Family-owned US Toy sells to Chicago-based novelty retailer; new owner pledges continued innovation

The strategic acquisition of a 70-year-old Grandview company that has become a household name for its novelty toys is expected to fuel its new owner’s ability to meet the evolving needs of modern-day customers.

Chicago-based Windy City Novelties, Inc. announced the deal with US Toy this week, though financial details were not disclosed. Founded in 1953, US Toy is a family-owned business known for its wide range of bulk, seasonal assortment, impulse and specialty toys, as well as party favors.

The business operated on Troost Avenue before moving its retail space to State Line Road for more than 40 years, then relocating in 2019 to a shopping center at 119th Street and Metcalf Avenue in Overland Park. That store closed in 2022, followed by a new venture in 2023 — a retail space paired with a Pump It Up children’s party place franchise owned by Seth Freiden, US Toy’s then-CEO and third-generation co-owner — on 135th Street in south Johnson County.

The US Toy gift shop storefront at 8510 W. 135th St. is expected to continue “with some tweaks,” Freiden told Startland News, noting Pump IT Up’s operations will move forward without interruption.

“I’ve been a fan of US Toy and what their family has built for years now,” said Jeffrey Schrimmer, second-generation president of Windy City Novelties. “The acquisition of US Toy aligns perfectly with our mission to provide fun and innovative products that bring joy to every celebration.” 

This acquisition strengthens Windy City Novelties’ position as a key player in the party and novelty sector, expanding its product offerings and customer base while providing the US Toy family with a continued strong foundation focused on growth and customer excitement, the companies said in a press release.

For decades, US Toy/Constructive Playthings operated in two distinct industries: novelty/party and early childhood education. While the US Toy brand is being acquired by Windy City, its pre-existing, third-generation family ownership will continue managing and operating the independent Constructive Playthings brand.

“Ultimately, this US Toy transaction was about setting that brand up for success well into the future, and refocusing our team back onto the Constructive Playthings brand,” Freiden said.

RELATED: CEO says selling US Toy allows family owners to refocus on innovative early childhood learning tools

The US Toy Commercial division will continue to be led by Jack Rollin and Don Dewitt, while company veterans Doug Bordegon, Bill Bordegon, and Jeff Bunkowske are expected to remain in charge of the Specialty Toy Division.

“I am never a fan of change but this one seems to be a no-brainer,” said Bunkowske. “The Windy City team and assortment will only add to the already amazing things we have done here and continue to allow us to grow in the market and offer even better service for our customers.”

Buoyed by the combined forces of the two brands, Windy City Novelties is poised for significant growth, Schrimmer said, noting the acquisition is expected to open up new opportunities in both the retail and online marketplaces.

And by maintaining the independent nature of each division, both will benefit from the combined scale of the new company, he added.

Doug Bordegon, who along with his father, Bill, helped launch the Specialty Toy Division in 2019, reflected on LinkedIn this week about the “unbelievable reality show-like experience” that came with building the business.

“With this transition to Windy City, our objectives don’t change, but our ability to achieve them improves substantially,” Bordegon said in the post.