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Toys are facing their biggest price spike in years. Mom-and-pop toy stores tell us how they're getting by.

26 October 2026 at 09:00
Terra Toys, a toy store in Austin.
Terra Toys, a toy store in Austin.

Sylvia Edwards

  • Toy prices have gone up 8.3% since February due to tariffs, geopolitics, and supply chain issues.
  • Local mom-and-pop toy stores across the US spoke to the rise and its impact on their businesses.
  • Legacy toymakers also grapple with the impacts, looking toward tariff refunds.

Toy prices are rising fast across the country— and local toy stores are struggling to play along.

At Clever Monsters, a toy store in NYC, co-owner Daniel Orlov said he has to recalculate prices order by order, at times cutting into his own profits to keep them at a reasonable level for his customers. Sometimes, he knows before putting some toys on the shelves that he won't make anything off them.

The struggle results from higher shipping fees, tariffs, and customs charges and reflects a broader inflationary moment in the economy.

Toys have historically gotten less expensive over time, but have seen a spike in prices this year, rising 8.3% in the US between February and September. Year-over-year, toy prices were up 6.6% in September, the highest annualized growth rate since 1988.

This graph shows toy prices in the US from January 2019 to September 2026.

Orlov said smaller toy stores like his could be particularly affected by these sharp price spikes. "It especially hurts for small businesses like us because we don't really have a pocket; we had to open up credit lines and take loans — bigger companies have a little pocket of collateral that they can use for a bit."

Tariffs, fuel prices, and supply chain woes

Big geopolitical swings are one factor putting pressure on toy sellers. President Donald Trump's on-again, off-again tariffs have added extra costs, and smaller retailers don't have the financial flexibility to wait for refunds like those from the Supreme Court's invalidation of the "Liberation Day" levies. Meanwhile, the ongoing war in Iran has driven up fuel prices and shipping costs for all manner of goods.

Small toy stores, confronting those problems, are facing smaller profit margins.

Helen Dean, owner and operator of Toy Safari in California for 34 years, said her usual 7 to 8% profit margin has fallen to around 5% in the past year. She cut into her own salary and skipped on hiring the two or three college students she brings on during vacation season to cut costs.

"It was summer by the time I started to see that I was going to have to pay more for the items, and that it was going to come out of my bottom line," Dean said. "For a long time, mass market has gotten favorable pricing from major toy companies, and this problem has only been exacerbated by the tariffs and fuel prices and supply chain issues; everywhere we lose."

It's not just specialty mom-and-pop stores; toymaking giants are also dealing with the tariff back-and-forth and broader inflationary issues. An AlphaSense analysis of company filings and earnings transcripts over the last six months found that legacy toymakers such as Hasbro and Mattel have alluded to cost inflation caused by "tariffs, oil-linked resin and freight, packaging, labor," while also discussing the impact of tariff refunds. However, those large toymakers haven't disclosed any major increases in toy prices over that period.

Hasbro's Q2 earnings report highlighted an $8 million adjusted operating loss in consumer products — its physical toy sector — due to "incremental tariff expense, entertainment-related mix shifts, and normal seasonality." Yet its Q3 earnings report highlighted $55 million in relief from tariff refunds; $48 million of this was attributed to the core toy sector.

The Q3 report also noted that tariffs could "increase our product costs and other costs of doing business, result in higher prices of our products, impact consumer spending," and hurt business revenue.

Mattel's gross margin is still under pressure due to tariffs and inflation. The toy company has also received about $90 million in tariff refunds, said Paul Ruh, Mattel's former chief financial officer, at a conference in September.

Scalpers, TikTok and squishy NeeDohs

High operating costs are not the only thing changing the toy market. First, more adults are participating in "Kidulting," said Jay Berino, store manager at the Lowry Town Center Timbuk Toys in Denver, meaning toys are being bought by older demographics who buy into nostalgia.

"As much as we're a toy store and people hear toy store and think of kids, we sell to a lot to full-blown adults, and that drives a huge chunk of our business," he said. At the same time, viral toys such as NeeDohs, which are sensory fidget and stress-relief toys, have helped bring more people into stores.

Sylvia Edwards, co-owner and CEO of Terra Toys in Austin, said that scalpers try to buy up stock from toy shops to resell it at higher prices — fueling the perception of product scarcity and price gouging.

"We're in a crisis where there's way more demand than there is product available, and so when that happens, people will naturally get greedy and increase the price," Edwards said. To manage the issue, stores like Terra Toys limit bulk purchases.

Daniel Orlov, co-owner of Clever Monsters in New York City.
Daniel Orlov, co-owner of Clever Monsters toy store in Brooklyn, New York City.

Daniel Orlov

Orlov from Clever Monsters in NYC said they have also placed a limit on scalpers. "I'm only limiting it because this is the kids' store, and the kids are really excited to get that stuff," he said.

The virality of products such as NeeDohs on TikTok and other platforms helps these stores boost demand at a time when the high cost of living means buyers are not looking to spend much on other classic toys. Parents and kids are willing to spend on hyped products — but for much else, they keep their wallets shut.

"Honestly, the trends have been really saving us in that it drives not just sales, but just foot traffic through the store," Orlov said. "The only thing we can do is just stay on the trends, on what people want, make sure customers are happy, build up relationships with our customers, and sort of have a little monopoly on our area on parents who think toys — 'Oh, we gotta come to Clever Monsters. That's just where you go.'"

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Cost-of-living protests sweep across five European countries

25 October 2026 at 01:48
Cost-of-living protests spread across France, Italy, Albania, Spain and Portugal on Saturday, with hundreds of thousands marching in Paris alone. Authorities deployed police and soldiers in several capitals after earlier demonstrations turned violent, and shops in Brussels boarded up windows fearing a repeat of last week's looting.

New Zealand petrol prices push inflation higher as rate rise looms

23 October 2026 at 18:27
Rising petrol prices have pushed New Zealand's headline inflation higher ahead of the Reserve Bank's next policy review. Economists widely expect the central bank to raise the official cash rate by 25 basis points next week, even though the latest price pressure stems mainly from fuel costs rather than broader demand.

The latest sign we're eating out less: Restaurants are buying fewer disposable cups and paper towels

23 October 2026 at 11:00
A person in dark clothing holds a white illy paper coffee cup at an indoor gathering.
Restaurants are buying fewer disposable cups, paper towels, and packaging supplies, companies that make the goods have said.

Lia Toby/Getty Images for illycaffè

  • Restaurants are buying fewer paper cups and takeout containers.
  • Companies making the goods say their North American sales declined in results released this year.
  • It's the latest sign that diners are eating out less.

Even the humble disposable coffee cup suggests that diners are eating out less at restaurants.

Companies that sell paper cups, plates, delivery containers, and similar packaging to restaurants say that they're seeing less demand from US businesses.

Essity, a Swedish company that sells paper towels and cleaning supplies to businesses, including restaurants, said on Thursday that the dining pullback in the US was affecting sales. The company's sales volumes and prices in the US fell during its third quarter, it said.

"Consumers are not going out to restaurants as much as they do in Europe," CEO Ulrika Kolsrud told Reuters on Thursday.

Finland-based Huhtamaki Oyj, which makes disposable cups and takeout containers for fast-food restaurants, said that second-quarter sales in North America decreased.

Analysts at Jefferies wrote that results in the region, which accounts for about one-third of Huhtamaki Oyj's sales, will likely be hurt by lower consumer spending at fast-food chains in the US.

Higher prices at some chains, and many consumers still working from home, "have impacted sales volumes, and ultimately packaging demand," the analysts wrote earlier this month.

With wages stagnant and the lingering effects of inflation, many diners are eating out less. Those who are still spending tend to look for good deals — a trend that has tested value menus at fast-food chains like McDonald's and benefited others, such as Chili's, which offered deals that got consumers ordering.

That doesn't necessarily mean Americans have stopped spending on restaurant food altogether. Many diners are still willing to pay for food delivery, a trend that has bolstered results at DoorDash and Uber.

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Caro vita e rincari, i costi reali delle guerre sulle famiglie italiane

By: A A
22 October 2026 at 16:05

In questi giorni il caro vita turba i sonni del mondo politico e sindacale, compresi quanti finora hanno ignorato i diffusi rincari dell’energia e dei beni di prima necessità, riducendo l’emergenza a mera polemica politica.

Segue nostro Telegram.

In questi giorni il caro vita turba i sonni del mondo politico e sindacale, compresi quanti finora hanno ignorato i diffusi rincari dell’energia e dei beni di prima necessità, riducendo l’emergenza a mera polemica politica.

Tuttavia, anche le poche mobilitazioni in corso dimenticano che la causa primaria dell’inflazione è proprio l’economia di guerra: l’escalation militare ha fatto ripartire la corsa dei prezzi, con conseguenze particolarmente pesanti per le economie europee, dipendenti dal greggio in transito nel Golfo Persico.

Un tempo le forniture principali arrivavano dalla Russia a costi decisamente inferiori a quelli attuali. Affermare che l’economia di guerra sia la causa principale dell’inflazione e del rallentamento economico europeo significa semplicemente prendere atto della realtà.

I dati parlano chiaro: tra marzo e agosto la UE ha sostenuto 54 miliardi di dollari di costi aggiuntivi netti solo per le importazioni di gas e petrolio. Questo dato basterebbe da solo ad aprire un dibattito serio sulle conseguenze economiche dei conflitti.

A confermare il quadro è l’Ufficio Studi della CGIA di Mestre: a fine anno gli italiani pagheranno 29 miliardi di euro in più tra rincari di elettricità, gas e carburanti. Solo in Italia il costo dell’energia elettrica è balzato del 51,2%. Rincari dovuti all’instabilità delle catene di approvvigionamento, alle speculazioni finanziarie e all’aumento delle spese militari, che sottraggono risorse essenziali al welfare.

Di fronte a questo scenario, la risposta del Governo appare timida e priva di coraggio. Mentre sostiene le spese per il riarmo, prova a calmierare con fondi pubblici le bollette degli italiani (che stimano una spesa aggiuntiva media di 153 euro all’anno per l’elettricità e 477 euro per il gas). Parallelamente, i rincari a doppia cifra colpiscono anche i beni alimentari di largo consumo: la dimostrazione che non si tratta di un incidente di percorso, ma di un effetto strutturale dell’economia di guerra.

In questo contesto, le manifestazioni di piazza rischiano di rivelarsi inefficaci, sia per la scarsa adesione sia per la debolezza delle motivazioni. Manca una riflessione complessiva sul sistema economico e sui meccanismi che spingono verso il basso i salari (a partire dai criteri di calcolo dell’IPCA). I bonus non sono la soluzione, bensì il sintomo del progressivo smantellamento del welfare pubblico.

È urgente iniziare a parlare apertamente di “economia di guerra”: un modello di produzione che alimenta la corsa alle risorse, dirotta i fondi pubblici verso la difesa e giustifica la sottrazione di risorse ai servizi essenziali. In caso contrario, continueremo a inseguire singoli provvedimenti tampone senza mai affrontare la vera radice del problema.

Articolo originale:  lantidiplomatico.it

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