Getting Kids Loving to Learn Toy Trends at Baby Stores

By Sara Karnish

Toys are among babies’ earliest educational tools. To meet this need, many baby boutique operators expand beyond apparel and include toys in their retail space. Alex Breaux , co-owner of Wonder World Toy Store & Baby Boutique with sister Jessica Breaux in Medford, N.J., said carrying both apparel and toys just makes good business sense. Wonder World is primarily a toy store, but 400 of their 1,400 square feet is dedicated to a baby boutique. Breaux said some of their most popular toys are “Baby Paper, which is just crinkly material. Babies love it because they can just grab it and it makes noise.

We also do really well with a brand called FatBrain and a product line called Dimpl. Everything in the Dimpl line sells really well—it’s kind of keeping with the trend of pop-its, but for babies. It started out as a baby toy, but now older kids love it. They start at 10-plus months, but they go up to 2 to 3 years old. We also do well with a brand called Cuddle Barn, which are animatronic stuffed animals. We have them for baptisms and they say little prayers. I would say they’re the top three contenders for us in the baby boutique.”

Rather than purchase a plastic plaything with little staying power, parents and relatives prefer investing in durable toys, especially if they also have some educational or sensory element. Maris Johansso n, owner of Broomtail in Denver, Colo., said wooden toys are great sellers at her store because of their longevity. “Parents and grandparents want things that can be passed down. People are getting away from plastic toys. We do well with brands that have a focus on sustainability, made from wood and other sustainable materials. If not wood, silicon is another big trend manufacturers and consumers are following, especially if the toy has multiple ways to use them. Parents are making more thoughtful, intentional choices about the toys they buy. They’re more of an investment so the child can play with them a little longer,” she explained.

Emily Tobin , owner of Hopscotch Children’s Store in Grand Rapids, Mich., is seeing a shift toward customers looking for toys made from organic, sustainable materials. “Some of our best-sellers are Organic Farm Buddies by Apple Park. Another best-seller would be Green Toys, which are bath and water toys, and we sell a lot by FatBrain, especially the Dimpl line, which are sensory toys. We try to find organic when we can. Farm Buddies are a great baby gift, and Apple

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