Toy Brand Melissa & Doug Opens First Retail Store
Toy brand Melissa & Doug will open its first-ever retail store on October 6, 2023, in New York.
As the company's first brick-and-mortar location in its 35-year history, the 1,600-square-foot store will feature a wide selection of the brand's top-selling toys across categories. The “designed-to-inspire” brick and mortar will bring the brand to life in innovative ways consumers have not seen before, the company said.
"Melissa & Doug has been a mainstay in the toy industry for nearly four decades, helping families ignite imagination and create lifelong memories together," said CEO Fernando Mercé. “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."
The store is located on Level 3 of The Westchester, a shopping mall in White Plains, NY, just outside New York City and near Melissa & Doug headquarters in Wilton, CT. Inside, consumers will find top sellers and new products throughout the store with trained brand ambassadors at the ready to assist them with their shopping experience. Families can also expect small engaging moments throughout, including a spot where kids can measure how many "scoops of ice cream" tall they are, as well as exclusive take-home activities.
"Families really look to Melissa & Doug when seeking toys that inspire imaginative, screen-free play especially in those first few years," says Bridgette Miller, chief marketing and sustainability officer. "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!"
The Melissa & Doug retail store will open its doors with prize giveaways, product demonstrations, and “fun surprises” for its first customers. Melissa & Doug will be supporting the store and driving traffic through in-mall signage, media and press events, local marketing efforts, and sponsorship of the mall's Santa Experience.