Featuring adorable Cheeries™ play figures, vehicles, and a portable foldable format, this modular collection combines purposeful play and discovery, letting kids explore wherever they go
WILTON, Conn., Aug. 31, 2026 /PRNewswire/ — Melissa & Doug®, the #1 preschool brand for wooden and sustainable toys*, announced today the national launch of Cheery Lane™, a modular pretend world made of wood and mixed materials that reimagines the traditional dollhouse/play set with an open-top design that makes imaginative storytelling easier and more engaging for toddlers and preschoolers. The collection’s initial pre-launch inventory sold out rapidly during an early release window, signaling strong consumer demand and setting the stage for a highly anticipated national rollout.
Recognizing an opportunity to elevate traditional play figure sets, Melissa & Doug designed its Cheery Lane collection around how children as young as 2 years old naturally play. Created specifically for little hands, its thoughtful, open-access design makes every space easy to reach, removing barriers to exploration and fostering uninterrupted storytelling. As children create their own layouts and act out relatable real-world scenarios with the articulated play figures that can sit or stand, they engage in play that helps support imagination, curiosity, confidence, fine motor skills, and social-emotional development.
“We’re giving kids a new perspective on play—a play-from-above experience,” said Lauren DeFeo Duchene, President of Melissa & Doug and EVP at Spin Master. “Through observing children at play, our designers noticed that toddlers sometimes find it challenging to maneuver play figures and furniture in traditional, open-front dollhouses or play set. To solve this, we designed Cheery Lane for little hands with a flexible, open-top layout to make it easier for kids to reach down, in, and around as they play from every angle. At Melissa & Doug, we believe that when toys are designed with intention, they open the door to purposeful play and discovery—helping kids build confidence and skills for the real world.”
The innovative Cheery Lane collection is intentionally designed to appeal to both girls and boys. Highlights include:
- Easy Access: With an open-top design and flexible, modular layout, kids can play from above—with a clear, unobstructed view.
- Versatile: Kids can set the scene their way by designing the layout, arranging the pieces, and posing the articulated play figures to sit or stand.
- Portable: With a clever foldable design, built-in handle, and room for storage, this play set is ready for adventure whenever—and wherever—you are.
- Mixed Materials: Wooden charm, fun textures to touch, and delightful designs all provide a rich sensory experience to inspire curiosity and discovery.
Cheery Lane toys are now available at MelissaAndDoug.com and other national retailers including Amazon, Walmart and Target. The collection includes:
- Cheery Lane House Play Set: Modular design with hinged rooms that can pivot and fold out to make multiple floor plans; includes girl Cheeries play figure (Cora™) and her pup (Spec™) as well as furniture
- Cheery Lane Ice Cream and Pizza Play Set: Features restaurant with pizza parlor, ice cream shop, patio, garden, and two Cheeries play figures (Tate™ and Otto™)
- Cheery Lane Vehicles Play Set: Three large, easy-to-grasp wooden vehicles: a garbage/recycling dump truck, a school bus, and red convertible; plus three Cheeries play figures (Raz™, Jules™, and Axel™)
- Cheery Lane Cherise Play Figures: Four posable wooden play figures that can sit or stand: Cole™, Reed™, Luke™, and Joy™
- Cheery Lane Vehicle & Girl Figure: Purple convertible with wooden panels and hood that opens and closes, driver Cheeries play figure (Iris™), and wooden tote play piece
- Cheery Lane Vehicle & Boy Figure: Blue convertible with wooden panels and hood that opens and closes, driver play figure (Drew™), and luggage play piece
Learn more about the importance of open-ended, screen-free play and enjoy access to free resources, such as print-and-play activities, blog posts, and more, at MelissaAndDoug.com.
*Source: Leger 360 Claims Research, March 2026
About Melissa & Doug
Purposeful Play & Discovery™
From classic wooden and developmental toys to pretend play, puzzles, and arts & crafts, Melissa & Doug products inspire the kind of kid-powered, purposeful play that builds the skills and confidence for children to thrive. Because the way kids play today shapes who they will become tomorrow. Recognized by parents as the #1 preschool brand for wooden and sustainable toys,* Melissa & Doug is committed to its vision of making timeless, sustainable toys for a thriving and inclusive world. Melissa & Doug is a wholly owned subsidiary of Spin Master Corp. (TSX: TOY), a leading global children’s entertainment company.
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SOURCE Melissa & Doug
