Where Play Meets Purpose: Jasey’s Toy Chest

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To Brian and Lauren Bernstein, Toy Fair 2026 represents each a well-recognized milestone and a contemporary begin. After twenty years surrounded by toys, the household is making its large return to the trade with an all-new enterprise: Jasey’s Toy Chest.

Based and run by the Bernsteins, Jasey’s Toy Chest first launched on the winter exhibits in Dallas and Atlanta, and it’s making its official international debut at Toy Truthful New York. The early childhood model was created in honor of their late son, Jason (“Jasey”), to assist households join, talk, and higher perceive each other by means of the ability of on a regular basis play.

Brian and Lauren Bernstein. | Supply: Jasey’s Toy Chest

“[We wanted] to do one thing that actually felt like us, that was genuine, and that we cared about,” Brian Bernstein says. “[Something] that we may use as a tribute to Jason, however then additionally to assist different folks.”

Toys have all the time been a significant a part of the Bernsteins’ on a regular basis life, each professionally and as dad and mom. Brian spent 21 years shaping the picket toy aisle together with his brother, Doug, and sister-in-law, Melissa, at Melissa & Doug, whereas Lauren, who co-founded the corporate with Brian, has devoted three many years to instructing and music schooling. These experiences gave the Bernsteins distinctive perception into the numerous long-term advantages of creativity and shared play, values now ingrained in Jasey’s Toy Chest.

“I watched how music… may actually improve [kids’] focus, their resilience, frustration stage — it’s useful in every kind of studying methods,” Lauren Bernstein says. “Play is similar factor, and I feel that no matter you’re doing in life, there ought to be a certain quantity of enjoyment in it.”

A PLAYFUL PARTNERSHIP

For product sourcing and design help, the Bernsteins tapped into the experience of Early Learning Centre, a U.Ok.-based toy firm below the Addo Play umbrella. The Bernsteins have been there each step of the best way, collaborating with the U.Ok. staff to make sure every merchandise aligned with their philosophy, whereas assembly the expectations of contemporary households and retail companions.

Jasey’s Toy Chest will make its international debut at Toy Truthful New York 2026. | Supply: Jasey’s Toy Chest

Animal Buddies Wood Stacking Practice. | Supply: Jasey’s Toy Chest

Wood Glowing Smile Dentist Package. | Supply: Jasey’s Toy Chest

On-the-Go Wood Workbench. | Supply: Jasey’s Toy Chest

Wood Shapes Straightforward-Grasp Peg Puzzle. | Supply: Jasey’s Toy Chest

Wood Form & Animal Blocks. | Supply: Jasey’s Toy Chest

4-in-1 Study & Play Pack. | Supply: Jasey’s Toy Chest

The preliminary launch consists of 47 toys made primarily from FSC-certified wooden, spanning seven classes together with puzzles, blocks, fake playsets, prepare units, and different early learning toys. Relatively than following developments or overstuffing its catalogue, the Bernsteins took a extra intentional strategy to the road, prioritizing storytelling, developmental advantages, sustainability, accessibility, and the way households truly use toys at house.

“We’re not going to chase all the pieces,” Brian Bernstein explains. “We’re not an all the pieces firm… We’re not going to do licenses, and we’re going to remain true to who we’re and what we stand for.”

However toys are solely a part of the story.

A MENTAL HEALTH MISSION

At the start, Jasey’s Toy Chest is utilizing its merchandise to teach and lift consciousness for youth psychological well being. This mission influences all the pieces from its product design to its packaging, which options the inexperienced ribbon for psychological well being alongside Jason’s favourite orange hat. The Bernsteins misplaced Jason to suicide in 2019 following greater than a decade of psychological well being struggles.

Based in honor of the Bernsteins’ late son, Jason, Jasey’s Toy Chest is a proud accomplice of The Youngsters Psychological Well being Basis and the JED Basis. | Supply: Jasey’s Toy Chest/The Toy E-book

Constructing on its mission, Jasey’s Toy Chest is an energetic Company Collective accomplice of The Kids Mental Health Foundation (KMHF), the nation’s main kids’s psychological well being motion, based and created by Nationwide Kids’s Hospital, one of many “Greatest Kids’s Hospitals for Pediatric & Adolescent Behavioral Well being,” in response to U.S News & World Report.

The model already makes common monetary donations to the nonprofit and collaborates with KMHF consultants to create customized content material to accompany its toys. These assets embrace play prompts and common steering for navigating frustration, problem-solving, and emotional expression whereas enjoying with the toys.

“Usually, mental health is just considered when there’s a priority or disaster,” says Dr. Ariana Hoet, Govt Scientific Director of KMHF. “Nonetheless, we would like everybody to consider prevention and promotion — we have to construct each day habits that assist psychological wellness… just some minutes of purposeful play a day could make a distinction.”

Jasey’s Toy Chest additionally companions with The JED Foundation to assist emotional well being and suicide prevention for teenagers and younger adults.

BIG APPLE. BIG FUTURE.

As they put together to share their story with the world at Toy Truthful, the Bernsteins are already looking forward to Jasey’s Toy Chest’s future, aiming to achieve 60 SKUs by the tip of 2026. However most of all, the Bernsteins need guests at Sales space No. 6404 to see the care, intention, and coronary heart which have gone into creating Jasey’s Toy Chest.

“I’m not saying to purchase our toys as a result of they’re the one toys which might be good for psychological well being growth. That’s not true,” Brian Bernstein says. “However the extra folks discuss youth psychological well being, and the extra that it will get destigmatized, the much less folks will really feel alone.”

4-IN-1 LEARN & PLAY PACK

This four-in-one studying set helps construct early abilities with alphabet playing cards, a sensible tie-my-shoe board, double-sided dominoes, and a instructing clock, all in sturdy, gift-ready packaging.