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Melissa & Doug Unveils First Toy Store

Preschool toy brand Melissa & Doug has made its brick-and-mortar debut at The Westchester, an upscale shopping mall in White Plains, New York.

The 1,600sq ft store was designed by Nelson Worldwide and features a number of unique features that further the brand’s mission “to ignite imagination”. Melissa & Doug’s products include pretend play sets, learning toys, baby and toddler products, puzzles and arts & crafts.

The space features a range of the brand’s toys, from bestsellers to newly-released items. Showcased in prominent display pedestals topped with acrylic covers, toys are outside of their boxes, giving shoppers a close-up view. Customers can engage with the products throughout, such as in a spot where kids can measure how many “scoops of ice cream” tall they are.

Wooden puzzle-inspired fixtures fill the perimeter; while graphics enliven the walls add to the playful atmosphere. The Fresh Mart section of the store transports kids into a real-life supermarket, while allowing adults to envision what one of Melissa & Doug’s larger play centres could look like in their home. A few of the play centres are displayed throughout, with cut-outs of kids demonstrating how children can interact with them.