With these toys, it’s all about the big reveal. Toy Insider’s Chief Toy Officer Laurie Schacht stopped by NBC in Dallas to show off some great new toys that have a surprise inside. For more on the items featured in this segment, check out the product notes below, and for the complete rundown of the best toys of the holiday season, be sure to check our complete Toy Insider Holiday Gift Guide.


BOXY GIRLS (JAY@PLAY)

  • Boxy Girls love shopping online for anything fashion – shoes, clothes, bags, makeup, jewelry and more! They can’t wait to receive their online orders in packages shipped right to the door!  Unbox the packages with Boxy Girls to discover tons of fashion surprises.
  • Each Boxy Girl comes with four packages to unbox. Unbox shoes, bags, makeup, and more!  
  • Plus, get more package to unbox with the Boxy Girls Fashion Pack.  The fashion pack features six packages of fashion surprises to unbox. Each package looks just like a real shipping box, it even includes a shipping label.  
  • Experience the excitement as kids tear open the shipping tape to open the package, inside you’ll find your fashion surprises wrapped delicately in tissue paper and packing material.  Plus, you’ll find stickers and thank you notes inside.
  • Boxy Girls are 8 inches tall and feature five points of articulation.  
  • Age: 6+
  • MSRP: Doll Set $14.99, Fashion Pack $9.99
  • Available: Walmart exclusive

SCRUFF-A-LUVS (MOOSE TOYS)

  • Each Scruff‐a‐Luv comes as a matted ball of colored fur with only its eyes showing, so it’s a mystery what animal kids are rescuing! The adorable animal is revealed by washing the matted ball in water, towel drying the animal, blast drying it with a hair dryer, and brushing and styling its fur.
  • Each Scruff‐a‐Luv comes with a collar, name tag, adoption certificate, brush and hair clips.
  • Scruff‐a‐luvs can be washed over and over again. This special kind of plush allows kids to play with it in the bath, role play with it, and care for it like a real pet – the possibilities are endless!
  • Age: 4+
  • MSRP: $19.99
  • Canada: CAD $29.99 at KID Toy, Canadian Tire, Red Apple (Sept 13), Winners (Oct 1)
  • Available: Amazon, Target

CUPCAKE SURPRISE CLASSIC TALES (SUNNY DAYS ENTERTAINMENT)

  • With a little sweet magic and infinite imagination, decadent desserts transform into princesses with every Cupcake Surprise!
  • Every princess doll will be the belle of the ball and all the bakeries of the land in her sparkly gown and decorative bonnet, or indulge in a sugary treat and serve these charming cupcakes fresh from the oven.
  • Expect endless playtime and never-ending wonderment in each Cupcake Surprise – discover deliciously scented fragrances with every doll!
  • Whether in the bakery, kitchen, or castle, the sweet-smelling 2-in-1 toy will surely inspire imaginative play.
  • Each doll comes with her own styling hairbrush.
  • Packaged in new and different styles with six available scents: strawberry, vanilla, grape, chocolate, lemon, and peanut butter.
  • Ages: 3+
  • MSRP: $9.99 each
  • Available: Amazon, specialty stores  

SMOOSHY MUSHY BABIES (REDWOODVENTURES)

  • Special Delivery: It’s Smooshy Mushy Babies!
  • A magic baby bottle holds the Smooshy babies you’ve been waiting to adopt.
  • Pop the top to find out which baby the stork brought.
  • Each baby also comes with a cute squishy plushies Bestie.
  • There are six to collect in the first wave!
  • Ages: 5+    
  • MSRP: $14.99
  • Available: Amazon, Target, Walmart

HATCHIBABIES (SPIN MASTER)

  • Use your love and care to help your HatchiBaby Ponette hatch and they’ll come to life! Will you hatch a boy or a girl? Check the secret message to find out!
  • With big color-changing eyes, beaks that move and real rocking motions, Ponette HatchiBabies are the sweetest new characters from Hatchtopia!
  • Once hatched, there are even more surprises to discover: Reach into the egg to peel-and-reveal four hidden accessories: a rattle, hairbrush, bottle and cuddle buddy! You’ll even find a high chair and birth certificate!
  • Care for your HatchiBaby using these accessories and they’ll respond in adorable ways! Shhh, it’s a secret: Different species may come with different accessories!
  • Feed, burp, tickle and snuggle your HatchiBaby and they’ll respond—just like a real baby!
  • Teach your baby to talk and play EGGciting games such as “find my toes” and bouncy baby.” The more you play, the more response you’ll unlock! Will you learn your baby’s secret trick?
  • 2 AA batteries are included
  • Ages: 5+
  • MSRP: $59.99
  • Available: Amazon, Target, Walmart

PARTY POPTEENIES (SPIN MASTER)

  • It’s twice the excitement with the Party Popteenies Double Surprise Popper. Packed into this popper are hidden layers of fun!
  • To get the party started, pull to separate the two poppers and discover your first layer of surprises. Wrapped inside adorable packaging are mini accessories and your doll’s pet bestie.
  • The surprises continue as you pull, twist, and pop each popper! Within a cloud of colorful, collectible confetti you’ll find an exclusive Party Popteenie mini doll, wearing a fab, glittery outfit.
  • Pop your second popper to discover deluxe party accessories!
  • Ages: 4+
  • MSRP: $9.99
  • Available: Amazon, Target, Walmart