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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 participating in college at Duke and Doug was operating at a marketing firm, the couple chose to start a children's organization together. Their first endeavor was a production business that made fun academic videos for kids.

" Our aha minute was going to stores and seeing that something as enjoyable as puzzles were dull, uninteresting, and had no pizzaz," Melissa states. "They were just flat, without any texture. We started considering our childhoods, and remembered that our preferred book was Pat the Bunny due to the fact that it was so interactive.

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It was an instant hit in small specialized shops, therefore the set dumped their videos, which had actually landed in a few shops however had not acquired much traction. Melissa & Doug stuck to puzzles for another years before expanding into other wooden toys, much of which are still best-sellers today, like the Pounding Bench, which has colorful pegs you bang on with a mallet.

Toys were primarily made of wood and steel until after The second world war, when a post-war real estate boom indicated these products were hard to get, according to the American trade group the Toy Association. Fisher-Price the among the first toy companies to present plastic into its variety in 1950, and the launching of items like Mattel's Barbie in 1959 and Hasbro's GI Joe in 1963 formally made plastic a more popular toy material than wood.

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It wasn't up until 1953 that it started making interlocking plastic blocks. Melissa & Doug wasn't known in the mass toy market until 1999, when the now-defunct chain Toys R Us bought academic toy company Imaginarium, which stocked Melissa & Doug. That year, the business also tattooed a deal with Amazon, which was then a popular internet bookseller ready to broaden into toys.

( Amazon simultaneously signed an agreement to make Toys R Us its special toy supplier, an offer that Amazon broke by inducing Melissa & Doug and several other vendors, resulting in a 2004 suit between the two retail giants.) Doug attributes much of the company's success to Amazon: "It offered us amazing accessibility and was a significant facilitator of development. Hape Scoot Around Ride.

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Getting on Amazon early is probably the reason our older toys still sell really well." Throughout the early aughts, even as the business soared, lots of cautioned Melissa & Doug that it was headed toward failure. Doug remembers participating in a huge exhibition and being informed, "It's been actually good understanding you, but everyone is entering 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 free time without rules or goals. The American Pediatric Association considers this type of play crucial for a kid's advancement, especially in regards to imagination and imagination.

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Tv and motion picture characters, for example, currently have names and personalities attributed to them, and so toys featuring these characters dictate how kids have fun with them; on the other hand, simple items like blocks or paint better promote imagination (Babies). Wood toys have long been connected with open play and are a favorite of educators, especially those who ascribe to the Montessori and Waldorf philosophies.

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

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Reports have actually claimed the business sells more than $400 million worth of toys each year; though the business decreased to share sales figures with Vox, a representative said the actual number is higher. Melissa & Doug's sales might look like peanuts compared to Hasbro's $5.2 billion or Mattel's $4.8 billion, however the company has had the ability to contend alongside these corporate giants.

Its products are budget-friendly, but not exactly low-cost. 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 products. The rate contributes 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 bothersome sounds, and when you're gifted one, they feel truly downmarket. But there's something really advanced and raised about wood toys." Still, the cost can be difficult to swallow. "So stink 'n pricey," one parent regreted on the Bump. "A mom had this [toy] at a playdate and I believed it was excellent up until I saw the cost!" Amazon reviewers have actually also called the company's toys overpriced, and noted that they aren't worth the investment since children tend to "lose whatever (Wooden Toy Cars)." Melissa & Doug's toys are a favorite of millennial parents ready and able to pay not only for quality, but virtue in what they purchase their kids.

These parents go with wooden toys because they believe the toys are much better for their children' brains, and likewise the environment. And unlike plastic toys, wood toys don't included threat of BPA direct exposure, though Melissa & Doug did have to recall near 26,000 toys in 2009 since of soluble barium found in the paint.

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" I love the toys since they are realistic-looking and creative for kids to have fun with, however are also visually appealing," says Jodi Popowitz, a mom and interior designer living in New york city City. "When developing nurseries, I utilize them for decorating 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 Medicine and a program director with the AAP, states the relocation was born out of concern that kids' days are being crammed with school and after-school activities, leaving little space for disorganized time invested checking out backyards and building towers in living spaces.

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Kids ages 8 to 12 invest an average of 4 hours and 38 minutes on screens a day, while children 8 and under average two hours and 19 minutes, according to the safe innovation not-for-profit Sound judgment Media. The AAP warns that the overuse of screens puts kids at threat of sleep deprivation and obesity, and although it's still prematurely to figure out the precise results screens have on children, there are scientists trying to glean some preliminary insights.



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