First Look: Melissa & Doug opens first brick-and-mortar toy store

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

The 1,600-sq.-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 closeup 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 centers could look like in their home. A few of the play centers are displayed throughout, with cutouts of kids demonstrating how children can interact with them.

Nelson drew from primary and secondary color palettes, light tones of green, blue, and purple create a vibrant environment where the Melissa & Doug brand comes to life through graphics.

Based in Wilton, Conn., Melissa & Doug has been in business for 36 years.

This ad will auto-close in 10 seconds