Amazon Top 100 Toy Trends no mere plaything

The marketplace monolith has particularly tapped the expertise of its experienced Amazon Playmakers to help it celebrate the lists release ahead of Black Friday sales in November, with the Playmakers team made up of ten children who are current beneficiaries of the Starlight Children’s Foundation’s programs or services.

“The Playmakers have done a stellar job of arguably the best job in the country – testing and reviewing the top 100 holiday toys to help Aussies choose the best gifts for the little ones in their lives,” says Ian Bradley, Head of Toys for Amazon Australia.

The list’s release has also seen Amazon announce its plans to release an ambitious and imaginative film to celebrate the Playmakers and their favourite toys ahead of Holiday season, with the stop-motion movie set to feature several of the toys included in this year’s Top 100 list and the film’s narrative entirely inspired by the vivid imaginations of each of the Playmakers. 

The Amazon Playmakers will be joined in the film by former children’s television star Charli Robinson and entertainer Johnny Ruffo, with Amazon announcing that the exciting project is set to premiere sometime in mid-November.

“I leapt at the chance to be part of this year’s Amazon Playmakers campaign as it brought me right back to my days at Hi-5,” says Robinson, “As a mum and kids’ entertainer I was blown away by the Playmakers’ creativity as movie makers, and loved acting as the voice of the naughty character! I can’t wait for everyone to see the stop motion film they helped create and hope it brings a smile to Aussie kids these holidays.”

Amazon Australia has further announced that for every toy from the film purchased during the retailer’s Black Friday sales this November, $1 will be contributed to the Starlight Children’s Foundation ahead of this year’s Christmas celebrations, as Amazon looks to play Santa to seriously ill children this year.

Also announced alongside its Top 100 Toys List, Amazon has declared the Toy Trends to watch this year, identifying as 2022’s top trends in playland:

• 90s to Noughties Nostalgia: “From the reboots of early 90s and 2000s TV series, to throwback accessories including the bejeweling come-back. Bringing back nostalgic pastimes has become a big post-pandemic mood, from Pokemon and an epic Barbie Dream House in a classic 2000’s pastel pink colour, to Home Alone LEGO – this toy trend is one that Millennial parents are sure to get involved with,” says Amazon Australia.
• Toys on a Budget: “Australians are looking for value more than ever this year, with savvy shoppers on the hunt for budget friendly options. From Taco Cat Goat Cheese Pizza and Cocomelon Roto Plush Snacktime JJ Doll, to Eraser Maker, these are games which can be enjoyed by all for under $50*.”
• Rainy Day Fun: “After a year of unpredictable weather, and another wet summer expected ahead for much of the country, kids have learnt to adapt by moving outdoor play inside with the help of trusty favourites including Nerf, John Deere Dump Truck and Little Live pets,” Amazon continues.
• When I Grow Up: “Toys are often a child’s first foray into a passion, hobby, or activity that stays with them as they grow into adults. Parents are recognising this and looking for toys that encourage children to discover their talents and passions through the world of make believe and role play. With a DJ Beat Boxer toy, Emma’s Art School and a Horse Show Trailer, kids can be whoever they want to be and experience the most exciting of adventures.”
• To the MetaVerse and Beyond: “With the meteoric rise of games such as Roblox and Minecraft, coupled with a fascination in alternate and virtual universes, families will no doubt be adding tech, gaming and space-based toys to their child’s wish lists this year,” suggests Amazon, “From KidiWatch and MineCraft games to LEGO Star Wars building sets and the Space Academy Game, watch your kids take off into orbit as they go forth to discover the next universe.”
• Curious Kids: “With play-based learning tools becoming an increasing favourite amongst parents and teachers, a rising number of new toys are being developed to support children’s development. From a talking microscope featuring Bindi Irwin to a coding starter kit compatible with an iPad, these games are bound to keep the kids busy and wanting to learn more for hours.”

The full list of Amazon Australia’s Top 100 Holiday Toys can be found here.

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