The aim of this study was to explore the kinds of toy preferred by 6–8-year-old children, asking: how, and on what basis, do children rationalize their preferences for particular toys? Data were collected by interviewing children in their homes. Children chose eight toys from a tailored catalog and explained why they wanted those particular items. Toys were analyzed with the aid of a framework designed to test their functional manipulation potential. The children's reasoning was analyzed by means of inductive content analysis. Two kinds of values were found: (1) those which reside in the toy itself and (2) those which children give to toys. Sub-categories relating to material, social, and personal values were identified from the given values. The present paper deepens knowledge of the value of toys not only as playthings but also as cultural artifacts which children use as one form of their voice.