Amazon Australia has today revealed its highly anticipated Top 100 Holiday Toy List and the hottest toy trends for the holiday season, with the help of its newest official toy-testers, the Amazon Playmakers and returning Amazon Playmaker Ambassador; Australian singer-songwriter and actor, Johnny Ruffo.

“I’m so happy to be a toy tester for Amazon because I love toys and I’m great at playing with them. My favourite toy is the Monster Jam Truck and racing my Hot Wheels as I love Formula One.”
Logan, QLD

Amazon Australia and Starlight have enlisted the help of seven children to become this year’s Amazon Playmakers, as part of the annual initiative now in its fifth year. The Playmakers are children linked to Starlight’s programs, who have been sent a selection of the top 100 toys to test and review to help Australians with their holiday gift buying ahead of the Black Friday sales, which will feature deals on a huge range of toys and more.

Anabela, NSW
Zach, NSW
Henry, VIC
Tyson, NSW
Abigail, SA
Logan, QLD
Jonathan, NSW

Get the scoop on the latest and greatest trends for the toys of 2023. This year’s six trends include:

  1. Take Me With You: Summertime equals family holidays, road trips, camping and hitting the beach. These compact and durable toys are designed to keep the fun going wherever you wander. From Tamagochis and Pokémons, take the toys designed to take anywhere.
  2. Music Maestros: Music is always the answer, let your kid put on their best musical performance these holidays with the help of Stoie’s International Wooden Music Set, Baby Einstein Toddler Jams Musical Toy and the Remoking Piano Keyboard
  3. Toys That Stand The Test Of Time: More than ever, Aussies are looking for value for money and that means purchasing toys that last. From classics like Jenga and Slamwich Card Game, to newbies like Crayola Scribble Scrubbie, these timeless toys not only provide endless hours of entertainment but can be re-gifted, donated and enjoyed by generations to come.
  4. From the Big Screen To The Toy Box: Following nationwide Barbiemania in cinemas, the Barbie Rewind 80s edition Career Girl Doll, and of course ‘Just Ken’ are making a triumphant return to the limelight. Rediscover the magic of cherished classics with silver screen heroes like the Wizarding World Harry Potter Interactive Dobby, Batman Mega Mech Playset, these enduring classics will captivate the hearts of both young and young-at-heart.
  5. Made For ToyTok: #ToyTok is a trending hashtag on TikTok with more than 2.8 billion views from people who want to discover the latest and greatest in the world of toys. From innovative gadgets to interactive games, so-hot-right-now toys such as Magic Mixies Pixlings, LEGO and more,
  6. Keeping Cool: El Niño has been announced and Aussies are in for a hot summer. Toys including the Super Soaker Minecraft Axolotl, Wahu Bluey Mega Swim Ring and the Spin Master Soggy Doggy are here to turn up the fun factor and keep Aussie kids cool this summer.
“My top favourite toys are The Barbie Dreamhouse because I loved the movie and also the Furby because it’s kind of creepy and so fun. Thank you so much Amazon for choosing me as a Playmaker”.
Anabela, NSW

The full Amazon Australia Top 100 Toy List and 2023 Trends can be viewed at

To spread the holiday cheer, this November the Playmakers will band together with Johnny Ruffo and a soon-to-be revealed Aussie singer-songwriter to star in a music video, recording a cover of a Christmas classic to help spread cheer and raise additional funds for Starlight Children’s Foundation.

*Products subject to availability and subject to change.