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Amazon Prime Day kids’ toys deals 2021: Latest offers on kids’ toys deals, from Lego to Barbie


Amazon Prime Day kids’ toys deals 2021: Latest offers on kids’ toys deals, from Lego to Barbie 2

Get ready to snap up a bargain because the internet’s biggest shopping event, Amazon Prime Day, is only three days away.

The two-day sale traditionally takes place in early summer but last year the pandemic forced the event to move to October. However, the good news is that you won’t need to wait as long to save some serious money this time around, as the sale is happening earlier than ever this year.

The retailer has confirmed that the official dates for the Amazon Prime Day event are 21 June and 22 June, when you can expect to see thousands of deals to shop across big-name brands on everything from games consoles to coffee machines.

But, there will also be plenty of great discounts on toys, gadgets and board games for kids, making it an ideal time to pick up birthday presents, something to keep them entertained during the summer holidays or, dare we say it, even make a dent in their Christmas wishlists.

For keen shoppers and bargain hunters, Amazon Prime Day is a great opportunity to save money, but there’s one caveat: sale deals are only available to Prime members, so if you haven’t signed up, make sure to read on for more details.

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Whether you’re shopping for a Lego lover, Avengers super-fan or puzzle whizz, we’ll be rounding up the biggest savings that are on offer as they happen to ensure you get the best deals possible. Ahead of the sale, here’s everything you need to know about Amazon Prime Day 2021.

Our IndyBest team handpicks every deal we feature. We may earn some commission from the links in this article, but our selections have been made independently and without bias. This revenue helps to fund journalism across The Independent.

When will Prime Day 2021 begin?

The official dates for the Amazon Prime Day 2021 event are June 21 and June 22, according to a press release from the retailer. The two-day shopping extravaganza will see discounts on everything from tech to fashion and home appliances.

In true Amazon fashion, you may notice a number of early discounts on kids’ toys ahead of the big shopping event. Keep this page bookmarked to make sure you’re always in the know, as we’ll be updating it.

Do you need Amazon Prime to buy Prime Day 2021 deals?

In short: yes. The event’s discounts are exclusively available to anyone who has an Amazon Prime membership.

A membership costs £7.99 a month or you can pay an annual fee of £79 a year. Subscribers are also eligible for other perks, including same-day delivery, over 800,000 free ebooks and access to Prime Video and Amazon Music services.

If you’re already a Prime member, you will automatically get access to the deals, but if you’re not yet and want to take advantage of the huge savings on offer, you can sign up for a 30-day trial any time before the sale begins.

What can you expect from Prime Day toy deals in 2021?

Last year, there were more than a million deals across the entire site with huge savings on a range of kids toys, board games and gadgets. While the exact products available in this year’s sale remain a mystery for now, we predict that 2021 will be just as impressive.

How to get the best Amazon Prime Day deals

As well as assistance from our savvy shopping experts, it’s important to be prepared by adding items you’d like to snap up to your wish list so that, when the time comes, you can sit down for a cup of tea as you checkout with everything already in your basket. Easy peasy.

It’s also worth making sure you’re actually getting a good deal, as many savings can often seem too good to be true. To find out if a product is truly on sale, you can use sites such as CamelCamelCamel or Price Spy, which show the price history of any item sold on Amazon.

We’d also recommend you download the Amazon app. This is an easy place to track Lightning Deals, which are only active for a few hours at a time. You can also set up alerts so that you’re pinged when a discount goes live.

What were last year’s best kids’ toy deals in the UK?

According to Amazon, some of the bestselling categories on Prime Day in 2020 were games and puzzles as people looked for ways to stay entertained during lockdown. Some of the biggest sellers included Jenga (£14.87, Amazon.co.uk), Monopoly (£18.99, Amazon.co.uk) and Guess Who (£14.18, Amazon.co.uk).


There were also huge savings on big-name brands like Disney, Lego, Fisher-Price, LOL Surprise! and more. Among the best deals was this Ninjago storm fighter set (£60.00, Amazon.co.uk) that had a saving of 30 per cent and up to 35 per cent off selected Barbie dolls, like this Barbie care clinic playset (£39.99, Amazon.co.uk).


Amazon also reduced its Fire 10 kids edition tablet (£149.99, Amazon.co.uk), which landed a spot in our review of the best kids’ tablets. Our reviewer said: “Though they cost more than the version aimed at adults, they have certain extra benefits: a colourful bumper protects the electronic device from harm if it’s dropped, for a start.”

Confirmed Prime Day deals on toys

The lead up to Prime Day is ramping up, as Amazon has confirmed some of the offers that will be available during the shopping event.

On toys, we can expect up to 30 per cent on big-ticket items from brands including Barbie, Fisher Price and Hot Wheels.

Are there any early kids’ toy Prime Day deals for 2021?

While there is still some time until official Prime Day deals start, Amazon already has plenty of impressive savings on toys for children of all ages. Here, we’ve rounded up some of our top picks to snap up before they’re gone.

Lego classic large creative brick box: Was £39.99, now £29.99, Amazon.co.uk


If you know a Lego lover, add this bumper box that’s filled with nearly 800 colourful bricks to your shopping basket, pronto. The set includes a wide range of bricks in 33 different shades, as well as eight different types of windows and doors. Special pieces include two different sized green baseplates, three sets of eyes, six tyres and six wheel rims, encouraging hours of imaginative play.

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Barbie ultimate kitchen: Was £59.99, now £39.99, Amazon.co.uk


Perfect for young foodies, this Barbie kitchen includes lights, sounds, food molds, five dough colours and more than 20 pieces for role play and storytelling fun. With a pie, fries, sandwich and veggies molds, little ones can cook up hours of fun that also helps to encourage imaginative play. Currently reduced by more than 30 per cent, snap it up fast.

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Joyjoz kids piano mat: Was £22.99, now £12.73, Amazon.co.uk


Save 45 per cent on this sensory play mat that has 25 sounds, including animal noises, so young children can learn how to identify different musical instruments. It’s brightly coloured too, with an array of patterns to help encourage hand-eye coordination. Suitable for babies, toddlers and children aged up to five, it’s made from a soft, anti-slip fabric and will keep them entertained for hours.

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DC Comics batman 3-in1 batcave playset: Was £44.99, now £24.99, Amazon.co.uk


Ideal for Batman and superhero fans, this 40 per cent discounted playset has three levels to enact missions – split the sections apart, use them separately or stack them for an impressive set-up. Including a four inch Batman figure as well, the set has two action-packed sides to choose from and you can adventure both in the Batcave and Gotham city.

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Remote control toddlers construction vehicle: Was £29.99, now £11.42, Amazon.co.uk


This car is an Amazon bestseller in the remote- and app-controlled construction vehicles category, and is designed to be enjoyed either indoors or outdoors. It’d be the perfect birthday gift for a two- or three-year-old, and has plenty of bright sounds and colourful lights that can be controlled via a two-button remote. To operate, the tractor needs three AA batteries, while the remote control requires two.

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Monopoly for sore losers board game: Was £22.99, now £14.99, Amazon.co.uk


If you enjoy the thrill of revenge, this game may be up your street. In the classic Monopoly board game with a twist, you lose to win. Paying rent and going to jail helps players to get ahead, and landing on useless board spaces will help you to collect “sore loser” coins. Chance and community cards also celebrate losers too. The game, suitable for kids ages eight and above, would make for a tense but exciting family get-together, especially if you’re one of the sore losers the game is aimed at.

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Spiderman 3d night light: Was £25.99, now £13.59, Amazon.co.uk


Making the perfect gift to any young Spiderman fan, this night light with laser engraving creates a unique 3D visual effect that can also help young kids fall asleep at night. The four patterns and 16 colour changes can all be easily controlled with the remote control and with nearly 50 per cent off, you can’t go wrong.

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Mattel Pictionary Air kids vs grown-ups: Was £19.99, now £16, Amazon.co.uk


A classic game that’s been loved by families for decades, you can now get your hands on this new version for a fraction of the price. Designed to put children against adults, this edition makes it easier for kids as young as six years old to draw in the air and see it on screen, with special clues for them that include illustrations. Simply download the free Pictionary Air app, point the in-app camera at the illustrator and they’ll appear, along with the sketch, on the screen of the smart device. A guaranteed crowd-pleaser, this is an unmissable bargain.

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30 seconds board game: Was £19.99, now £14.99, Amazon.co.uk


This board game is great for an evening of fun and recently featured on our best family board games guide. Our reviewer said the game “tests both descriptive skills, comprehension and general knowledge against the clock” – but in a fair warning, it’s likely to inspire “an air of mild hysteria as players clamour to guess correctly.” There is a traditional counter-and-dice element to the game which requires four players and, according to our reviewer, is especially entertaining for older kids who can be kept on their toes with pop culture, geography and world affairs quizzing.

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Voucher codes

For the latest discounts on kids’ toys, clothing and more, try the links below:

Read more on Amazon Prime Day 2021

Best Prime Day home appliance deals – We’re expecting huge savings across big-name brands such as Shark, Dyson, Nespresso and Philips

Best Prime Day Nintendo Switch deals – Calling all gamers: prepare for big discounts on the popular console and bundles

Best Prime Day fashion and clothing deals – With prices slashed on dresses, jeans and more, it’s time to get your re-entry outfit planned

Best Prime Day TV deals – Update your at-home cinema experience without paying full price with our featured deals

Best Prime Day gaming deals – Looking for a new console, or after a new controller or game? Here are the best deals for gamers

Best Prime Day fitness deals – From yoga mats to dumbbells, snap up these savings and upgrade your home workout

Best Prime Day laptop deals – This year we expect big discounts on MacBooks, Microsoft Surface laptops and more

Best Prime Day Amazon device deals – Get ready for big savings on Amazon’s cutting-edge smart home tech

Best Prime Day Apple deals – With rarely seen savings on the brand’s products, it’s the perfect time to invest in new tech

Best Prime Day alcohol deals – All the boozy savings you need to know about on spirits, wine and beer

Best Prime Day tech deals – Whether it’s a new phone, tablet, laptop or noise-cancelling headphones, you’ll find the best deal here

Best Amazon Prime Day deals – Read our IndyBest guide to all the best Prime Day 2021 deals

IndyBest product reviews are unbiased, independent advice you can trust. On some occasions, we earn revenue if you click the links and buy the products, but we never allow this to bias our coverage. The reviews are compiled through a mix of expert opinion and real-world testing.

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