For decades, Schylling has built a brand around timeless, tactile toys. From retro ride-ons and tin toys to novelty and NeeDoh, the company continues to find new ways to refresh familiar formats for today’s modern marketplace.
We sat down with Schylling President Paul Weingard to discuss what’s new, what’s next, and what retailers can expect from the company this year.
What new products or categories are you most excited about this year?
2026 is shaping up to be a really exciting year for us. We’re expanding several of our core strengths — classic toys, novelty, and sensory play — while also pushing into more design-forward and play-pattern-driven concepts. Some upcoming launches reflect a more intentional blend of nostalgia with contemporary aesthetics and materials, which represents a natural evolution for Schylling. We’re also exploring new ways to refresh familiar categories by adding surprise, collectability, and stronger storytelling around the play experience.
Do you have any seasonal or limited-run items this year?
You’ll see some special treatments and short-run versions of existing favorites. Our NeeDoh Advent Calendar had an exceptional sell-through in 2025, and we have an even more spectacular NeeDoh Advent Calendar for 2026. We have some great new Halloween items, such as our Trick or Treat Countdown in NeeDoh, which builds on the Advent Calendar’s success. We’re also converting select seasonal items to year-round favorites, like our “Good Vibes Only” NeeDoh squeeze hearts, which have been a Valentine’s favorite in recent years. These products allow us to experiment creatively and give retailers something fresh and buzz-worthy throughout the year.
What consumer insights helped shape your 2026 line?
We’re seeing continued demand for toys that are tactile, intuitive, and screen-free — products that kids can pick up and instantly understand. There’s also a strong interest in items that offer stress relief, sensory engagement, or open-ended play. Parents and retailers alike are seeking toys with lasting value, not just momentary novelty, and that insight is shaping how we think about longevity and repeat play. Parents were more value-conscious in 2025, and we expect that to continue into 2026. That’s driven strong sales at lower price points, but consumer expectations for quality remain high.
Tin toys and other classic formats remain a signature for Schylling. How do you keep these toys feeling evergreen while appealing to today’s kids?
We start by respecting what made these toys special in the first place — simple mechanics, durability, and a sense of wonder. From there, we update finishes, graphics, scale, and sometimes even the play pattern itself to align with how kids play today. The goal isn’t to modernize for the sake of it, but to make sure these classics still feel magical, relevant, and fun in a modern toy box.
How are you working with specialty retailers to help new products stand out on a shelf?
We design with the shelf in mind from the very beginning — packaging, price point, and visual impact all matter. Many of our products are not highly promoted, so the importance of catching a consumer’s eye with high shelf appeal is critical. We also collaborate closely with specialty retailers by offering exclusive items, strong merchandising support, and products that encourage discovery. Our goal is to help retailers tell a compelling story in their stores and create moments of surprise for shoppers.
Where do you see the most opportunities for growth?
Looking ahead, we see strong opportunities in continuing to modernize classic play, expanding globally, and deepening our presence in categories where design and simplicity matter most. As consumer tastes evolve, Schylling’s commitment to timeless fun positions us well for sustainable, long-term growth and staying true to our roots while remaining open to creative evolution.
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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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