Furbies were all the rage when I was a kid in the ’90s, but I never saw the appeal. To me, they were noisy, Gremlin-like creatures that babbled nonsense. When they resurfaced decades later (right as my kids were reaching toy-loving age), I still wasn’t sold.
Fast forward to 2025, and the newest Furby has completely won me over. I head up the Testing Labs at the Good Housekeeping Institute, and one of the best perks of my job is getting to be a tester for our annual Good Housekeeping Toy Awards.
Each summer, our Media & Tech Lab runs hands-on evaluations, both in the Lab and at home with kid testers. We even invite children into the GH Institute so we can observe which toys capture their attention. It was during one of these play days that my 7-year-old daughter discovered DJ Furby—and I realized this newest version is a major upgrade from the Furby of the past.
I’m not sure what caught her attention first—the bright rainbow design, the large presence, or the soft, fluffy fur—but she was instantly hooked. She carried it all day, refused to leave it behind, and insisted it come home with us. I assumed the excitement would fade, but I was wrong: months later, it’s still her go-to toy, even joining us on family vacation. Needless to say, it's officially a GH Toy Award winner.
How it Works
Designed for ages 6 and up, DJ Furby is an interactive plush toy that offers both high-energy fun and calming downtime. Kids can play games, listen to music, or enjoy soothing sounds and lights. Think of it as a choose-your-own-adventure experience wrapped in a huggable plush. There’s no internet required, and it’s simple for kids to control.
My daughter’s favorite? A cheeky game called Fart Finder (yes, sigh). DJ Furby’s belly lights up, and players tap until they reveal the hidden sound. One of its catchphrases: “Found Fart is Found Art.” It’s the kind of thing that makes parents roll their eyes—but it gets just as many laughs. And unlike past versions, DJ Furby actually speaks in a voice kids (and parents) can understand.
Why I Love It
Beyond the laughs, DJ Furby has surprised me in a deeper way. My daughter struggles with anxiety and emotional regulation, and many common coping tools—like fidget toys, breathing exercises, or even hugs—don’t always help in the moment. On her own, she discovered that DJ Furby’s interactive play and calming modes offered a real sense of comfort. Now, when she needs to reset, she grabs her Furby and finds calm through games or quiet light-and-sound sessions.
The Bottom Line: It's Worth The Cost
At around $70, DJ Furby isn’t cheap. Honestly, I wouldn’t have thought to buy it if I hadn’t seen it firsthand in our GH Institute testing. But after watching my daughter’s connection to it, I’d splurge in a heartbeat. I’m not alone: one toy tester’s parent told us, “She absolutely loves this toy and can’t stop talking about it to her friends. The variety of ‘bestie’ games keeps her engaged for hours, and she especially loves the dancing and copycat features.”
Online reviewers echo the enthusiasm: “It’s worth the $70,” wrote one Amazon purchaser, praising it as “a marked improvement from the regular Furby,” and even calling it “very regulating,” noting that it “became a dear companion in minutes.”
Lexie Sachs (she/her) is the executive director of strategy and operations at the Good Housekeeping Institute and a lead reviewer of products in the bedding, travel, lifestyle, home furnishings and apparel spaces. She has over 15 years of experience in the consumer products industry and a degree in fiber science from Cornell University. Lexie serves as an expert source both within Good Housekeeping and other media outlets, regularly appearing on national broadcast TV segments. Prior to joining GH in 2013, Lexie worked in merchandising and product development in the fashion and home industries.
