Note: The company and some secondary sources variously refer to the founding year as 1978 or 1979; Manhattan Toy’s own current history identifies 1978 as the founding year.[2]

Foundation: 1978

Manhattan Toy was established in New York City in 1978 by Francis Goldwyn, a member of the Goldwyn family of Hollywood fame. Rather than beginning with conventional hard plastic toys, the company gained attention through a distinctive understuffed, floppy plush dinosaur. Its unusual construction and soft, expressive character helped differentiate the young company from more traditional toy manufacturers.[3]

Goldwyn’s philosophy was to create toys that appealed simultaneously to children and their parents, with an emphasis on classic play value rather than disposable trends. This philosophy became an important part of Manhattan Toy’s later identity.

Development of the brand

During the 1980s and 1990s, Manhattan Toy expanded beyond its original plush products. It became particularly associated with specialty-store toys, developmental products, dolls, stuffed animals, and imaginative-play products. Its strategy differed from that of huge mass-market manufacturers by concentrating heavily on distinctive designs and specialty retail.[4]

The company’s design philosophy also evolved toward what it describes as developmental play—toys designed to provide age-appropriate challenges and encourage children to explore, manipulate, imagine, and interact.

Move to Minneapolis

After changing ownership, Manhattan Toy moved from New York to Minneapolis, Minnesota. The company has operated there for decades; Manhattan Toy itself describes the move as going from the “Big Apple” to the “Mini-Apple.” A company profile notes that the move to Minneapolis occurred in 1991.[5]

The Minneapolis location became particularly important to the company’s creative identity. Its design team has been described as a relatively small creative group that develops products through hands-on experimentation, trend research, and observation of children playing with prototypes.[6]

A central characteristic of Manhattan Toy is its emphasis on play as a developmental experience, rather than simply entertainment.

The company argues that play contributes to children’s cognitive, emotional, and social development, and therefore designs products intended to provide appropriate challenges at different stages of childhood.[7]

Its design philosophy can broadly be summarized as:

• Imagination over electronics
• Open-ended play
• Age-appropriate developmental challenges
• Hands-on interaction
• Social and emotional development
• Fine- and gross-motor development
• Durable, visually distinctive designs

The company’s own description of its original products emphasizes imaginative storytelling, creative problem solving, motor development, independent exploration, and social play.[8]

This positioning has given Manhattan Toy a somewhat different identity from large toy conglomerates whose portfolios are dominated by licensed entertainment properties, electronic toys, or highly structured games.

Infant and baby toys

Baby products have become one of Manhattan Toy’s most recognizable areas.

The portfolio includes:

• Rattles
• Teethers
• Sensory toys
• Soft books
• Activity toys
• Developmental toys
• Stroller and travel toys
• Mirrors
• Grasping toys
• Early-learning products

Among its recognizable developmental products are Winkel, Skwish, Whoozit, and products in the Wimmer-Ferguson range.[9]

These products generally emphasize tactile exploration, grasping, manipulation, visual stimulation, and cause-and-effect learning.

Plush toys

Plush has remained part of Manhattan Toy’s identity since the company’s earliest days.

The original company’s breakthrough came from its unusual floppy dinosaur, and plush products remain an important part of its portfolio. The company continues to produce soft animals, characters, dolls, and other plush companions.[10]

Dolls

Dolls are another major category, particularly through lines such as Baby Stella and Groovy Girls.

Baby Stella is positioned as a soft doll range intended to support imaginative and nurturing play. Manhattan Toy has also historically used its dolls to promote themes such as friendship, individuality, and self-expression.[11]

One of Manhattan Toy’s most historically significant brands is Groovy Girls, a soft-doll line launched in 1998.

The original collection consisted of dolls including Liza, Lucy, Lexi, and Lupé. The concept was deliberately positioned as an alternative to conventional fashion dolls, emphasizing friendship, individuality, imagination, and soft construction.[12]

The line expanded beyond dolls into:

• Clothing
• Furniture
• Pets
• Accessories
• Creative kits
• Role-play products

By the early 2000s, Groovy Girls had become a major Manhattan Toy success and received industry recognition, including Girl Toy of the Year and Specialty Toy of the Year awards from The Toy Association.[13]

Groovy Girls revival

Groovy Girls eventually disappeared from the market around 2018, but Manhattan Toy revived the brand in 2026, responding partly to demand from former fans and the renewed popularity of nostalgic, non-electronic play.[10]

The new generation debuted at the 2026 International Toy Fair New York and introduced redesigned soft dolls with features such as magnetic hands, yarn hair, and removable clothing. The revived collection includes characters such as Iris, Daisy, Rose, Saige, and Poppy.[14]

This revival is significant because it illustrates how Manhattan Toy has attempted to combine nostalgia with contemporary design and developmental play.

Some of the names associated with Manhattan Toy over its history include:

Whoozit

A colorful developmental character and activity-toy line aimed particularly at babies. It became one of Manhattan Toy’s recognizable developmental-play products.

Skwish

A distinctive wooden-and-elastic developmental toy characterized by its geometric construction and ability to compress and reshape. It became one of the company’s signature baby products.[15]

Winkel

A well-known developmental rattle/teether featuring a distinctive network of flexible plastic loops. Manhattan Toy holds trademark rights for the Winkel name and has long included it among its signature products.

Wimmer-Ferguson

A developmental range associated with high-contrast visual stimulation for infants. It represents Manhattan Toy’s emphasis on products designed around early developmental stages.

Baby Stella

A soft-doll collection designed for young children and imaginative/nurturing play.

Groovy Girls

The company’s best-known fashion/imaginative soft-doll franchise, originally launched in 1998 and relaunched in 2026.[16]

Design is a major part of Manhattan Toy’s brand identity.

The company’s creative process has historically emphasized hands-on interaction with toys, rather than treating toy development simply as a marketing exercise. Its designers consider children’s interests, developmental stages, visual trends, and the physical experience of playing with a product.[21]

This is why Manhattan Toy products often have a recognizable aesthetic:

• Bright but carefully coordinated colors
• Expressive characters
• Unusual shapes
• Tactile materials
• Simple mechanical interactions
• Relatively open-ended play patterns

The company’s own “Originals” collection describes its products as toys designed under the Manhattan Toy name and shaped by decades of experience in early-childhood play.[5]

Safety is another major part of Manhattan Toy’s positioning.

The company states that its products undergo testing to meet major international toy-safety requirements, including:

• U.S. CPSIA
• ASTM F963
• European EN71 standards
• Canadian toy-safety regulations

It also says that its manufacturing partners in countries including China, Vietnam, and Thailand are subject to certification requirements associated with the International Council of Toy Industries.[13]

This is important because Manhattan Toy operates internationally, meaning its products need to comply with different regulatory environments depending on the market.

Manhattan Toy originally developed a strong presence in independent and specialty toy stores, which helped distinguish it from the biggest mass-market toy companies. Over time, however, its distribution expanded substantially.

The company’s current store locator identifies retailers and marketplaces including Target, Walmart, Barnes & Noble, Kohl’s, Amazon, Nordstrom, Meijer, and specialty toy stores, among others.[3]

The company also sells directly through its own e-commerce operation.

Its current portfolio is described by Manhattan Toy as containing more than 500 products available through stores and online worldwide.[17]

Although Manhattan Toy is an American toy company, it does not mean that all of its toys are manufactured in the United States.

The company states that it works with production partners in China, Vietnam, and Thailand, while its design and product-development operations remain centered in the United States.[18]

This makes Manhattan Toy comparable to many modern American toy companies: the brand, product development, and intellectual property are American, while manufacturing is carried out through international production partners.

Manhattan Toy has also incorporated sustainability, inclusion, and social responsibility into its corporate messaging.

The company says it considers:

• Sustainability
• Inclusivity and representation
• Community involvement
• Responsible product design
• Safety and quality

as part of its broader approach to creating children’s products.[19]

Its sustainability efforts are therefore presented less as a separate product category and more as part of the company’s overall design and corporate philosophy.

Manhattan Toy occupies an interesting position in the toy industry.

It is much smaller than multinational toy giants such as Mattel and Hasbro, but it has maintained a recognizable identity for almost five decades. Its historical strength has been its ability to compete through design, specialty products, developmental play, and brand differentiation, rather than sheer scale.[20]

Its strongest associations are generally with developmental toys, baby products, plush, imaginative play, specialty toys, and dolls.

This positioning has allowed Manhattan Toy to maintain a presence across both specialty retail and larger mainstream retailers.

At its core, Manhattan Toy’s brand can be understood through four ideas:

1. Imagination

The company places considerable emphasis on children’s imagination rather than prescribing a single “correct” way to play.[21]

2. Development

Products are designed around children’s changing abilities and developmental stages.[22]

3. Design

Distinctive colors, materials, characters, and forms are central to the brand’s appeal.

4. Longevity

The company has repeatedly maintained and revived established concepts rather than treating every product as a short-term trend. The 2026 return of Groovy Girls is a particularly clear example.[23]

As of 2026, Manhattan Toy remains an independent American toy brand headquartered in Minneapolis and continues to focus heavily on early-childhood and developmental products. Its current website describes a portfolio of more than 500 products and continues to promote new product development alongside long-running classics.[24]

One of the most notable developments in 2026 is the return of Groovy Girls, nearly a decade after the original line left the market. This reflects a broader strategy of combining established Manhattan Toy properties with contemporary interpretations and renewed interest in imaginative, non-electronic play.

1. Our Story – Wholesale Manhattan USA
2. Our Story – Manhattan Toy
3. Where to Buy Manhattan Toy | Store Finder
4. Tangled Up in Bleu – Jeanne Bleu, Our Creative Director – Manhattan Toy
5. Manhattan Toy Originals | Creative & Imaginative Toys
6. Microsoft Word – Manhattan Group, LLC and the Manhattan Toy Company
7. Manhattan Toy – Maisonette
8. Shop Manhattan Toy Company | High-Quality Baby & Toddler Toys
9. Groovy Girls® – Inspiring Individuality, Self Confidence and Undying I – Manhattan Toy
10. The Return of Groovy Girls® 💖 – Manhattan Toy
11. Explore the NEW Era of Groovy Girls®! – Manhattan Toy
12. Groovy Girls Dolls, Outfits & Accessories | Manhattan Toy
13. Investing in Our Future – Manhattan Toy
14. Crown Crafts’ Manhattan Toy® Relaunches Groovy Girls, Blending Nostalgic Charm with Modern Trends :: Crown Crafts, Inc. (CRWS)
15. Minneapolis toy company no longer feeling Groovy as ‘iconic’ dolls discontinued
16. Welcome to Manhattan Toy’s Blog!
17. Play Talk – Manhattan Toy
18. Groovy Girls® Clothes Fashion Fabulous – Manhattan Toy
19. Groovy Girls® Doll Saige – Manhattan Toy
20. Groovy Girls® Daisy – Manhattan Toy
21. Toy Fair 2020: The Manhattan Toy Company – About Us
22. THE MANHATTAN TOY COMPANY
23. Manhattan Toy | Wiki | BoardGameGeek
24. 2024-MTC-Europe – Page 2