Playing with toys is the undisputed crowd pleaser, but toy shopping can be quite an overwhelming experience, especially considering the vast number of options available. Walk into a major toy chain like Toys”R”Us, and you’re immediately bombarded with an awe-inspiring assortment of toy categories, product lines and varieties – the stuff of every kid’s dreams, but the nightmares of parents and those wanting to make the young happy this festive season. No doubt your first instinct will be to make a beeline for the latest trending release from well-known brands, but here comes the snag, especially if you are buying presents for relatives or friends – what if they already own that prized toy you’re eyeing?
The next time you head to Toys”R”Us for something to fill your wrapping paper, why not check out something new instead? There’s an exciting wave of new toymakers and brands that await you, each putting their own spin on classic toy lines like building blocks, remote-controlled cars, action figures, and so much more. Want to pick up some Transformers figurines? There are now several options, clearly showing that there’s so much More Than Meets The Eye,
That’s not to say that the current stalwarts are boring, but there’s a whole new world to discover, and with Toys”R”Us offering the widest variety of toy brands, there’s truly no better place for all your toy hunting needs.
To help narrow down your search, here are some rising toy brands, or even classic brands branching out to new ways to play, to check out during your next visit to Toys”R”Us.
A Wheely Good Time
For the young automobile enthusiast, there’s nothing better than racing a miniature car around the living room, or in their eyes, a fantastical imaginary race track. Sure, there are toy car replicas of different sizes, but these all run on the power of your finger. On the other hand, brands like China’s Rastar offer a wide range of R/C, aka remote control, vehicles officially licensed by big-name car brands like McLaren, Ferrari and BMW at affordable prices from S$34.49. Naturally, if palm-sized vehicles that look like the real thing don’t satisfy your need for speed, there’s Toys”R”Us’ very own private label, Playpop, that takes the concept even further with its new R/C line-up that features tanks, boats, and helicopters.
For the growing gearhead who wants to get a bit more involved in their play sessions, there’s also a wide range of building block cars to choose from, with brands like Hot Wheels and Rastar going beyond small collectible vehicles, and letting you construct iconic vehicles like the Formula One Oracle Red Bull Racing RB19 or Maserati MC20 from scratch, all for under S$50. There’s even something for older kids or adult collectors too, such as Bburago’s die-cast 1:24 racing collectable line-up, recreating legendary F1 vehicles with stunning accuracy.
Virtual Gaming Comes to Life
Let’s face it, the younger generation is in the era of digital entertainment, so it can be difficult to pry their eyes away from the screen while they are fully engrossed in their virtual gaming world, like Roblox or Minecraft. So you can’t beat them, why not join them with some unique toys that bridge the gap between the gaming and real worlds, such as the Blox Fruits or Fisch toy lines, which bring the characters from the hit Roblox mini-games to life, encouraging physical family play time while still being something fun to interact with in-game, with some sets including unique downloadable content (DLC) to redeem within the game.
Minecraft fans can bring their creativity into the real world with a huge selection of video game-based toys and collectables, ranging from building block sets to action figures like the Minecraft Movie Wild Boss figure based on the 2025 film’s hilarious Piglin foe, and foam weapons, bringing the wonderful realm of the Overworld right into your living room.
Blind(ly) Unboxing Fun And Excitement
You can’t deny the gacha craze that has taken the world by storm, and Toys”R”Us offers a wide range of blind boxes sure to feed your child’s curiosity. From Cosbi’s Marvel heroes range like the Deadpool and Wolverine bobble-head collection, and adorable Disney icons from Frozen and Inside Out 2. Want to relive the early 2000s nostalgia? Furbies are back in force, from Furblet keychains, interactive voice-activated toy friends kids can care for like a pet, and a wide assortment of mini Furby blind boxes, there’s a cute little critter for everyone.
That’s not all, either, as there’s a blind box for everyone. Fans of Sanrio characters like My Melody, Cinnamoroll and Hello Kitty will find no shortage of gacha toys from brands like Top Toy, Bandai and Playpop, and even young anime enthusiasts can try their luck to pull their favourite characters from hit shows like Dandadan or Jujutsu Kaisen, from badges to figurines and plushies. With so many choices on offer, these blind boxes don’t just allow you and your child to enjoy the thrill of unboxing together, but also encourage interaction and trading with their friends, all without a huge investment.
Miniature Madness
For kids obsessed with the latest cutesy crazes, Toys”R”Us provides no shortage of adorable accessories to collect, such as Playpop’s animal plushies and confectionery-themed keychains, and Re-ment’s line-up of popular characters like Pokémon and Peanuts. The Japanese toy brand also offers highly detailed miniatures, from mini food items to full-fledged furniture and appliances to decorate your play area, which can accompany your Barbie dolls, or be the props for your Marvel and DC Comics action figures.
We know, it sounds astonishing, but even Captain America needs a slice of pie, while Barbie and friends can have a tea party, with appropriately sized food items in the dollhouse. And if you want actual miniature items from Magnum, Skippy, Mentos or Velveeta, hit up Mini Brands, which offers adorably shrunken versions of everyday items like boxed food items like cereal, pizza, fried chicken, dessert, even condiments, as well as floral arrangements and even readable miniature novels. These fun little knick-knacks are the true definition of cuteness overload!
Slime Time, Fun Time
There’s something so satisfying about squishing goo between your fingertips, so why not let your kids experience the joy of slime? Once all the rage back in the early 2000s, slime toys are slowly making a resurgence today, with brands like Gui Gui and Elmer’s providing all manner of colourful and interactive goo to stimulate your child’s visual, tactile and creative development like the Gui Gui Duo Deluxe pack, which lets kids decorate their slime with crystal pearls, mini bears and other bling.
If slime isn’t to your child’s liking, there are also other alternatives to provide that same squishy sensory stimulation in a more adorable form factor, such as Playpop’s Squish range, playfully squeezable figures designed after Sanrio characters like Hello Kitty and Cinnamoroll dressed up in adorable Dino costumes.
A Fresh Take On Toys You Grew Up With
You can’t go wrong with action figures, and while the space has been largely dominated by certain brands in the past, a new wave is steadily taking over, reimagining classic toylines such as Transformers and heroes from the Marvel Cinematic Universe, with their own unique take, all at an enticing price point.
Take Blokees and Yolopark, for example, which have made a name for themselves over the years for providing high-quality buildable figures at competitive prices, and something very different from what’s come before. Both brands offer toys from the popular Transformers franchise, but with their own unique touch. Blokees has a wide selection of figures, from the usual bling box selections, to larger action figures such as the highly posable Transformers One Optimus Prime or G1 Megatron Action Edition Transformers model kits. There is the YoloPark’s AMK Series of highly posable non-transforming action figures featuring classic designs like Generation One Bumblebee or Starscream.
The catch is that, unlike the Transformers toys you grew up with, these toys don’t actually transform. But these figurines are extremely posable, providing players a higher level of playability that their more traditional counterparts are capable of delivering.
ZD Toys, on the other hand, brings action figures to life with its two key lines – the Marvel Comics collection that features superheroes from the comics and the movies. Truth be told, there are many heroic figures to pick up, but if you want a recommendation, check out some of Tony Stark’s most iconic suits, like the Iron Man MK50 from Avengers: Infinity Wars or the massive Mark 44 Hulk Buster. Some of these figures even include lighting features for that extra playability, while its Ultraman line lets kids and collectors alike recreate some of the battles of Earth’s greatest hero, featuring light-up 1/10 scale figures of Ultramen across history like Ultraman Z Alpha Edge, Trigger, and MAX. These action figures feature intricate, movie-and-show-accurate detail, all without breaking the bank.
And this is just the tip of the toy-hunting iceberg, as there’s so much more fun to be had in store, so check out the full Toys”R”Us Holiday catalogue for all the latest deals! With so many up-and-coming toy brands on offer, and putting new spins and even enhancing popular franchises, there’s no better time to try something new, so head on down to Toys”R”Us for all your gift-shopping needs today!
What’s more, Geek Culture is proud to partner with Toys”R”Us for a special giveaway, giving four lucky fans a chance to snag one of the following:
- ZD Toys Iron Man Mark 44 Hulk Buster (2 sets for grabs)
- ZD Toys Iron Man Mark 38 (2 sets for grabs)
ENTER NOW TO WIN
For a chance to win a ZD Toys Iron Man action figure (out of 4 sets), simply complete these steps:
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The giveaway is open to all residents of Singapore. The giveaway closes on 24 December 2025 @23:59hrs (GMT+8). 4 lucky winners with the correct answers will be picked at random and contacted via email by 26 December 2025. Good luck!
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Kevin is a reformed PC Master Race gamer with a penchant for franchise “duds” like Darksiders III and Dead Space 3. He has made it his life-long mission to play every single major game release – lest his wallet dies trying.
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