Teens and adults are driving toy growth, and almost every gift is planned ahead. That is good news for museum, zoo and gift shops. A look at Geocentral, Cool Jewels and Magicforest.
By Laura N. Larsson · November 2026 · Facts checked Nov. 1, 2026
Disclosure: This is free editorial. No company named here paid for this article, sent samples or was interviewed for it, and nothing here is a quote from any of them. We have not play-tested these products. Company facts come from each company’s own website or public filings; market and tariff facts come from the sources listed at the end. Everything was checked on Nov. 1, 2026. Some companies named here have advertised with ToyDirectory.com or TDmonthly in the past; that did not affect this coverage.
Not every toy is sold in a toy store. Museum shops, zoo shops and gift stores sell a lot of rocks, jewelry and small toys, and this year’s numbers favor them.
Circana’s first-half report for 2026 found that the “explorative and other toys” category grew 58%. In fairness, Circana says most of that came from trading cards, collectibles and sports products. Rocks and crystals were not the main reason. The more useful numbers for gift shops are about who is buying. Toy sales for teens grew 33%, the fastest of any age group, and adult-only households made up 55% of toy sales. Circana also found that 95% of gift purchases are planned ahead, and only 5% are pure impulse buys.
The numbers, January–June 2026
Explorative & other toys: +58% (driven mostly by cards, collectibles and sports)
Toys for teens 12–17: +33%, the fastest-growing group
Adult-only households: 55% of toy sales
Gift purchases planned ahead: 95%
Source: Circana, Aug. 12, 2026.
Geocentral: rocks, crystals and the cards that explain them
Geocentral, based in Mason, Ohio, sells wholesale only. Its website groups the line into crystals and geodes (rough, tumbled and bulk rocks, plus property cards for teaching), Cosmix, birding, garden and holiday items, including stocking stuffers. It also lists a fair-trade section. The site says shops can also order Geocentral through Faire. A bowl of tumbled stones with a card that explains each one is a science lesson and a stocking stuffer in one.
Cool Jewels sells fashion and trend jewelry wholesale. Its collections include mood jewelry, which changes color, plus best-friends jewelry, butterfly and insect jewelry, zoo animal pieces and a boys’ line. Its dinosaur jewelry is pitched at museums and science centers, and it sells display stands too. Teens are the fastest-growing group of toy recipients, and a best-friends necklace is an easy gift for them.
Magicforest: puzzles and playground classics in bundles
Magicforest, based in Portsmouth, N.H., runs a wholesale site where shops log in to see prices. Its current listings include Londji puzzles (travel, pocket and medium sizes, plus a dinosaur puzzle) and Me and Mine playground sets such as bowling and pétanque sets and jump ropes. It also sells wooden eggs. Most come in multi-piece bundles. Those are the low-cost, giftable items gift shops often keep near the register.
Tariff check (as of Nov. 1, 2026)
On July 24, 2026, the U.S. Trade Representative put new Section 301 tariffs on goods from 60 economies. There are three tiers:
10% for economies including Canada, Mexico, India, Indonesia, Malaysia and the U.K.
10% or 12.5%, net of the normal (MFN) duty for certain products of the European Union and Taiwan (topped up to 10% in total) and of Japan, South Korea and Switzerland (topped up to 12.5% in total).
12.5% for the other investigated economies, which include China, Hong Kong and Vietnam.
The duty follows the country where a toy is made, not where the brand has its head office. Some products are exempt; the exemptions are listed in the annexes to the notice.
Gift shops buy from many countries, so the same shelf can carry several tariff rates. Ask each supplier for the country of origin on every item.
China relief is not a rate yet. On Sept. 27 the U.S.-China Board of Trade published lists of goods recommended for reduced tariffs, and USTR said the Chinese imports involved include household goods and toys. The White House text says the two sides will “consider” the lists consistent with their own laws and processes. A Covington & Burling trade alert (Oct. 5) notes that USTR must first run a notice-and-comment process, which could take several months. At our Nov. 1 check, USTR had not announced a new, lower rate for toys from China. Other duties can also apply to some products from China on top of the July tariffs.
What to do with this
Stock for teens. They are the fastest-growing toy recipients. Friendship jewelry and color-changing pieces suit them.
Get onto the shopping list. Almost every gift is planned, so tell people what you carry before they plan their holiday shopping.
Add a lesson. Property cards with rocks or a dinosaur theme with jewelry tie a souvenir to what visitors just saw.
Keep small items at the register. Bundled small toys and stones suit the counter, even if only a small share of gifts are true impulse buys.
Tariff information is general news, not legal or customs advice. Rates depend on each product’s classification and country of origin; check with a licensed customs broker before you price an order.
Free editorial: No company named here paid for this article.
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Writer's Bio: Driven by a fascination with how young people learn, grow, and connect, Laura N. Larsson has spent years researching the role of play and social media in child and adolescent development. Since 2012, she has combined her ecommerce background with in-depth interviews of children and teenagers, producing insightful articles that explore the evolving interplay between play, communication, and online interaction. Read more articles by this author
Writer's Bio: Driven by a fascination with how young people learn, grow, and connect, Laura N. Larsson has spent years researching the role of play and social media in child and adolescent development. Since 2012, she has combined her ecommerce background with in-depth interviews of children and teenagers, producing insightful articles that explore the evolving interplay between play, communication, and online interaction. 
