Times may not be as bad as they were at the outset of the recent recession, but parents' pockets still aren't jingling all the way to buy a $70 Elmo doll, and toymakers are taking notice.
With U.S. consumers still hurting, toymakers are adjusting by offering a plethora of less-than-$25 toys for gift givers still watching their budgets, says Chris Byrne, content director for TimeToPlayMag.com.
"You're seeing a resistance to the Elmos and Mickeys and those very expensive toys," Byrne says.
But while parents may be looking for value, don't expect toy retailers to cut prices too much ahead of the holidays, Byrne says.
"Using the toys as a loss leader or a traffic driver is not working so much anymore because people have their budget, and when they spend their budget, they stop shopping," Byrne says.
Here are 10 toys fit for your holiday budget.