Walmart says these will be the 40 toys every kid wants this holiday

Hollis Johnson/Business Insider

• Walmart has unveiled its top toys of 2018 list, where it enlisted kids and "toy influencers" to predict the toys every kid will want this holiday.
• This year Walmart's list has 40 toys, on categories like collectibles, toys delivered from entertainment properties, big brands, and innovation.
• Walmart's VP of toys, Anne Marie Kehoe, said that Walmart is greatly expanding its toy assortment with "more than we've ever carried before."

Walmart is already kicking off the holiday shopping season - this year, with a bang.

The retailer has announced it will be expanding its assortment of toys before the holiday season kicks off with "more toys than we've ever carried before," Walmart VP of toys Anne Marie Kehoe said in a press conference announcing the plans.

Walmart will be expanding its selection by 40% online, and 30% of the toys its stocking both online and in stores will be brand new. The store will also be expanding its toy selection in stores with more toys and more aisles to stock them.

This year, Walmart will have 1,000 toys exclusive to the retailer, with 300 that are brand new and never-before-seen.

As usual, the company did its research to find out the top toys for the holiday before the busiest retail season rolls around again. The company brought in hundreds of kids to test and play with dozens of toys so the store could see what resonated the most as their favorites. Walmart also enlisted the help of some "toy influencers" to help it decide what to put on its list.

Based on that, Walmart selected the top 40 toys it thinks every kid will covet this year. That's up from the selection of 25 toys in previous years.

"We're proud of having kids help us select these toys. They're the ones that make it happen and show us the way," Kehoe said.

This year, many of the changes Walmart is making to its toy section, which it is calling America's Best Toy Shop, are permanent and will last even after the holiday season is over.