Melissa & Doug® Launches Cheery Lane™, an Innovative Play Set Collection Inspiring Kids to Build Worlds and Tell Stories from Every Angle
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 /CNW/ -- 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.
SOURCE Melissa & Doug
Bella DiPietro, [email protected]
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