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.