One of the biggest questions we’re asked is what it’s really like doing business in the United States.
From the outside, it’s easy to see the US market as one enormous opportunity. The reality, however, is much more complex. One of the biggest lessons we’ve learned at Jellystone Designs is that the US isn’t one market, but a collection of different channels, regions, retailers and relationships, all operating in their own unique way.
Over the last two years, we’ve been fortunate to build our presence across a variety of channels, from specialty toy stores and education suppliers to department stores such as Nordstrom. Each channel has its own priorities, customer base and path to success, meaning there is rarely a one-size-fits-all approach. Along the way, we’ve encountered plenty of surprises, taken a few wrong turns and learned the importance of adapting quickly.
Perhaps the biggest surprise has been just how relationship-driven the market is. While all business is built on relationships, the US specialty toy industry takes this to another level. Success often comes down to trust, consistency and showing up over time. Buyers are buyers, regardless of channel, and the strongest partnerships are built by understanding their needs and meeting them where they are.
This has shaped our approach to the market. Rather than relying on a single distribution model, we’ve adopted a hybrid strategy. In the specialty channel, we partner with Glo Pals, a brand we proudly distribute in Australia. Their established network and expertise help us navigate a fragmented and relationship-focused channel, while we continue to manage opportunities across education, department store and mass retail channels directly.
Claire Behrmann
Events such as ASTRA Marketplace & Academy reinforce the importance of these relationships, creating opportunities for retailers, manufacturers and industry partners to connect, learn and share ideas. We’ve also benefited from initiatives like Toys Down Under, led by Brave Toys, which have fostered collaboration among Australian brands entering the US market.
At the same time, growing awareness of initiatives such as MESH accreditation highlights retailers’ increasing focus on products that support children’s mental, emotional and social wellbeing.
If there’s one lesson we’ve learned, it’s that success in the US isn’t about flicking a switch. It’s about building relationships, finding the right partners, understanding different channels and celebrating the small wins that gradually build momentum in a market full of opportunity.
This article also appeared in Edition 21 of The Toy Universe Magazine
