Walmart (WMT) stock failed to grasp the holiday spirit today despite the U.S. retail giant unveiling its 2025 Top Toys List. Its shares were down 0.16% in early trading.
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Smart Magic
The list features 50 of the hottest toys of the year which Walmart claims combines “holiday magic and shopping smarts.” That’s a recognition of the pressure consumers and particularly parents will be facing this Christmas given uncertainty over the economy and rising prices.
Walmart said there will also be 500 planned rollbacks, supermarket-speak for reducing the price of a product for a period to attract customers, across its toy range over the holiday period.
Walmart alongside other value retailers has been identified by analysts as being in a strong position over the holiday months because of the focus on price. That could mean a holiday boost to sales – see below:
“We know our customers are looking for quality gifts at a value this holiday season. Our team of toy experts have worked hard to ensure we are offering customers the best assortment of toys — the most sought-after and exciting items — with the Every Day Low Prices and convenient shopping options they can trust Walmart to provide,” said Brittany Smith, vice president of Toys, Walmart U.S.
Top Toys
Anyway, enough of the corporate chat. What are the toy products and trends parents, uncles, aunties and grandparents need to be aware of to avoid any seasonal tantrums this year?
Under $25 gifts include ‘Cows In Space,’ which is a strategy family game complete with UFO headbands and magnetic cows, and Slime Life Bowl of Fruity Cereal Slime Kit. For under $15, shoppers can buy Connect 4 Frenzy, which is a bouncy version of the classic game. More expensive gifts include a Dorothy Doll and Toto the dog from the Wizard of Oz.
Indeed, in terms of trends, Walmart said 37% of toys sold in the U.S. feature beloved characters from movies, shows and games. Just over 60% of millennial parents say social, emotional and mental health benefits are a top consideration when toy shopping.
According to a recent report from Circana, following flat sales in 2024, the first half of 2025 saw unit sales grow by 3%. Average selling prices were also up 3%.
It said supercategory growth areas included youth electronics, action figures, building sets, arts and crafts, and vehicles.
Is WMT a Good Stock to Buy Now?
On TipRanks, WMT has a Strong Buy consensus based on 29 Buy ratings. Its highest price target is $127. WMT stock’s consensus price target is $114.07, implying a 10.12% upside.
