Company Category: Costumes / Role Play

Jasey’s Toy Chest is a new brand of wooden developmental toys for children ages 1 to 5, founded by Brian Bernstein, who spent 21 years as a senior leader at Melissa & Doug helping build the brand during its specialty-focused growth era. Our debut collection of 47 products has earned 5 Oppenheim Toy Portfolio Gold Seal awards, and all wooden and paper components are made from FSC®-certified materials. Nearly 90% of the line is priced under $30 suggested retail (42 of 47 products), making high-quality developmental toys accessible to more families. The collection was designed in collaboration with Early Learning Centre (ELC), the beloved British educational toy brand with a heritage dating back to 1974. Our debut line brings together ELC classics adapted for U.S. families and new products inspired by the same 50-year heritage of learning through play, Brian’s over 21 years in preschool developmental toys at Melissa & Doug, and Lauren’s 30+ years as a piano teacher for young children. Jasey’s is built for the specialty channel. We believe in supporting our retail partners with a disciplined pricing structure and distribution approach so they can feel proud to carry our products and support our youth mental health mission, and so they can build a sustainable, profitable business with our brand. Brian and his wife Lauren founded Jasey’s Toy Chest in loving memory of their son Jason (“Jasey”). At Jasey’s, mental health advocacy is foundational, not a campaign. Jasey’s Toy Chest is The Kids Mental Health Foundation’s (KMHF) partner in the preschool and early childhood toy category. KMHF is the nation’s leading organization in youth mental health, founded by Nationwide Children’s Hospital, ranked #1 in the U.S. for pediatric behavioral health by U.S. News & World Report. We also partner with The Jed Foundation (JED), the nation’s leading organization dedicated to young adult mental health, which protects emotional health and prevents suicide for teens and young adults across the United States. Together, these partnerships reflect our commitment to mental wellness from the earliest years through young adulthood. The collection features wooden puzzles, building blocks, toddler activity toys, trains and vehicles, pretend play sets, and a select range of cardboard puzzles. Each is thoughtfully designed to support early childhood learning through hands-on, screen-free play, building fine motor skills, hand-eye coordination, problem-solving, creativity, language development, and social-emotional skills. Whether sawing wood planks on the On-the-Go Wooden Workbench (which converts from a walker for 12-month-olds to a standalone activity center for 2+), placing the friendly lion atop a colorful tower with the Wooden Shape & Animal Blocks, or checking a friend’s heartbeat with the Wooden Little Doc’s Medical Kit, these are giftable toys that invite learning and shared moments of connection, toys children return to again and again. At its heart, Jasey’s Toy Chest is about celebrating childhood through simple, meaningful play, creating moments of connection that bring children and the people who love them closer together. Built for Magical Moments. Made for a Lifetime of Memories. | Jasey’s Toy Chest is a new toy company launching with 47 beautifully designed developmental toys for children ages 1–5. The debut collection features wooden puzzles, building blocks, toddler activity toys, trains and vehicles, pretend play sets, and a select range of cardboard puzzles—each thoughtfully designed to support early childhood learning through hands-on, screen-free play. Founded by Brian Bernstein, a 21-year veteran of Melissa & Doug who helped grow the company from a small family startup into a global brand, Jasey’s Toy Chest brings deep industry expertise to a new generation of developmental toys. Brian and his wife Lauren created the company in loving memory of their son Jason (“Jasey”), combining decades of experience with an authentic mission to support youth mental health. The launch collection was created in collaboration with Early Learning Centre (ELC), the beloved British educational toy brand with a heritage dating back to 1974. This partnership combines ELC’s 50-year heritage of learning through play with Brian’s deep expertise in what resonates with U.S. consumers—together adapting beloved British designs and developing new products specifically for families across the U.S. Our toys help build fine motor skills, hand-eye coordination, problem-solving, creativity, language development, and social-emotional skills. Whether it’s sawing wood planks on the On-the-Go Wooden Workbench (which converts from a walker for 12-month-olds to a standalone activity center for 2+), placing the friendly lion atop a colorful tower with the Wooden Shape & Animal Blocks, or checking a friend’s heartbeat with the Wooden Little Doc’s Medical Kit, these are giftable toys that invite learning and shared moments of connection—toys children return to again and again. Quality and value are central to everything we make. Nearly 90% of our collection is priced under $30 (42 of 47 products), and all wooden and paper components are made from FSC®-certified materials. We work with partners who share our commitment to safety, quality, and environmental responsibility. At Jasey’s Toy Chest, mental health advocacy is foundational—not a campaign. We partner with The Kids Mental Health Foundation (KMHF) and The Jed Foundation (JED), two leading nonprofits supporting mental wellness from the earliest years through young adulthood. This commitment reflects our belief that joyful play and emotional well-being are deeply connected. At its heart, Jasey’s Toy Chest is about celebrating childhood through simple, meaningful play—creating moments of connection that bring children and the people who love them closer together. Built for Magical Moments. Made for a Lifetime of Memories.