Be Craftful, in Fanwood, New Jersey is new to the specialty retailer marketplace – only open since this past June, but excited and roaring with business! The owners, and husband and wife team, Demian and Amy, chose to start up their company in Fanwood because of how great the town is and how nice family living is there.
“We just knew it was the perfect place to open a toy store. It’s really become a destination for moms and dads to bring their kids to create, gift, and giggle together. We hope to always offer this kind of experience,” said Amy.
Be Craftful encourages children to create things on their own and use their imaginations. They host numerous in-store craft events each month for shoppers. “This is why we love the Manhattan Toy imagine I CAN line!” said Amy. The store also carries a variety of classic play toys including games dolls and figurines.
Amy says it’s fun to work with all types of manufacturers and find the best products for their store and customers.
“I love sifting through all the catalogs and finding the newest, most unique items! We always keep a lot of fresh and classic favorite items in our store. The most rewarding part of my job is seeing how happy we make our customers – especially when they find the perfect toy, knowing I was able to provide them with it,” said Amy.
Thank you Be Craftful!
250 South Avenue at the Fanwood Crossing
Fanwood, New Jersey
(908) 322-3226
Latest Stories
Our Love, Stella Sleepy Time Peach Set has been nominated as a finalist in the Doll category for this year’s Toy Of The Year awards (TOTYs). Help us win! Cast your vote today to make our Love, Stella Sleepy Time set the 2026 Doll of the Year or People's Choice winner.
5 Simple Steps to Strengthening Parent-Child Bonds
A Simple Yet Powerful Way to Strengthen Parent-Child Bonds Learn the 5 steps to the “Special Time” technique to deepen your child/parent connection. By: Dr. Joy A. Lauerer DNP, APRN, PMHCNS-BC Have you heard of the "Special Time" technique? As...
The Importance of Doll Playtime in Early Childhood
Why is doll play so important for a child’s development? The benefits of solo doll play extend beyond emotional growth; it has a profound impact on both cognitive and social development. Learn more about the benefits of doll play from Dr. Joy A. Lauerer - one of our resident early childhood development experts.
17 Style Upgrades to Transform your Kids’ Room

Here are 17 simple ways to upgrade your kid's room without breaking the budget. Check out these budget-friendly tips to transform and refresh your kid's space.
Organizing can be a challenge, especially when kids are involved. Here are some tips to make organizing your kids play space easy, stress free and even FUN!










Creative School Lunch Twists
Magnificent Autumn