Toy stores in Newton are confronting tariff challenges as the holiday shopping season approaches.

Will Regan, manager of Henry Bear’s Park in Newtonville, said prices of some toys have risen as a result of tariffs imposed by President Trump, as most toys he sells are made outside the United States. Toy distributors have increased prices because of the tariffs, and stores have adjusted accordingly, he said.

“We’re trying to stay competitive in the marketplace,” Regan said, “and competing with places like Amazon and Target is already difficult, but when there’s this extra layer of difficulty and uncertainty, we’ve had to change our buying strategies.” Henry Bear’s Park is an independent toy store that originated in Brookline and now has 10 stores in Massachusetts and Rhode Island.

Total U.S. toy imports dropped 31% from June 2024 to June 2025, mainly due to a 47% decrease in imports from China, according to an August report from the Toy Association, an industry group that represents toy businesses. A similar pattern appeared in May, when overall imports fell 28% and imports from China declined 45%.

Since April, Trump’s tariffs on Chinese goods have reached as high as 145%. With the extension of the tariff truce through November, the rate has been lowered to 30% to ensure supply for the holiday shopping season.

“Based on what we’ve heard from toy companies, toy prices are going to be higher,” said Greg Ahearn, president and CEO of the Toy Association. Because the number of toy imports seems to be lower than last year, he said, there may be fewer toys available to buy this holiday season.

Ahearn said the Toy Association is continually advocating for lower tariffs. 

“It’s our goal and every small toy retailer’s goal to make sure that kids get that toy that’s on their wish list because toys represent this learning opportunity, whether it’s physically or intellectually,” Ahearn said. 

Joe Cefalo, owner of Learning Express Toys & Gifts in Newton Centre, said the tariffs have raised the cost of products from some of his vendors. But instead of seeing it as a setback, he said he has treated it as an opportunity to look for more American-made products. 

Cefalo said his store has hardly been impacted by the tariffs. “I think what’s happening is some of the businesses who have outsourced a lot of their products through China have now opted to pair with more local vendors,” Cefalo said. 

Learning Express Toys & Gifts is a franchise business that has more than 120 stores in 27 states. The Newton location is a local family-run store, which has been part of the community for 34 years.

The upcoming holiday shopping season remains a challenge for the local shops, as most stores order inventories several months in advance.

Regan said he worries about whether Henry Bear’s Park will be able to stock enough merchandise for holiday shopping.

“Some vendors aren’t even sure if they’re going to have products for the end of the season,” he said. “So they’ve been nervous about that as things are getting stuck in customs and shipyards, waiting for these tariff bills to be paid or to go away, or nobody really knows what’s going on.”

Despite the challenges, local shoppers have shown support for the neighborhood stores. 

“I’ve seen a little bit of increase in prices, especially in smaller stores,” said Vicky Polat, a marketing manager in Boston, who was shopping for small decorations at Henry Bear’s Park. “If the person has the means to be able to shop local, I think that’s nice.”

Polat said people have different price sensitivity, so she understands why many people lean toward online shopping for lower prices. “If there’s certain small gift items that I’m going to purchase for a friend, I still think there’s a more meaningful connection if you buy it from a small business.”

Since toy stores in Newton are all small local businesses, shops and neighborhoods create a relationship of mutual support. 

“I think most of our customers are very understanding,” Regan said. “Most of the people that shop here choose us because we’re a smaller toy store. We’re local. We’re all very community based.” 

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This story is part of a partnership between the Newton Beacon and the Boston University Department of Journalism.