Our Values
At The Good Toy Group, our values aren’t just words on a page—they’re the playful, purposeful principles that have guided our cooperative for three decades. These values and related “Superpowers,” shape everything we do, from the catalogs we design to the ways we support our Members and Partners.
Creativity
Color outside the lines and nurture diversity everywhere we go!
Creativity is the hallmark of what we do. Our catalogs, digital marketing, and every interaction reflect our unique TGTG style. We believe life is about discovering that anything is possible, just as children do through play. Each store owner, parent, child, staff member, and vendor brings unique creative energy that we celebrate.
Our creativity superpowers include:
- Openness: Embracing new ideas with child-like curiosity and running our businesses with open hearts
- Imagination: Thinking beyond boundaries to dream up new possibilities and visioning the future needs of our toy channel
- Courage: Taking bold steps outside comfort zones to try something new and acting in the face of fear
Delight
Create childhood memories that last a lifetime!
We leap beyond day-to-day customer satisfaction to create moments of pure joy that create core memories. When a child opens a gift or discovers a new toy, that magical moment of delight drives us. We serve families and communities who are committed to a world where play, abundance, and possibility dance together.
Our delight superpowers include:
- Spirit of Play: Maintaining a lighthearted approach to everything we do and bringing a playful way to the journey
- Joy: Finding and sharing extraordinary happiness and pleasure in our daily work
- Laughter: Celebrating the sound of giggling as the best medicine and sharing our humanity with light-hearted honesty + real bonds
Integrity
Serve children and make what we do matter!
Our word is our promise. Every interaction is approached with integrity, authenticity, and goodness. Serving children everywhere, promoting entrepreneurship, and celebrating the value of play are at the heart of our purpose. We’re committed to making a positive difference in the world of toys and beyond.
Our integrity superpowers include:
- Authenticity: Being genuine in all we do and say, with kindness and commitment to embracing our growing edges
- Simplicity: Embracing “less is more” to create clarity and fast forward motion
- Well-Being: Caring for ourselves, our members, and the communities we serve, promoting healthy child development and adulthood through play
Success
Foster financial growth and success with generosity and win-win solutions!
Success for us means achieving measurable results for our Members, Vendors, and the families we serve. We examine our goals in light of our values and continuously evolve to meet changing needs. Through digital revolutions and global challenges, we remain devoted to being the best source for good toys—whether online, in-store, or through social channels.
We’re fiercely committed to promoting local shopping and entrepreneurialism for the personal connections they build in our communities. Looking ahead, we’re also embracing sustainability practices for our industry, partnering with ASTRA and other organizations to ensure good toys continue to delight children for generations to come.
Our success superpowers include:
- Love: Intense feeling of deep affection, great fondness & warmth, and a sense of caring and loyalty
- Empathy: Understanding another’s feelings and motivations, finding a connection to what’s shared or common.
- Gratitude: Quality of being thankful, readiness to show appreciation, and return kindness
These values and superpowers aren’t just aspirational—they’re the practical magic that has kept our cooperative thriving for more than 25 years. When you encounter The Good Toy Group through our catalogs, our member stores, or our vendor partnerships, you’re experiencing these values in action.