"I cannot continue like this anymore", Jennifer said.
West Side Kids, a toy store in Manhattan opened by her mother in 1981, a place that held childhood memories for many neighborhood children, now had to close. The sole reason was soaring inventory costs and depleted cash flow.
Each evening before closing, Bergman walked along the shelves to change prices. Old labels were peeled off, replaced with new prices from suppliers. A toy once sold for 22 USD now had to be priced at least 35 USD to cover costs. She understood this price point exceeded what many loyal customers could accept.
Two individuals had expressed interest in buying the store, but both withdrew after seeing the escalating cost charts. When cash ran out, Bergman cut her own salary to pay employees, but eventually, it was not enough to cover rent. On the final day, she bought pizza to say goodbye to her staff, then turned off the lights.
"The store where I grew up, tied to the neighborhood's christmas memories, officially ceased operations", she said.
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A family is shopping for toys at a store in Seaside, Florida (US). *Photo: ST*
Jennifer's story is not unique. China currently produces nearly 80% of global toys. As import costs sharply increased in 2025, a ripple effect quickly spread from factories in Guangdong to store shelves across the US. According to a survey of 400 toy businesses, nearly one-half of small and medium-sized manufacturers reported that input costs threatened their existence. This pressure is particularly intense as the year-end holiday season accounts for about 25% of the industry's annual revenue.
Each year, Americans purchase approximately three billion toys. In this ecosystem, although small businesses account for 96% of the total number, over one-half of the market share belongs to large retail chains – "giants" with better resilience against price hikes. Independent stores like West Side Kids, with thin profit margins, were forced to raise prices immediately and lost customers.
Dean Smith, co-owner of the JaZams toy store chain in New Jersey and Pennsylvania, also acknowledged the dismal situation. He stated that prices did not increase suddenly but "gradually seeped in" with each order. A christmas doll that once cost 20 USD now sells for 30 USD. "Middle-income families will struggle greatly, or have to significantly cut back on gifts for their children", Smith noted.
Washington still glows with decorative lights and wreaths this christmas season. But at many private toy stores, the festive spirit has faded. For Jennifer Bergman, the closure was not due to laziness or lack of effort.
"I know I did nothing wrong", she said. "It's just that everything has become too expensive".
Christmas still arrived on schedule, but for many small stores, this year's holiday season passed quietly, as the familiar bells no longer rang as before.
Ngoc Ngan (According to Strait Times)
