In the running competition for Best Aunt, I am going for gold. One key to achieving that goal (as shameless as it may be) is getting excellent gifts for my nephews. Not the flashiest little outfits or the newest, most expensive toys, but things that are truly unique and special—a vintage coloring book, maybe, or a one-of-a-kind shirt. Lucky for me and other New Yorkers, the last few months have seen a wave of exciting new children’s stores open in the city.
These new offerings bring a fresh burst of energy to the independent children’s store landscape, joining established standbys like Mary Arnold Toys, Books of Wonder, and Kidding Around, and relative newcomers like Misha and Puff. Even better, they also serve as community spaces, with story times and other events to bring everyone together.
Below, meet the newest brick-and-mortar children’s stores that are delighting the city’s kids and adults alike.
141 India St, #4, Brooklyn, NY 11222
Photo: Kelly Adelia
A candy-colored dream in Greenpoint, Store Called Store opened in October 2025 and was conceived by artist Kelly Adelia as a “living installation” full of vintage toys, quilts, lamps, collectibles, and unusual objects.
Photo: Joshua Simpson