Old favourites such as the Teenage Mutant Ninja Turtles, Furby and Barbie are making a comeback for Christmas - but not as you remember them.
These most popular toys have been reinvented with a technological twist.
Furby Boom - the third generation of the critter creature - comes with a smartphone app that allows children to nurture a virtual egg before hatching it and raising the Furblings.
Michelangelo and his turtle mates - high on the wish list of many young ninjas - also have been technologically tweaked, with the plush "practice pal" providing audio cues to help kids practise their Ninjutsu moves.
Mattel-made Barbie has updated her wardrobe with a new digital dress.
The light-up dress has different design codes that produce an array of patterns.
Children are able to customise their own design and watch it pulse to music.
National toy buyer for Myer Richard Allanby said toy buying for many parents, grandparents, aunties and uncles was an emotive experience and many were drawn to what they once knew and loved.
"We're finding a lot of strong brands like Lego, Barbie and the Turtles, which have a very long and good history, come back to the market with technological updates or the latest spin on it," Mr Allanby said.
He said today's children were a lot more brand-aware than previous generations.
"Children know the brands, they know the characters and love them," he said. "They are a lot more brand-savvy. They know exactly what they want."
Mr Allanby pointed to the latest edition of the popular board game Monopoly Empire, where players no longer buy property but invest in brands such as Coca-Cola, McDonald's and Xbox.
David Jones WA regional manager Ben Webster said brands that had been able to refresh themselves each year remained the strongest.
"People are looking for a point of difference or variance when they buy toys," he said. "They want to get something the child doesn't already have.
"Lego is very popular each year because they have new ranges coming out all the time."
Target WA regional manager Jo-Ann Kerr said outdoor toys such as bikes, scooters and pool toys were a hit with families.