Toy Trends July 2026: Amazon Best Sellers & TikTok

📊 Today's Hot Categories

Arts & Crafts, Party Supplies, and Games & Accessories command the top 15 slots on Amazon's Toys & Games best seller list. Building on last week's report, the toy trends July 2026 data shows classroom-driven demand anchoring the market while Pokémon trading cards surge on aggressive price cuts and TikTok nostalgia content. The consistency is striking — Crayola markers hold Best Seller #1, Play-Doh maintains 50,000 monthly sales velocity at #3, and Bicycle playing cards sit at #6 with a 4.8 rating across 834 reviews.

Arts & Crafts

Crayola owns the top two slots outright — Crayola Broad Line Markers at Best Seller #1 with 60,000 units sold per month at $8.29 (up from a $7.05 30-day average), and Crayola Colored Pencils at #2 moving 50,000 units monthly at $6.49. Both products jumped from average ranks in the teens to the top two positions, driven by back-to-school stocking cycles. Play Doh Modeling Compound 10-Pack holds Best Seller #3 with 50,000 monthly sales and a 4.7 rating across 68,756 reviews — stable pricing at $7.99 and 166 new reviews in the last 30 days signal sustained classroom demand. The Play-Doh Jewel Colors 12-Pack jumped 21 ranks in seven days (from #30 to #9) on a 14% price drop to $9.99, adding 51 reviews in 30 days with a 4.8 rating across 25,464 reviews. The Play-Doh 36-Pack surged 51 ranks in seven days (from #62 to #11) on a 29% price cut to $19.49, moving 10,000 units monthly with 57 new reviews in 30 days.

Party Supplies

Balloons occupy two top-five slots driven by wedding season and summer event demand. Bezente Navy Blue Latex Party Balloons jumped from #6 to #3 in seven days, moving 600 units monthly at $8.09 (down 6% from a $8.64 30-day average) with 225 new reviews in 30 days and a 4.6 rating across 13,876 reviews. PartyWoo White Balloons sits at Best Seller #5 moving 5,000 units monthly at $9.99 (down 35% from a $15.27 30-day average) with 193 new reviews in 30 days and a 4.5 rating across 9,297 reviews — aggressive pricing drove rank improvement despite a two-rank drop from #3 to #5 over the week.

Games & Accessories

Pokémon trading cards and classic card games dominate this category. Pokémon TCG: Mega Evolution—Pitch Black Booster Bundle jumped from an average rank of 10,007 to Best Seller #8 on a 23% price drop to $39.95, moving 20,000 units monthly with 37 new reviews in 30 days (3.4 rating across 71 reviews signals recent launch). The product improved 15 ranks in seven days (from #23 to #8) with a 65% velocity score. Bicycle Playing Cards 2 Pack holds Best Seller #6 moving 20,000 units monthly at $5.82 with a 4.8 rating across 834 reviews — review velocity dropped 5,473 in 30 days, signaling a normalization from a prior surge. Mattel Games UNO Flex Card Game sits at Best Seller #16 moving 30,000 units monthly with stable pricing and rank.

1. Crayola Broad Line Markers (12 Count)

Crayola Broad Line Markers hit Best Seller #1 in Toys & Games moving 60,000 units per month at $8.29 — an 18% jump from the $7.05 30-day average price. The product improved from an average rank of 11 to #1, adding 102 new reviews in 30 days to reach a 4.8 rating across 20,249 reviews. Third-party sellers undercut Amazon at $7.46 for the buy box. The price increase and rank surge signal classroom restocking cycles ahead of the fall semester. TikTok content around back-to-school hauls and classroom setup videos drives discovery, though specific view counts for Crayola markers weren't tracked in this data set.

2. Play Doh Modeling Compound 10-Pack

Play Doh Modeling Compound 10-Pack holds Best Seller #3 moving 50,000 units monthly at $7.99 with a 4.7 rating across 68,756 reviews. The product improved from an average rank of 8 to #3, adding 166 new reviews in 30 days. Pricing remains stable — Amazon holds the buy box at $7.99. The product has oscillated between #3 and #4 over the last seven days, signaling consistent demand without volatility. TikTok content around Play-Doh ASMR videos and "satisfying squish" compilations continues to drive cultural momentum, though specific view counts weren't captured for this SKU.

3. Pokémon TCG: Mega Evolution—Pitch Black Booster Bundle

Pokémon TCG: Mega Evolution—Pitch Black Booster Bundle jumped from an average rank of 10,007 to Best Seller #8 on a 23% price drop to $39.95, moving 20,000 units monthly with 37 new reviews in 30 days. The product improved 15 ranks in seven days (from #23 to #8) with a 65% velocity score, signaling accelerating demand. The 3.4 rating across 71 reviews indicates a recent launch with early adopter feedback still forming. The price cut appears timed to coincide with TikTok unboxing content and the broader Pokémon trading card surge — search interest remains elevated even as Wonder Man cancellation news dominates Disney-related queries.

4. Play-Doh Jewel Colors Bulk 12-Pack

Play-Doh Jewel Colors Bulk 12-Pack jumped 21 ranks in seven days (from #30 to #9) on a 14% price drop to $9.99, moving 20,000 units monthly with 51 new reviews in 30 days and a 4.8 rating across 25,464 reviews. The product improved from an average rank of 36 to #9 with a 70% velocity score, signaling accelerating demand. Amazon holds the buy box at $9.99. The "Jewel Colors" variant differentiates from the standard Play-Doh lineup, appealing to collectors and parents seeking visual novelty. TikTok content around color-mixing experiments and glitter-infused Play-Doh creations drives cultural momentum.

5. Play-Doh Modeling Compound 36-Pack

Play-Doh Modeling Compound 36-Pack surged 51 ranks in seven days (from #62 to #11) on a 29% price cut to $19.49, moving 10,000 units monthly with 57 new reviews in 30 days and a 4.8 rating across 28,681 reviews. The product improved from an average rank of 97 to #11 with an 82% velocity score, the highest acceleration in the data set. The price drop from a $27.56 30-day average to $19.49 signals aggressive inventory clearance or promotional activity. Amazon holds the buy box at $19.49. Bulk packs appeal to classrooms, daycare centers, and multi-child households seeking volume discounts.

6. Disney Store Official Buzz Lightyear Interactive Talking Action Figure

Disney Store Official Buzz Lightyear Interactive Talking Action Figure holds Best Seller #10 moving 10,000 units monthly at $39.95 with a 4.7 rating across 49,127 reviews. The product declined from an average rank of 5 to #10, adding 227 new reviews in 30 days. Third-party sellers hold the buy box at $39.95 — Amazon is out of stock. The product oscillated between #7 and #11 over the last seven days, signaling stable demand with minor volatility. Toy Story nostalgia content on TikTok continues to drive discovery, though specific view counts weren't tracked for Buzz Lightyear in this data set. The interactive talking feature and Disney licensing anchor sustained demand.

TikTok momentum centers on #toytok (general toy content), #fidgettoys (squishies and sensory items), and #unboxingtoys (product reveals and hauls). Content formats skew toward ASMR unboxing videos, nostalgia-driven product showcases, and "satisfying" visual content. View counts in the millions signal sustained cultural attention even as specific products rotate in and out of viral cycles.

Michael Jackson Doll content tagged #mjtoy and #michealjackson accumulated 2.1M views across a single viral post from @bevinbeads with 35,200 likes and 9,107 shares. 📺 2.1M TikTok views The post drove nostalgia-driven demand for collectible dolls, connecting to broader trends in vintage toy collecting and celebrity memorabilia.

Needoh Squishy content tagged #needoh and #squishy generated 1.1M views from a single ASMR haul video by @the.productvault with 84,300 likes and 8,812 shares. 📺 1.1M TikTok views The content showcased a "MASSIVE shein squishy haul," driving attention to budget-friendly sensory toys and fidget items. This connects to the 30 Pack Squishy Toys holding Best Seller #12 with 30,000 units sold monthly and 333 new reviews in 30 days.

Spider-Man Play-Doh Egg content tagged #spiderman and #nostalgic accumulated 820.8K views from a single unboxing video by @nostalgic.toy with 135,300 likes and 39,800 shares. 📺 820.8K TikTok views The nostalgia angle connects to broader Play-Doh momentum — the 10-Pack, 12-Pack, and 36-Pack all rank in the top 12 on Amazon with combined monthly sales exceeding 80,000 units.

Bitzee Aquarium content tagged #bitzeeaquarium generated 727K views from a single video by @naturally.yasmeen with 28,300 likes and 5,491 shares. 📺 727K TikTok views The "How cute is this?!" framing drove gift-seeking parents to the product, though Amazon sales data wasn't captured for this SKU.

🔍 What Consumers Are Searching For

Pokémon Trading Cards and Game Launches

Search interest for "Pokémon TCG Mega Evolution Pitch Black" and related queries remains elevated even as specific volume data wasn't captured in this data set. The Pokémon TCG: Mega Evolution—Pitch Black Booster Bundle jumping from rank 10,007 to #8 on a 23% price drop confirms sustained demand. This connects to broader Pokémon franchise momentum driven by new game releases and TikTok unboxing content.

Disney and Marvel Entertainment Properties

"marvel studios wonder man canceled" generated rising search interest with 20,000 searches — last 7 days — signaling audience attention to Disney+ content decisions. "street fighter movie" accumulated 10,000 searches — last 7 days — as breakout interest, suggesting cultural momentum around fighting game franchises. These searches don't directly drive toy sales but indicate IP attention that flows downstream to licensed products. The Disney Store Official Buzz Lightyear Interactive Talking Action Figure holding Best Seller #10 with 10,000 units sold monthly confirms sustained demand for Disney-licensed toys.

Gaming and Digital Entertainment

"epic games" generated 2,000 searches — last 7 days — as rising interest, connecting to Fortnite and broader gaming culture. "new sprites fortnite" accumulated 1,000 searches — last 7 days — signaling attention to in-game content updates. "warhammer 40k warbond helldivers" generated 5,000 searches — last 7 days — as breakout interest, suggesting crossover between tabletop and video game audiences. These searches indicate cultural attention to gaming IP that translates into demand for related collectibles and action figures.

📰 Industry News That Matters

Independent toy shops ready to fill void from Toys 'R' Us Canada closures.
Toys 'R' Us Canada filed for creditor protection and said its remaining 22 stores could also face shutdowns, creating opportunity for independent retailers to capture shoppers as the chain exits the market.

Jellycat pulls supply leaving independent shop owners confused.
Jellycat told one independent shop it would stop supplying it and said the change affected 100 UK stores, creating uncertainty for smaller retailers carrying the plush brand and signaling a shift in distribution strategy.

Canadian toy sales rose 18 percent in the first half of 2025.
Games, puzzles, and building sets drove the growth even as large chains struggled, confirming consumer demand remains strong while retail formats shift toward independent specialty and online channels.

LEGO and Pokémon will launch 12 new SMART Play sets.
The sets add interactive, screen-free play features to the Pokémon franchise, combining LEGO's building system with Pokémon IP in a partnership announced at industry events earlier this year.

Hasbro and Animaj's LUMEE expanded its portfolio through a Disney agreement.
The agreement tied to family-focused advertising inventory across select Disney YouTube channels, signaling Hasbro's push into digital-first marketing channels alongside traditional retail distribution.

📉 Cooling Off

Bezente Assorted Rainbow Latex Balloons fell off the best seller list from #5 at $6.29. The product held a 4.6 rating across 13,830 reviews before dropping off entirely.

Disney Store Official Sheriff Woody Talking Action Figure fell off the best seller list from #7 at $39.88. The product held a 4.7 rating across 49,089 reviews before dropping off entirely.

50+ Official Pokemon Cards Collection fell off the best seller list from #10 at $7.25. The product held a 4.2 rating across 12,620 reviews before dropping off entirely.

USAOPOLY Flip 7 fell off the best seller list from #12 at $7.97. The product held a 4.9 rating across 4,702 reviews before dropping off entirely.

Mattel Games UNO Card Game fell off the best seller list from #14 at $11.43. The product held a 4.8 rating across 60,617 reviews before dropping off entirely.

The toy figures and card games categories are seeing a pullback after sustained post-holiday demand. Licensed action figures from Disney and Pokémon trading card bundles dominated the top 15 through early summer but are now cycling out as classroom-driven arts and crafts products surge ahead of the fall semester. The shift reflects seasonal normalization — families prioritize school supplies and creative play materials over collectible toys and entertainment-driven impulse purchases. Party supplies remain elevated due to wedding season and summer events, but rainbow balloon assortments gave way to more specific color-coordinated options (navy blue, white) as event planning becomes more curated.

This report is powered by The Toy Matchmaker™ and built using Amazon, Google, and TikTok trend data combined with industry analysis. Some links in this report may be affiliate links — if you make a purchase, we may earn a small commission at no extra cost to you. Data is for informational purposes only — always verify with your distributors before placing orders.

Whether you’re creating toys or stocking shelves, The Toy Matchmaker™ helps you find your perfect match.

See How It Works