Family beach vacations are about more than relaxation. When families head to their favorite coastal destination, the operative word is fun. Helping families enhance their enjoyment of the beach and remember it fondly for years to come is something seaside retailers can help foster.
Merchandise geared toward kids not only helps them ward off the boredom, but also aids in creating a lasting fondness for beach-related themes and sea life conservation.
Brandon Wyngaard, director of marketing for Stephen Joseph Inc., says, “We’ve seen a growing trend in outdoor, screen-free play and that is especially true with water-based activities. Whether it’s at the river, lake, ocean, or pool/bathtime, our little ones love the water and that’s not changing anytime soon.”
Stephen Joseph sells a range of products that are great at the beach, lake or making bathtime an event. Its wide range of products include hats to towels, goggles and beach totes that Wyngaard says help to spark joy in your children’s outside adventures.
“One of the key points that sets us apart from a lot of the other people in our market is our quality, our art and our thoughtful design. We try to always keep the little ones in mind when we are planning things out so that the product stays focused on their perceptions and entertainment,” he says. “Some of the best categories we see performing right now are our hooded towels and our goggles. Both of these product types are made special by the little details and quality materials that assure a great experience for a long time to come.”
Stephen Joseph is expanding on all of its key coastal categories for the coming season with multiple new designs in its hooded towels, goggles, and beach totes. “It is going to be an exciting year,” Wyngaard notes.
POOLSIDE PLAY
At Dolphin Hat Games, products range from family card games and a corresponding kids’ book to plush game mittens and keychains.
Punchkins put the funny and the punny in its humorous plush products.
“All of our games are easy to play, have a quick playing time and are family friendly. They are small and portable so they are perfect for family vacations, spending time at a rental, or on-the-go fun,” says Jenna Schroeder, director of communications. “Our games are geared toward ages seven and up, but adults love to play them, too.”
Taco Cat Goat Cheese Pizza is the company’s most popular and most famous game, and its new version, Taco Cat Goat Cheese Pizza Poolside, is designed with the beach or pool in mind. “These cards are waterproof and come with a travel ring for beach/pool side gaming fun,” says Schroeder.
There’s also the graphic novel, Taco Cat Goat Cheese Pizza and the Case of the Missing Hat, which Schroeder says is perfect for a fun read by the pool, before bed or while traveling. “It will keep kids engaged and entertained when you need it most. Our plush character keychains are also popular for Taco Cat fans for an easy and fun souvenir,” she adds.
PUZZLING PASTIMES
Puzzles are another way to pass the time beachside, and Madd Capp Games offers several 100-piece puzzles for ages five-plus with coastal themes such as I AM Flamingo, Axolotl, Dolphin, Shark, Sea Turtle and Gator.
“Part of the appeal is they’re lifelike,” explains John Moran, principal and co-founder. “Our puzzle images are photo-realistic and as close to the real thing as you can get.”
The company is rolling out a new line of 24- and 48-piece puzzles for preschoolers in spring 2025, including a clownfish, orca and mermaid, along with some new titles for grown-ups like the 1,000-piece pirate.
Each puzzle comes with the Madd Capp Fun Facts booklet. On one side is a full puzzle image to use as a reference or hang as a poster. The flipside is full of cool information about the puzzle subject. Did you know, for instance, that sea turtle hatchlings take up to seven days to dig out of their nests? They wait until sunset to head to the ocean for their first swim.
GETTING CREATIVE
Wikki Stix is a creative activity toy that is made of wax-infused yarn that can be used to twist, bend, play and create. From flat designs to 3D creativity, Wikki Stix President Kem Clark says there are over 30 items in the line for “hands-on fun.”
Sea turtle hatchlings, like these from Wild Republic, are a hit with kids.
She describes Wikki Stix as clean, quiet and endlessly reusable. Several airlines even hand them out to kids on flights. “And, this is also why beach retailers love our line. All families who go to the beach on vacation also have to travel back home so a new travel product is very welcome.”
The Sea Life Activity Pak offers 12 play paks, each featuring an ocean-dwelling creature. They are presented in connect-the-dot form to complete with the Wikki Stix, and each individual play pak comes with eight Wikkies. Each sheet also offers educational information about that animal, and the flip side has lots of ideas and activities for additional Wikki Stix play.
The RGU Group is also helping young vacationers find their artistic side. According to Connor Atkins, brand strategist and media representative for The RGU Group, “Kids absolutely love our Color Me Plush concept, which is our whimsical take on souvenir coloring books.”
The company’s “most seaworthy” Color Me Plush product is the newly released 13-inch Color Me Plush manatee, notes Atkins.
RGU’s various print-on-demand “semi-custom” products, which range in size from about 5 inches to about 9 inches are bestsellers with coastal retailers. Atkins says, “Within this category, we have nearly the full ecosystem: lobsters, dolphins, sharks, a sea turtle — even a mythical sea Horsicorn. They can all be printed with art from our namedrop library, or retailers’ own logo or branded art.”
He anticipates a growing demand for retail partners to continue creating their very own branded plushie Sea Life assortment for their retail stores. “Since most of our sea critters can be printed on demand and shipped in five days or less, they’re finding those are much better sellers than a plushie without a namedrop or a brand,” Atkins says.
Stacey McLaughlin, owner of Stuffed States, says the cute plush shaped like a particular state make memorable keepsake souvenirs kids will cherish long after their trip.
“These plushies spark nostalgia and remind families of treasured beach vacations, time well spent in a beautiful place. Retailers love our Stuffed States because they offer strong regional appeal, making them ideal souvenirs.”
They’re also educational. Each plush is shaped like the state it represents, helping kids learn geography in a fun and interactive way. “Not only do children learn about the state they’re visiting, but the plush also serves as a memorable keepsake that connects them to their vacation and beach memories. Its compact size, especially our trendy Mini Stuff bag charm and magnet, makes the perfect on-the-go memories and easy gifting,” says McLaughlin.
SHARING A LAUGH
With both coastal themes and family friendly jokes, Punchkins plush draws attention and laughter, and there’s a style for just about any seaside retailer.
“Coastal retailers are all over the map (pun intended) when it comes to picking products from our assortment,” says Dante Trasatti, vice president of sales. “A lot of our boardwalk retailers love our sassier styles like our plush dumpster fire, ‘Hot Mess,’ S’mores or our ‘Fries before Guys’ plush French fries. While some of the more reserved coastal boutiques and toy stores gravitate towards styles that are more wholesome and punny like our ‘I’m a Fungi’ plush mushroom or any of our new Just Kiddin’ line that features 17 different styles of family friendly punny plush.”
Plush bag charms are the company’s strongest line extension for coastal retailers as well as travel/souvenir shops.
“With their family friendly jokes and over 25 styles, our unexpected designs attract travelers seeking to find some flair for their travel bags,” Trasatti says, noting they do especially well at beach stores that stock keychains and other quick-pickup souvenirs for vacationers.
The company plans to launch nearly 20 new styles for January. While Trasatti says he can’t share the details yet, “We’re confident that our trend seeking coastal retailers will swiftly pick some of these new designs.”
SNUGGING UP TO SEA LIFE
Wild Republic plush offerings include a wide selection of aquatic species, including sea turtles, dolphins and a variety of sharks. The company also carries zippered bags and buckets, each filled with popular figurines, perfect for beach play.
“Turtles remain a top seller, along with our variety of sharks, dolphins, and octopuses,” says Doug Snider, Wild Republic global impression director, of the company’s coastal retail customers. “Our Ecokins plush line, made from recycled water bottles, continues to perform exceptionally well.”
Sales from these adorable rescue plush benefit Clearwater Marine Research Institute.
Movable Shark set, Myphone Shark Water Game and the new Green Guardian Shark set are also gaining traction with seaside retailers.
“Retailers appreciate our competitive price points, especially in the Ecokins line and Myphone Water Games. They value the ability to offer a range of price levels while providing high-quality products from a trusted name in the industry, Wild Republic,” he says.
For the upcoming season Wild Republic is releasing Poppykins, plush with fidget poppers; Earkins, animals with exaggerated large ears; Ecofuzzies, 7-inch, no bead, palm plush; and keychain water games.
CONSERVATION THEMES
The Petting Zoo’s product range for kids that resonates well with beach, coastal and nautical retailers includes a vibrant selection of plush toys, such as the cuddly Wild Onez plushies, fun, jumbo Slapstix slap bracelets, and charming children’s backpack clips, all designed to capture the seaside spirit, according to Kay Griffith, national sales manager.
The bestsellers with retailers in coastal locations are the Wild Onez sea life plush and the Mermaids with Sea Friends, available in a wide range of colors.
Hooded towels like this shark towel from Stephen Joseph are trending with kids.
“Retailers and customers are drawn to these products for their lifelike appeal and creativity allowing children to engage in imaginative play with sea-themed characters,” says Griffith. “Additionally, our customized hoodies featuring various sea life animals cater to the demand for unique, namedrop, making them popular among coastal retailers.”
In 2025, the company is unveiling its new 100% sustainable eco-line, which will feature plush designs inspired by sea life.
“We anticipate a growing trend in coastal kids’ products that emphasizes sustainability and education, particularly through interactive and eco-friendly merchandise,” Griffith says. “Realistic plush toys inspired by marine life offer children engaging ways to learn about ocean ecosystems and the importance of conservation.”
RGU Group is also upping the ante in the area of conservation. The company is in the midst of refreshing its Totally United teddies, reimagining them to be made entirely out of recycled plastic water bottles, “as we continue to commit to embracing sustainability,” notes Atkins.
Call For The Wild’s focus with its products is creating a fun connection with wildlife and education.
“The current range consists of educational and inspirational products designed to promote marine life conservation and fund the work of rescue organizations,” says Billy Campisciano, CEO and founder. “Through supportive partnerships with coastal retailers, the line includes items that educate both children and adults.”
Products range from plush toys, collectibles, pins and patches, animal friendship bracelets, stickers and decals and magnets. A retro conservation T-shirt line is also in the works.
CFTW’s bestselling Adopt a Sea Turtle Hatchlings feature adorable plush sea turtles packaged in reusable, glow-in-the-dark, eco-friendly eggs that resemble real sea turtle eggs. An educational pamphlet has sea turtle facts and tips to protect them. CFTW will be introducing alligator hatchlings in 2025 with the same features.
CFTW, designs, produces and supports products for Marine Life Rescue Project. The project’s sales support the work of the Clearwater Marine Research Institute with a focus on manatees, whales and dolphins. CMRI is a beneficiary for both brands.
From vibrant beach gear and ocean-inspired games to plush that promotes conservation, kids are bound to have a good time at the beach this coming season with your store’s help.
