Sales of Children’s Gifts and Toys at Toy Stores

Pokémon cards are white hot. LEGOs will always have fans. And fidget toys are in demand for kids bored at home during the pandemic.

Around the country, these items are in hot demand at toy retailers. But most independent stores survive in the age of Amazon by curating selections for their specific clienteles.

In Brooklyn, upscale parents see toys not only as playthings, but also as ways to express social conscience — and visually uplift shared spaces. “A lot of our pieces are as lovely as décor as they are to play with,” noted Avi Kravitz , owner of Norman & Jules, which straddles several Brooklyn neighborhoods popular with families. Kravitz’s patrons appreciate artisanal lines like Grimm’s and Sabo: “They’re different colors from the mainstream brands, and the natural wood and craftsmanship are appealing.”

Norman & Jules customers are typically adults who buy gifts that express their own sophisticated tastes. “You want to be the one who shows up with something pretty, and who supports a small business,” said Kravitz, adding that fair trade resonates as well. “I look for toys from small makers, with a cool, quirky character. Our makers know who’s doing the knitting or the embroidery, and that’s important to my customer.” during the pandemic lockdown, have proven a strong category for Norman & Jules. Instead of the ubiquitous Ravensburger or Melissa & Doug, Kravitz stocks a more expensive line from Barcelona called Longdi. “The illustrations are beautiful, and they appeal to both children and adults,” he said.

“ …I look for toys from small makers, with a cool, quirky character. Our makers know who’s doing the knitting or the embroidery, and that’s important to my customer.”

- Avi Kravitz, Norman & Jules, Brooklyn, New York

Shoppers at The Toy Department in Fairfield, Ohio, are typically on the hunt for vintage collectibles. The store specializes in secondhand merchandise like vintage Atari games and G.I. Joe figurines. “It’s the comfort food theory,” explained Manager Kenny Koepnik , when asked whether patrons actually play with the merchandise or are simply collecting. “People are trapped at home, and they want to be surrounded by the things that make them feel good.”

Koepnik also thinks collectors are splurging on nostalgia — and driving up prices — because they’re unable to spend on the usual pastimes like concerts or a family outing to Chuck E. Cheese. Anything from Star Wars or Transformers is a best-seller at the store, with WWE, G.I. Joe and Super Nintendo also in demand. “And the market has just exploded on Pokémon cards,” Koepnik added. Demand is way up, and for Magic cards as well.”

Puzzles, a craze

Pokémon cards and classic brands like LEGO and Melissa & Doug have sustained Karen’s Toys through

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