Fun for All: Toys, games and puzzles that encourage screen-free fun
GAMES THAT ROCK
Silver Streak, a wholesaler offering over 1,000 SKUs in natural minerals, gemstone gifts and more, carries two games called HemaFight! and HemaFight! Extreme, which are trademarked and exclusively sold by Silver Streak.
The games allow players to work with the north/ south poles of the magnetic pieces in order not attract the pieces hitting each other but instead repelling each other. Roger Booth, co-cowner of Silver Streak, said these games are both family fun and exciting but they also have a scientific learning component with the Hematite magnets.
“We like our games because the whole family can play, each game is short, the games are exciting and the educational value is important,” he said.
HemaFight! and HemaFight! Extreme were more popular than they imagined with the amount of reorders the wholesaler received. Games are a great potential revenue stream for a retailer and can make great impulse gifts.
“It’s such a simple game to play — it can be loud and exciting as well having that educational component of working with magnets,” Booth said.
As parents look to reduce screentime — both for their kids and themselves — many are gravitating toward high-quality toys, games and puzzles.
Tina Weldon, “creator of all things” at GooseWaddle, said parents are looking for toys that are fun, educational and promote cognitive development and creativity. There is also a growing demand for eco-friendly and sustainable materials as more consumers become conscious of the environmental impact of their purchases.
“We’ve also seen a continued desire for classic, tactile toys like plush animals and building sets over purely digital experiences,” she said. “Customers are looking for products that offer a sense of nostalgia and comfort, but are also educational and promote healthy development.”
Here, four wholesalers dive into what’s new and how consumers are looking for toys, games and puzzles that encourage less time in front of a screen.
JUST FOR KIDS
GooseWaddle’s toy offerings are geared toward babies and younger children and include everything from teethers, rattles, plush and books. Some of Goosewaddle’s bestsellers include baby and toddler blankets and super-soft plush toys in larger characters like Waddles the Goose, Basil Bear, Oxford Puppy and Poppy Elephant.
Its newest toys include a set of mini plush and coordinating books. Each mini plush — with names like Darby Dino, Rosie Rabbit and Cleo Unicorn — has an accompanying storybook that features the character as they navigate toddler topics such as trying new foods, making friends, sensory processing and handling big emotions.
“Our products provide a sense of comfort and security, which is so important during those early years,” Weldon said. “They also encourage imaginative and creative play, helping to foster essential life skills. Furthermore, our plush toys can become a child’s cherished companion, offering emotional support and a source of comfort for years to come.”
As the creator behind GooseWaddle, Weldon’s journey as a mom of a child with autism and sensory processing disorder has profoundly shaped the development of the company’s products. Drawing from her personal experiences, she designed each item with a deep understanding of the sensory needs and comforts that matter most to families like hers.
“Our creations are not only uniquely soft and luxurious but are thoughtfully crafted to support your child’s development,” she said. “By blending comfort with functionality, we aim to provide products that bring both joy and ease to everyday life, ensuring that every piece of Goosewaddle is a testament to care, empathy and the pursuit of sensory harmony.”
From elegantly dressed dolls to whimsical animal friends and imaginative playsets, Mon Ami’s toys and games blend timeless European charm with irresistible softness — creating a touch of magic in each piece.
“Designed as keepsakes and companions, our creations inspire wonder, play and a little everyday enchantment,” said Sara Fulmer, CEO, CCO and co-founder of Mon Ami.
Mon Ami aims for each creation to feel like a work of art wrapped in softness. The company offers a signature blend of French-inspired design, heirloom- quality craftsmanship and a sense of whimsy. Each piece is thoughtfully imagined in its studio, with delicate details — like delicate embroidery, unique textures and soft, harmonious colors — that make its plush toys as beautiful to display as they are to cuddle.
Some of Mon Ami’s bestsellers include its dressed dolls and whimsical animal friends like geese, puppies and pastel dinosaurs, along with plush baby essentials such as security blankets and musical mobiles.
“We don’t just make toys; we create keepsakes that spark imagination, inspire storytelling and bring a little touch of Parisian charm into everyday life,” Fulmer said.
The toy market is moving in a direction that balances traditional, screen-free play with smart, innovative designs, Weldon said.
“Consumers are looking for high-quality products that will last and can be passed down,” she said.
Additionally, there is also a clear shift in consumer preference toward items that are not just for entertainment, but also for developmental growth and emotional comfort.
“Parents want toys that help their children learn, build confidence and express their emotions, which is why we’ve focused on creating products that do just that, from our board books to our plush characters,” Weldon said.
PUZZLES: SCREEN-FREE FUN
Beyond plush, JaNisha Cobbs, integrated marketing coordinator at New York Puzzle Co., said puzzles provide more than entertainment. They are a mindful, calming activity that helps people slow down, reduce stress and connect with others.
“The puzzle market continues to grow as consumers seek screen-free activities and creative ways to spend time alone or with family,” she said. “Consumers are looking for puzzles that feel special, giftable and connected to art or storytelling rather than generic imagery.”
New York Puzzle Co. has noticed customers are increasingly seeking artwork that they can connect with personally — whether it’s nostalgic illustrations, memorable destinations or bold art, Cobbs said.
New York Puzzle Company offers a wide range of jigsaw puzzles and gift items, such as mini puzzles, mugs and playing cards. Each year, the company debuts new titles across its bestselling collections: The New Yorker magazine, Harry Potter and other licensed lines as well as exclusive collaborations with independent artists like Loré Pemberton and Peter de Sève.
Cobbs said recurring bestsellers include The New Yorker magazine puzzles, with witty and iconic covers, and Loré Pemberton’s cozy, homestyle illustrations that resonate strongly with customers.
New York Puzzle Co. aims for puzzles to be an elevated experience: beautiful, sturdy and designed to be enjoyed again and again. All of the company’s puzzles are made in the U.S. using high-quality materials while supporting artists through every collection it produces, according to the company.
“This combination of craftsmanship, artistry and storytelling sets us apart,” Cobbs said.
New to the puzzle market, ellembee gift — known for its witty gift items such as kitchen towels, sticky notes and more — debuted its puzzle collection in March and now offers 14 puzzles.
Lisa Wiley, president of ellembee gift, said the company is always looking for new product ideas. The ellembee gift team did not see puzzles with funny sayings being sold in the market, so they thought it was a way the company could stand out among its competitors. Plus, the entire ellembee gift team loves doing puzzles — so it just made sense, she said.
The puzzles are designed by women and made in the U.S. from a high-quality, matte-finish paperboard.
“Not only are the drawings beautiful, but the sassy sayings on them make for the perfect gift,” Wiley said.
To her, the best part of ellembee gift puzzles is that many of the styles feature its warehouse dogs. Five dogs come to work with their owners every day, which led them to be featured in several puzzle designs with caricatures of each dog on the back of the boxes.
“Puzzles are a timeless gift that are enjoyed by so many generations,” Wiley said. “Our puzzles are a fun yet functional gift that are relatable to so many.”
PLAY FOR ALL AGES
Kids aren’t the only ones having fun — wholesalers are expanding into plush, puzzles and other toys designed for adults, too.
Fulmer said Mon Ami has seen firsthand that plush toys are no longer just for children — they’ve become cherished collectibles for adults. From whimsical food characters to charming plants and fanciful animals, plush brings joy, comfort and a touch of personality to any space.
“Adults love the nostalgia, the artistry and the way these pieces can brighten a desk, sofa or shelf,” she said. “Plush has truly evolved into a form of self- expression, and we’re delighted to create designs that speak to every age, style and season of life.”
Retailers carrying toys and games from Mon Ami offer more to customers than just playthings — they present moments of joy, comfort and connection, Fulmer said. Mon Ami’s products are also made to be gift-ready — perfect for baby showers, birthdays and special occasions.
“By adding our toys and games to your offerings, you’re giving consumers keepsakes that blend timeless charm, quality craftsmanship and a little everyday magic,” she said.
Puzzles are also thoughtful, versatile gifts for any age group or occasion, which makes them a strong category for retailers to carry, Cobbs said. There is also a rising interest in puzzles as collectible gifts, especially formats like Advent calendars and themed bundles.
“We believe the market will keep moving toward art-driven, premium puzzles with formats that surprise and delight,” she said.
