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In partnership with Starlight Children’s Foundation, Amazon Australia has released its annual Top 100 Holiday Toy List, with the help of seven Starlight kids turned toy-testers, the Amazon Playmakers 

Amazon unveils the latest toy trends for the holidays including ' ‘Music Maestros’ ‘From the Big Screen to The Toy Box’ and ‘Made for ToyTok’, to help Aussies with their holiday gift buying

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.

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.

Amazon Australia has also given the scoop on the latest and greatest trends for the toys of 2023 to help parents and carers ensure perfect gifts are under Christmas trees across the country. This year’s six trends include: 1) Take Me With You, toys made for passing travel time on holidays, such as Tamagochis and Pokémon; 2) Music Maestros, with instruments and toys that bring out musical talents, to make living room performances truly spectacular; 3) Toys That Stand The Test Of Time - ideal for those on a budget and looking for value as these toys will last, such as Rubik's Cubes; 4) From The Big Screen To The Toy Box, with the likes of Harry Potter and Barbie; 5) Made For ToyTok, tapping into trending toys such as Magic Mixies Pixlings; and 6) Keeping Cool with toys such as the Super Soaker Minecraft Axolotl - ideal for the upcoming hot summer.

Matt Benham, General Manager at Amazon Australia said, “We release the Amazon Australia Top 100 Holiday Toy List to help make holiday shopping easier for Aussies. We are so thankful to our official toy testers, the Playmakers, for their invaluable reviews. They do the job much better than we ever could!  We’re so proud to once again support and deliver smiles to the Playmakers and Starlight Children’s Foundation this year.”

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. 

Matt Geraghty, National Partnerships Manager, Starlight Children’s Foundation said, “We’re so excited to be involved again with Amazon Australia, testing their top 100 toys and starring in a very special Christmas music video. Starlight exists to brighten the lives of sick kids, so we love seeing the positive impact Amazon Playmakers has and the joy it brings to children as they uncover the country's best toys this festive season.”

Aussie entertainer and Amazon Playmaker Ambassador Johnny Ruffo said, “I’m excited to return to my role as Amazon Playmaker Ambassador and help spread smiles to a new group of Amazon Playmakers, in partnership with the Starlight Children’s Foundation. This initiative is something that will always be close to my heart, it’s both heart-warming and rewarding to see our Playmakers share their views on the top toys of the year and most importantly laugh, especially with everything they are going through.”

Playmaker, Henry, 7, from VIC, was asked about his opportunity to be an Amazon Playmaker, “I’m excited because the toys are so fun. I get to test the toys, make sure they work and that they’re good for other kids. My favourite toy is the waterslide, I can’t wait to use it in the warmer weather.” 

The 2023 top toy trends on 

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 Pokemons, take the toys designed to take anywhere. 

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.

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 regifted, donated and enjoyed by generations to come.

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.  

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.

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,

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

*Products subject to availability and subject to change.

About Amazon Australia

Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Fire tablets, Fire TV, Amazon Echo, and Alexa are some of the products and services pioneered by Amazon. For more information, visit and follow @AmazonNews.

About Starlight Children’s Foundation

Starlight Children's Foundation brightens the lives of seriously ill and hospitalised children and young people by replacing pain, fear and stress with fun, joy and laughter. Since its establishment in 1988, Starlight has expanded to become the broadest reaching children’s charity in Australia and was awarded the number one most reputable children’s charity in Reptrak’s 2022 Charity Reputation Index. There is a Starlight Express Room in every children’s hospital across Australia and over 140 Captain Starlight's nationwide, who made 186 trips to remote communities in 2022. Starlight created over 1,303, 775 positive Starlight experiences for children, teenagers and their families in 2022. Last year, Starlight granted 507 wishes and this year, Starlight will grant its 13,000th Starlight Wish.   

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