Your child is playing with blocks.
They fall. That’s what blocks do.
How does he or she react? And what about you, as a parent?
“It’s okay to feel upset,” you could say. “Let’s talk about it.”
Or, “When that tower fell, how did that feel?”
Handling emotions is one of 6 skills that support children’s mental health through everyday play, Brian and Lauren Bernstein note.
Another one is problem-solving. “It won’t work!” your frustrated child says, when things don’t go as planned.
“Hmmm … what else could we try?” you suggest.
Or “What do you think went wrong?”
The Bernsteins are not child psychologists.
But they do know kids.
Brian — a 1984 Staples High School graduate — spent 21 years in the toy industry. He headed up sales for his brother Doug’s Melissa & Doug company, helping grow the department from 14 people (and the firm was called Lights, Camera, Interaction!) to its enormous e-commerce presence.
Lauren knows children too. She’s been a piano teacher for 40 years.
Brian and Lauren Bernstein
Bernstein, and other family members, left Melissa & Doug in 2021. After his non-compete agreement ended, he wanted to get back into the business.
“Developmental pre-school toys are not screens. They’re wholesome,” he notes. “They’re so important at a young age.”
Though wooden toys have become more expensive, he wanted to make them accessible and affordable: $29.99 or less.
But he and Lauren had another reason for starting a new company: a way to honor their late son Jason.
Nicknamed Jasey, he was “an amazing, beautiful child,” Brian says.
“He was a great pianist — he could improvise for hours. He composed music. He taught himself oil painting, and made movies.”
But Jasey struggled with mental health challenges for most of his life. They became more prominent in his teens.
The Bernsteins tried everything: therapists, psychiatrists, programs, medications.
Nothing helped. “He didn’t want to be here anymore.” He lost his battle in 2019, age 25.
Jason Bernstein
Behind the company — called Jasey’s Toy Chest — is a mission: to help families struggling with mental health issues.
The founders partnered with the Kids Mental Health Foundation and the Jed Foundation (serving teens and young adults). The non-profits provide expert guidance and advocacy.
Together, the partners — and Jasey’s Toy Chest — are helping destigmatize mental health. They provide prompts, tips, suggestions, resources and solutions for parents and caregivers to talk about it.
And, Brian Bernstein says, “We’ve kept it simple. This is not a big homework project. Fifteen minutes of play a day can make a difference. It’s all about ‘intentional play.'”
The Bernsteins began shipping their toys in March. Already, they’re on Amazon, and in Awesome Toys. In September, they’ll be featured in 600 Barnes & Noble stores.
Playing with a wooden workbench.
And they’ve just won 5 (very prestigious) Oppenheim Awards.
That’s not child’s play.
But then again, it is.
(For more information, click here for the Jasey’s Toy Chest website.)
(“06880” regularly covers interesting Westporters, local businesses, health and wellness — and, like today, their intersection. If you like these stories, please click here to support us. Thank you!)
Jasey’s Toy Chest display, in Awesome Toys’ Westport store.
