Lego Mixels or mini figures Gift cards to places they like - my kids love $5 gift cards to their favorite restaurants or target. Similar love for iTunes gift cards. We also have a WiiU and he got Mario Kart for his birthday and there are extra levels so instead of iTunes I may get him one of the Nintendo gift cards. Chapstick Gloves
bath stuff if they still do baths (vs. showers). My 5yo still prefers baths so we have bath crayons & bath paint art supplies small lego sets mini figures
My 7 year old is getting minecraft mini figures, a deck of playing cards, a thing you use to "paint" snow, hat/gloves, book of puzzles (he's really into crosswords right now), new pencils and markers, and maybe some sort of matchbox helicopter? We just went crazy at 5 below.