TheNewToy.com Curated Toy Shop

When Less Is Way More Fun

new toy!

The only thing more overwhelming to parents than their kid in a candy store is their kid in a toy store.

Which is why we love the meltdown-free premise of The New Toy, a recently launched webshop that streamlines playtime purchases down to one fabulous pick a week. Father and son partners Mike and James Geisen use their experience from the family’s suburban Chicago toy hotspot to thoughtfully select toys to showcase online.

Darling video demos accompany each product; webisodes of kids playing with the recommended whatchamacallit show it in action before it arrives at your house. Sign up for their e-mail, and they’ll let you know every time a new toy is in stock — which is never more than once every seven days.

After all, everything in moderation.

Available online at thenewtoy.com.

this week’s kids deal!

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Photos: George Doyle / Getty Images; Courtesy of Umi Children’s Shoes