toys’ B-Ball Bounce.