6 Toy Makers Who Found a Gap in the Industry Will Show Off Their Wares at ASTRA

Plush, fidget spinners, puzzles. These toys have been filling customers’ carts for years. Toys and kids’ gifts — and even kidult collectibles — have been top performers for toy and gift retailers alike, tapping into consumers’ playful side. And while the aforementioned products are popular, retailers have “been there, done that.” This week’s ASTRA show, running June 5-8 in Milwaukee, Wis., will showcase a plethora of new toys, including the inventions of these six toy makers who have found a gap in the industry.

ByYQ Kids: Multicultural Books and Toys

Founded by Yobe Q, ByYQ Kids makes toys influenced by cultural touchpoints. Its signature product is the Dim Sum Walker, a push toy that doubles as a dim sum cart complete with felt food add-ons. Yobe has a background in education and saw a gap in toys that capture cultural storytelling and movement for young kids. Not only do the brand’s toys help exercise children’s muscles, but they’ve also captured digital audiences looking for more diverse toys in the market. The Dim Sum push cart alone went viral on TikTok and sold out four times before ever hitting retail.

Playcor: Sensory Toys that Double as Decor

Founded by Courtney Smithee, a mother of three with a background in architecture and interior design, Playcor makes stylish, playable decor that offers sensory play for little ones and visual appeal for adults.

Smithee says her journey began with countless days watching her kids explore the world in the living room, “a space that quickly transformed into a rainbow of mismatched toys.”

“As much as I cherished their curiosity and imagination, part of me missed my carefully curated décor, pieces I had to tuck away because they weren’t exactly child-friendly,” she said. That’s what inspired her  to create a line of “playable decor.” The pieces, while visually appealing, are inspired by the Montessori approach of creating an environment that fosters independence, curiosity and hands-on learning.

The company makes such innovative pieces as the Scalloped Rattle Bowl and Wooden Sensory Balls set, made of natural wood and food-grade silicone, a Play and Display Book, a Flashcard Faux Coffee Table Book, Chain Link Teether and Stack and Learn Coasters.

Flexlings: Fidgets Made in America

Founded by Greg and Katie Saaidiifar, Flexlings makes collectible fidgets out of its facility in Virginia. Each Flexling is a designer fidget collectible — going far beyond the traditional fidget spinner — and there are seven themed universes to collect: Dinolings, Mythlings, Buglings, Woodlings, Winglings, Zoolings, and Farmlings, plus Glow Editions.

Nanimal World: Buildable Plush

Founded by Rosalind Carnes, a designer, author and illustrator, Nanimal was created to give kids a way to invent their own creatures. The toys feature interchangeable parts — head, body and tail pieces — so kids can mix and match to build their own mythological animals. The debut set is an Under the Sea 3-Pack featuring a narwhal, a lobster and a squid.

Design Laughter: DIY Fort Kits

Forget ordinary cardboard boxes. Design Laughter allows kids to take their creativity to the next level with its line of modular cardboard building kits. Founded by Carrie Shaked, an architect and mother of three who grew up in the Midwest building imaginary worlds outdoors, the kits aid kids in the construction of forts, castles, tunnels and hideouts in their own homes. The Dwellings Basic Builder Kit includes 52 panels, braces, hooks and a storage box.

DCraftSource: Special Occasion Stationery Kits

Founded by Durratussharaf Rampurwala, DCraftSource makes stationery kits that are reusable. Rampurwala built the line around the idea that crafting together creates real family connection. Her kits are reusable, stamp-based card-making sets for special occasions, including birthdays and holidays. Each kit includes wooden stamps, blank cards, envelopes, colored pencils, ink and a sticker book. There are kits for multiple holidays, including Diwali, giving them broad appeal.

Buyers can find all six first-time toy brands in the Toy Coach Booth at ASTRA (Booth #435), or follow up after the show.