CEO: Selling US Toy allows family owners to refocus on innovative early childhood learning tools

Selling the family-owned US Toy business — a brand that became a household name over its 70-year run — allows its third-generation ownership to shift their full attention to a sister company that serves the early childhood industry with STEM resources, classroom furniture, playground equipment, and more, said Seth Freiden.

Seth Freiden, Constructive Playthings

Constructive Playthings, led today by Freiden as CEO, was founded in 1953 by the same family of owners who launched US Toy, running the twin businesses parallel until the recently announced sale of the toy divisions to Chicago-based Windy City Novelties, Inc.

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

“We have always maintained a dedicated team for Constructive Playthings,” said Freiden, who is among the third generation of owners. “Post transition, we will refocus all efforts toward continuing to develop and source the highest quality educational products for indoor/outdoor preschool classroom learning.”

Click here to learn more about Constructive Playthings, which provides innovative teacher resources, high quality furniture, playgrounds, and durable learning products developed by teachers for teachers.

The US Toy brand is expected to live on through Windy City, the companies said previously, relying heavily on the foundations built for the business, known for its wide range of bulk, seasonal assortment, impulse and specialty toys, as well as party favors.

“Thankfully, the majority of our existing team (local staff) will remain, and only a handful of team members transitioned to Windy City Novelties continuing their pre-existing duties by working remotely,” Freiden said.

The US Toy warehouse facility in Grandview, which will soon have 200,000 square feet of space available for rent; image courtesy of Seth Freiden, Constructive Playthings | Click here for more on the available space

With US Toy’s product distribution moving to Chicago as part of the Windy City acquisition, an existing warehouse facility in Grandview will soon have 200,000 square feet of space available for rent.

“Fortunately, our total facility is quite large at 600,000 square feet, and built in a way that supports subdivided space for rental,” Freiden said. “Actually, we already have warehouse tenants occupying part of the facility, and look forward to finding another large tenant to occupy this newly available space.”

The Pump IT Up — and the US Toy Gift Shop inside — are expected to continue operations at 8510 W. 135th St. in Overland Park; photo by Nikki Overfelt Chifalu, Startland News

Separately, Pump IT Up, a kids birthday party business at 8510 W. 135th St. in Overland Park that Freiden also owns, is expected to continue forward without interruption, he said.

“The US Toy gift shop concept inside that facility will also continue with some tweaks,” Freiden added. “We are considering the addition of a small arcade in back, and will add more ‘treasure hunt’ bargain buys to the US Toy product mix already being sold today.”

The location’s “US Toy” birthday gift registry will still be available for party hosts/attendees making it easy for gift giving, he added.

“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.