Famed Wilton Toymaking Business Opens First Retail Store

WILTON, CT — A renowned Wilton-based toy maker has opened its first brick-and-mortar retail store — in New York.

Melissa & Doug, the top preschool brand for wooden and sustainable toys, opened its 1,600-square-foot flagship last week on the third floor of luxe shopping mall The Westchester, in White Plains, NY.

The new store features a wide selection of the brand's top-selling toys across categories including pretend play sets, learning toys, baby and toddler products, puzzles, and arts & crafts, according to a statement from the 35-year-old business.

"When designing a shopping experience for parents and caregivers, it was important for us to create an environment that really represented this. Adults and children alike will love walking into our store and seeing the brand come to life," said Bridgette Miller, chief marketing and sustainability officer in the release.

The company has invested heavily in sustainability, both in the playroom and in the great outdoors. In April 2022, Melissa & Doug announced its commitment to plant more than 10 million trees by 2030 through a partnership with One Tree Planted. Five months later, the company declared itself the "first global toy brand to be 100% carbon neutral in its own operations," after purchasing offsets for its 2022 emissions.

The company's Wilton headquarters, and its distribution center in Tracy, CA, are both fully equipped with high efficiency LED lights with automatic shut-off through motion sensors.

"Melissa & Doug has been a mainstay in the toy industry for nearly four decades, helping families ignite imagination and create lifelong memories together," says Fernando Mercé, Chief Executive Officer. "We're always looking for new ways to share our important purpose and quality toys with consumers, especially during the gifting season. We're thrilled to open our first-ever retail store where consumers can discover and shop a curated selection of open-ended, screen-free toys for their little ones."

Wooden toys behind brick-and-mortar storefronts may be the latest retro rage. Radio Flyer, maker of the Original Little Red Wagon and other children's ride-on toys, will be opening its first real-world store at a mall in Illinois next month, according to trade website RetailDive.