How the Nex Playground game system became the holiday’s hottest toy

The best-selling video game console this Black Friday was the PlayStation 5. That surprised no one. The number-two spot went to the Nintendo Switch 2. Again, that was expected. 

But the bronze position wasn’t held by Microsoft’s Xbox, as you might suppose. Instead, it was claimed by the Nex Playground, a small gaming system that almost no one had heard of two years ago.

The Playground has since grown into one of 2025’s hottest gifts. In 2023, just 5,000 units of the controller-free small cube were sold. In 2024, that number spiked to 150,000. This year, the company is on track to sell 600,000 units.

While it has a loyal (and growing) fan base, there are still a number of people scratching their heads at the Playground’s sales surge. If you’re one of them, we’ve got answers to all of your questions about this little gaming device that’s managing to carve out a new market in the video game world.

What is the Nex Playground?

The Nex Playground is an Android-powered console that utilizes a motion camera, meaning you control the onscreen action with movements, rather than a controller. The system uses AI to detect player movements, with a focus on keeping things simple. That’s a strategy Nintendo embraced several years ago with the Wii, offering a gaming console for the masses rather than one that was focused on the core gaming customer (though one that didn’t eschew those financial whales either).

The Playground doesn’t look like any gaming system you’ve seen before. It’s a three-inch multicolor cube with a camera lens staring at you. Instead of sitting on the couch, slumped back and passively enjoying a game, Playground players jump around and burn calories as they play their favorite titles. And they can play communally, rather than being isolated or playing with strangers online.

It’s a system designed for people aged five and up—but the younger focus doesn’t mean the games aren’t fun for adults. (You won’t, however, find shooters or mature titles.)

How much does a Nex Playground cost?

The Playground carries a suggested retail price of $249, though it has sold for less than that during some periods this holiday season. That’s roughly half the price of a PS5 or Switch 2. That affordability has made it a popular choice for families, especially those with young children this year. The trick, these days, is finding one in stock and available before the holiday.

Who created the Nex Playground?

David Lee is cofounder and CEO of Bay Area-based Nex. A father of two daughters, he initially wanted to create a company that would use games to strengthen bonding time between family members, rather than turning kids into screen zombies. As he worked on the Playground, he used his daughters and his mother for feedback, looking for ways to make it accessible to a wide range of players.

What games are available on the Nex Playground?

The Playground’s catalog leans more toward family-friendly titles, bypassing action games like you’d find on traditional consoles. The system comes with five titles installed: Fruit Ninja, Party Fowl, Whack A-Mole Deluxe, Goal Keeper, and Starri. The full catalog has more than 30 options, with new releases coming every month.

How did the Nex Playground become so popular?

Two things contributed substantially to Nex’s success: TikTok and the pandemic. The company initially made a basketball shot-tracking app, but when families were stuck at home in 2020, the team began offering more gamified activity, which brought a surge of new downloads. That led the company to begin work on what would become the Playground.

Once it launched, word of mouth began to slowly spread, then TikTok cast its eye upon the Playground and things changed fast. The TikTok Shop couldn’t keep it in stock. Retailers began having trouble doing so as well. The harder it became to find, the more people talked about it. And by Black Friday, it had reached a tipping point.

Is the Nex Playground sold globally?

Not yet. The Playground is not sold on sites like Amazon UK. Given its domestic success, though, an international expansion in the months or years to come seems a logical assumption.

Does the Nex Playground have a monthly subscription fee?

Yes and no. You don’t have to sign up for any of the company’s PlayPass program, but that’s the only way to get new games added to your Playground. Once you tire of the core five titles, you can get a 12-month subscription to PlayPass for $89. That will get you a new catalog of game titles ever month, along with things like workouts for adults.