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From a doll hidden behind a magic mirror to a sound-sensing robot, to dozens of toys that innovate beloved play patterns, the 2025 Toy of the Year® (TOTY®) Award finalists, announced today by The Toy ...

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They'll be wowed by these gifts and toys for 5-year-olds, which are tested in the Good Housekeeping Institute and approved by real kids.

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“We’re trained to use toys as tools—that’s what separates us from a typical playgroup,” she explained. “We break child development down into many steps, small pieces of big milestones.

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