Are Puzzles Still a Piece of the Profits Picture?

When much of America was locked down last spring, puzzles were suddenly the must-have item for families trapped at home with the kids — and according to many retailers, table and floor games are still a hit. “We sell puzzles every day. They’re our top seller,” said Johanna Bialkin, owner at Aldea Home and Baby in San Francisco, Calif.

“We have a good selection of puzzles, and they continue to be a really strong item,” agreed Sean Santos, store manager at Mapamundi Kids, also in San Francisco.

Board games and puzzles were always popular with customers at Center Hardware and Supply in San Francisco. But sales really picked up in March and April, said Store Manager John Paulson, “and they’re still flying out of here,” he said in December, 2020. ❖

New Noise.

Most children have been at home since March in California, so it’s no surprise that San Francisco, Calif.-based Aldea Baby and Home has done a brisk business in pastimes that foster children’s development — arts and crafts kits, musical instruments, puzzles and sensory stimulating toys. “Parents are looking for things to engage their young ones,” said Owner Johanna Bialkin . From dog toys to dress up costumes to toilet paper ornaments, many of the top sellers are items the whole family can enjoy.

Local children love collecting figurines from the Maileg Mice — a line that started by encouraging gentle play around bedtime ritual, and has lately expanded to include more kitchen items, reflecting the time children are spending at home. Aldea recently started carrying silicone playthings from the Montessori-inspired Fat Brain Toys line, and it has been a hit. “These are toys that babies can chew, lick, play within the bath or even at the beach,” noted Bialkin. Speaking of the beach: Bialkin has observed rising demand for items that are easy to transport or use anywhere; with school and jobs largely remote, families have been moving around.

So-called “flat” pianos, which teach kids keyboard basics, and pint-size guitars from the Loog brand are favorites among a clientele that has always favored musical instruments. And with more families enjoying recreation outdoors, Aldea is selling more scooters, wagons and other diversions geared for the backyard or the park.

To compensate for reduced foot traffic at the 7,000-square-foot, three-story emporium, Bialkin recently launched a corporate service, Aldea for Business. “We needed to