Amazon is discounting toys before Prime Day even officially begins.
Several popular toy categories are seeing early markdowns on Amazon and Walmart. The Lego Classic Large Creative Brick Box (set 10698) is down to $33.49 from $79.99 at Walmart — a $46.50 cut on a set that rarely drops that far. The Toniebox 1 Audio Player Starter Set is $79.99, saving $20, while a Funko Pop Ivysaur figure has slipped to $8.84. Other discounts span Crayola, Monopoly, Transformers, and MAGNA-TILES, with most cuts in the $5-$36 range.
The early timing matters: retailers have trained shoppers to expect deals only during the official sale window, but front-loading discounts creates urgency before competitors can respond. Walmart's appearance in the Lego deal is a reminder that Prime Day has become an industry-wide event, not an Amazon exclusive — rival retailers routinely run parallel sales to capture the same shopping impulse.
The toy category is a reliable Prime Day staple, but buyers should note these pre-sale prices can reset or deepen once the official event begins — checking a price-history tool before buying is worth the 30 seconds it takes.