It researches and evaluates toys all year, previewing the new releases, keeping on top of trends and even testing out toys where they're available. The Good Housekeeping Institute is here to help cut through the choices. (And if you haven't started yet - time to get a move on!) And if you have started shopping for gifts for kids, you already know the options are overwhelming, which is good news for the kids, but makes it harder for the shoppers. Each year, it seems like children's toys just get better and better.