Ms. Rosalie Sellman reports

MELISSA & DOUG GIVES ITS VIRAL VENDING MACHINE A "GLOW-UP" THIS HOLIDAY SEASON WITH THE NEW SORT, STOCK, SELECT BEAUTY KIOSK PLAY SET

Spin Master Corp.'s Melissa & Doug, the No. 1 preschool brand for wooden and sustainable toys*, has nationally launched its all-new sort, stock, select beauty kiosk playset. Building on the viral success of the brand's original vending machine playset, which sold out more than seven times this past year alone, this 24-piece wooden beauty kiosk encourages imaginative, skill-building play for future makeup fans ages three and older.

"We're always challenging ourselves to reimagine popular play patterns and add unique Melissa & Doug touches," said Sofia Dumery, senior vice-president of design at Melissa & Doug. "Our snack vending machine became an instant classic, receiving hundreds of five-star reviews, which led us to look for fresh ways to build on that concept. Our designers were inspired by beauty kiosks seen at airports, as well as new beauty trends emerging and resonating with our consumers and their little ones who imitate every move. We're excited to bring fans our sort, stock, select beauty kiosk. It's sure to give kids a fun new way to explore skin and nail care, makeup routines, and spa-like experiences, as well as problem solving, cause and effect, counting, colour matching and so much more."

The sort, stock, select beauty kiosk playset features double-sided toy makeup and accessories with realistic details for eyes, lips and face that lets little ones imagine their own unique makeup looks and skin care routines. Simply load the kiosk with the wooden cosmetics or fill with your own favourites, then insert the colour-matching play coins or bank card, and press the corresponding letter and number button to watch your item drop into the collection drawer.

The new playset continues the momentum of Melissa & Doug's original sort, stock, select vending machine released nationally last year and named the 2025 preschool toy of the year by The Toy Association. The fully functioning wooden vending machine became a viral hit on social media and quickly amassed more than five million views on TikTok alone.

Melissa & Doug continues to innovate and deliver a fresh perspective on your favourite toys and classic play patterns. The sort, stock, select beauty kiosk joins other recent innovations such as Sticker Wow!, Blockables and more.

* Source: Leger 360 claims research, March, 2025.