Where Play Meets Purpose: Jasey’s Toy Chest

To Brian and Lauren Bernstein, Toy Fair 2026 represents both a familiar milestone and a fresh start. After two decades surrounded by toys, the family is making its big return to the industry with an all-new venture: Jasey’s Toy Chest.

Founded and run by the Bernsteins, Jasey’s Toy Chest first launched at the winter shows in Dallas and Atlanta, and it’s making its official global debut at Toy Fair New York. The early childhood brand was created in honor of their late son, Jason (“Jasey”), to help families connect, communicate, and better understand one another through the power of everyday play.

“[We wanted] to do something that really felt like us, that was authentic, and that we cared about,” Brian Bernstein says. “[Something] that we could use as a tribute to Jason, but then also to help other people.”

Toys have always been a major part of the Bernsteins’ everyday life, both professionally and as parents. Brian spent 21 years shaping the wooden toy aisle with his brother, Doug, and sister-in-law, Melissa, at Melissa & Doug, while Lauren, who co-founded the company with Brian, has dedicated three decades to teaching and music education. These experiences gave the Bernsteins unique insight into the many long-term benefits of creativity and shared play, values now ingrained in Jasey’s Toy Chest.

“I watched how music… could really increase [kids’] focus, their resilience, frustration level — it’s helpful in all kinds of learning ways,” Lauren Bernstein says. “Play is the same thing, and I think that whatever you’re doing in life, there should be a certain amount of enjoyment in it.”

For product sourcing and design assistance, the Bernsteins tapped into the expertise of Early Learning Centre, a U.K.-based toy company under the Addo Play umbrella. The Bernsteins were there every step of the way, collaborating with the U.K. team to ensure each item aligned with their philosophy, while meeting the expectations of modern families and retail partners.

The initial launch includes 47 toys made primarily from FSC-certified wood, spanning seven categories including puzzles, blocks, pretend playsets, train sets, and other early learning toys. Rather than following trends or overstuffing its catalogue, the Bernsteins took a more intentional approach to the line, prioritizing storytelling, developmental benefits, sustainability, accessibility, and how families actually use toys at home.

“We’re not going to chase everything,” Brian Bernstein explains. “We’re not an everything company… We’re not going to do licenses, and we’re going to stay true to who we are and what we stand for.”

But toys are only part of the story.

First and foremost, Jasey’s Toy Chest is using its products to educate and raise awareness for youth mental health. This mission influences everything from its product design to its packaging, which features the green ribbon for mental health alongside Jason’s favorite orange hat. The Bernsteins lost Jason to suicide in 2019 following more than a decade of mental health struggles.

Building on its mission, Jasey’s Toy Chest is an active Corporate Collective partner of The Kids Mental Health Foundation (KMHF), the nation’s leading children’s mental health movement, founded and created by Nationwide Children’s Hospital, one of the “Best Children’s Hospitals for Pediatric & Adolescent Behavioral Health,” according to U.S News & World Report.

The brand already makes regular financial donations to the nonprofit and collaborates with KMHF experts to create custom content to accompany its toys. These resources include play prompts and general guidance for navigating frustration, problem-solving, and emotional expression while playing with the toys.

“Often, mental health is only thought of when there’s a concern or crisis,” says Dr. Ariana Hoet, Executive Clinical Director of KMHF. “However, we want everyone to think about prevention and promotion — we need to build daily habits that support mental wellness… just a few minutes of purposeful play a day can make a difference.”

Jasey’s Toy Chest also partners with The JED Foundation to support emotional health and suicide prevention for teens and young adults.

As they prepare to share their story with the world at Toy Fair, the Bernsteins are already looking ahead to Jasey’s Toy Chest’s future, aiming to reach 60 SKUs by the end of 2026. But most of all, the Bernsteins want visitors at Booth No. 6404 to see the care, intention, and heart that have gone into creating Jasey’s Toy Chest.

“I’m not saying to buy our toys because they’re the only toys that are good for mental health development. That’s not true,” Brian Bernstein says. “But the more people talk about youth mental health, and the more that it gets destigmatized, the less people will feel alone.”

A version of this feature first appeared in the 2026 edition of The BIG Toy Book. Read the full issue here!

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