![]() Tech is the future, they’d say, but Melissa & Doug was, and still is, inspired by the past. ![]() Since the early days of the Bernsteins’ business, those in the toy industry told them they’d fail if their products didn’t keep up with the times. The company focuses on imaginative play that mimics real life, via wooden vehicles and play-food sets. Instead, the toys stack, crinkle, push, pull, and spin. Independently owned and operated by husband-and-wife team Melissa and Doug Bernstein, the company makes products that don’t require batteries, or make automated sounds, or produce flashing lights. These toys were all made by Melissa & Doug, a 30-year-old American toy brand. There was a train made of stackable blocks for pretend traveling, an ice cream parlor set with mix-and-match scoops and cones for pretend eating, and a mini broom and mop for pretend cleaning. Peppered in among all these super-commercial products was a different kind of Amazon best-seller: simple, colorful, wooden toys. In typical Amazon fashion, the catalog also featured tech and gadgets, like its own Echo Dot Kids smart speaker and items from Bose, Xbox, PlayStation, and Nintendo. There were lots of toys from Hollywood franchises, too - The Incredibles, The Avengers, Harry Potter. The colorful booklet was filled with the usual suspects: Mattel’s Barbie and Hotwheels, Hasbro’s Play-Doh and Monopoly, plenty of Lego sets. ![]() Earlier this fall, just ahead of the holiday season, Amazon mailed a catalog of its best-selling toys to some 20 million customers.
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