Lego's Screaming Cat was a hard to ignore stand-out at the 2017 Toy Fair in New York.
It is part of the company's latest platform, Boost, which allows children to customise their toys by building them with Lego blocks and using iPads to programme code them with motion and sound.
But the loud feline was far from the only item attracting attention.
Here are five others you might want to get your hands on quick:
1. Think & Learn Teach 'n Tag Movi
With 360 degree mobility, Fisher-Price Movi is an interactive toy that aims to keep children mentally and physically active.
Its six games include Red Light, Green Light, and Movi Says. They teach children how to follow directions and think critically.
The robot can even make more than 60 different facial expressions.
2. Color Wonder Light-Up Paint Palette
Parents no longer have to worry about stray colour marks all over their furniture and walls.
Crayola's Color Magic paints work only on their specially-formulated paper, so all other surfaces are guaranteed to remain stain-free.
The paint palette even lights up to match the colour of the paint you use.
3. Mighty Runner
The physical equivalent of Super Mario, Jakks' Mighty Runner is for players from ages five to 10. They can navigate the virtual game on the screen by running, jumping and sliding on a pad.
There are three different worlds to choose from: Amazon Adventure, Zombie Dash and Track and Field.
The toy is also connected to an app that allows children to customise their character using thousands of different combinations including gender, clothing, skin tones and eye colour.
4. Fashion Plates Superstar Deluxe Kit
This fashion drawing set will delight little wanna-be fashion designers.
Mix and match designs by combining the different plates together into the tablet, which transfers your design to sketch paper.
You can also capture your creations with an app to place them on your in-app models.
5. Funko Pop!
These little collectibles will appeal to adults too.
Funko unveiled the vinyl figures to HBO's sci-fi hit Westworld at the Toy Fair - one of many in a series of pop culture toys, including Game of Thrones, Dragonball Z and Beauty and the Beast.
Watch out for its Power Rangers and Stranger Things figurines which will be available soon.
SOURCES: Crayola, Fisher-Price, Reuters, Jakks Pacific, Yahoo