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Published Sep 13, 20
6 min read

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Both Melissa and Doug were raised by kid educators, and their parents set them up in 1985. 3 years into their relationship, while Melissa was attending college at Duke and Doug was working at a marketing company, the couple decided to start a kids's service together. Their very first endeavor was a production business that made fun academic videos for kids.

" Our aha moment was going to stores and seeing that something as fun as puzzles were dull, boring, and had no pizzaz," Melissa says. "They were simply flat, without any texture. We began thinking of our childhoods, and recalled that our preferred book was Pat the Bunny since it was so interactive.

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It was an instantaneous hit in small boutique, therefore the set dumped their videos, which had landed in a couple of stores however hadn't gained much traction. Melissa & Doug stayed with puzzles for another decade before broadening into other wood toys, many of which are still best-sellers today, like the Pounding Bench, which has colorful pegs you bang on with a mallet.

Toys were mostly made from wood and steel up until after World War II, when a post-war real estate boom suggested these products were tough to get, according to the American trade group the Toy Association. Fisher-Price the one of the very first toy companies to present plastic into its variety in 1950, and the debut of products like Mattel's Barbie in 1959 and Hasbro's GI Joe in 1963 officially made plastic a more popular toy product than wood.

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It wasn't up until 1953 that it began making interlocking plastic blocks. Melissa & Doug wasn't understood in the mass toy market up until 1999, when the now-defunct chain Toys R United States bought educational toy business Imaginarium, which equipped Melissa & Doug. That year, the business likewise tattooed an offer with Amazon, which was then a popular internet bookseller about to expand into toys.

( Amazon simultaneously signed an agreement to make Toys R United States its unique toy supplier, an offer that Amazon broke by bringing on Melissa & Doug and a number of other vendors, resulting in a 2004 lawsuit in between the two retail giants.) Doug attributes much of the company's success to Amazon: "It provided us unbelievable ease of access and was a major facilitator of growth. Amazon Buy.

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Getting on Amazon early is most likely the reason that our older toys still offer actually well." During the early aughts, even as the company soared, numerous cautioned Melissa & Doug that it was headed towards failure. Doug remembers attending a big trade program and being told, "It's been actually good understanding you, however everyone is getting into tech.

On both fronts, the Bernsteins declined. These relocations, they thought, would be at chances with their philosophy of open-ended play that is, minimally structured spare time without guidelines or objectives. The American Pediatric Association considers this type of play important for a kid's development, particularly in regards to imagination and imagination.

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Tv and motion picture characters, for example, already have names and characters credited to them, and so toys featuring these characters dictate how kids play with them; on the other hand, straightforward products like blocks or paint much better promote imagination (Toy). Wooden toys have long been associated with open play and are a favorite of educators, particularly those who credit the Montessori and Waldorf viewpoints.

( Although Melissa & Doug had no official connection to either Montessori or Waldorf, both the business and these school motions saw major expansion in the '90s and ' 00s). Today Melissa & Doug is one of the largest toy companies in the country, behind Hasbro, Mattel, Trademark (which owns Crayola), and Spin Master (the business behind Hatchimals and owner of the Paw Patrol IP).

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Reports have declared the company offers more than $400 million worth of toys yearly; though the business decreased to share sales figures with Vox, a rep stated the real number is greater. Melissa & Doug's sales may appear like peanuts compared to Hasbro's $5.2 billion or Mattel's $4.8 billion, however the company has actually had the ability to compete along with these corporate giants.



Its items are economical, however not exactly inexpensive. Play food sets and wooden stacking blocks cost around $20, which is more than double what a brand name like Fisher-Price charges for comparable items. The price includes to the superior appeal of the toys, which are all made in China and Taiwan.

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" There's no parent that likes toys that make frustrating noises, and when you're gifted one, they feel actually downmarket. But there's something really advanced and raised about wooden toys." Still, the cost can be hard to swallow. "So stink 'n costly," one parent regreted on the Bump. "A mommy had this [toy] at a playdate and I believed it was great up until I saw the rate!" Amazon reviewers have also called the business's toys overpriced, and kept in mind that they aren't worth the investment given that children tend to "lose whatever (Play Food Set)." Melissa & Doug's toys are a favorite of millennial parents prepared and able to pay not only for quality, but virtue in what they purchase their kids.

These moms and dads go with wooden toys because they believe the toys are better for their infants' brains, and likewise the environment. And unlike plastic toys, wood toys do not featured risk of BPA direct exposure, though Melissa & Doug did have to remember near 26,000 toys in 2009 due to the fact that of soluble barium found in the paint.

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" I enjoy the toys since they are realistic-looking and imaginative for kids to have fun with, but are likewise aesthetically attractive," says Jodi Popowitz, a mommy and interior designer living in New York City. "When designing nurseries, I utilize them for embellishing because they're the best toys to go on a bookshelf.

David Hill, an assistant teacher of pediatrics at the University of North Carolina School of Medication and a program director with the AAP, says the relocation was born out of concern that kids' days are being stuffed with school and extracurricular activities, leaving little space for unstructured time spent checking out backyards and constructing towers in living spaces.

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Kids ages 8 to 12 spend approximately 4 hours and 38 minutes on screens a day, while kids 8 and under average 2 hours and 19 minutes, according to the safe technology nonprofit Typical Sense Media. The AAP cautions that the overuse of screens puts kids at danger of sleep deprivation and weight problems, and although it's still prematurely to identify the exact results screens have on children, there are scientists trying to glean some initial insights.

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