# Ice Cream Play Sets A Melissa & Doug x Van Leeuwen Collab Launched for National Ice Cream Month By Laura McQuarrie | Published 2026-06-25 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/melissa-doug-x-van-leeuwen References: [prnewswire](https://www.prnewswire.com/news-releases/melissa--doug-and-van-leeuwen-launch-sweet-summer-collaboration-with-limited-edition-ice-cream-play-sets-302809531.html) & [MelissaAndDoug ](http://www.MelissaAndDoug.com /)  National Ice Cream Month is celebrated every year in July, prompting a [Melissa & Doug](https://www.trendhunter.com/trends/melissa-doug1) x [Van Leeuwen](https://www.trendhunter.com/trends/van-leeuwen-hello-kitty) collaboration that introduces limited-edition wooden pretend play sets: the Scoop Shop Ice Cream Counter Play Set and the Scoop Pack Ice Cream Play Set.  The Melissa & Doug x Van Leeuwen collection's [Scoop Shop](https://www.trendhunter.com/trends/scoop-shop-in-nyc) Ice Cream Counter Play Set is a 29-piece wooden ice cream counter, complete with realistic scooping and stacking actions, pretend flavors, play money and two coins for free, real-world scoops. The Scoop Pack Ice Cream Play Set, a budget-friendly add-on or standalone, includes a realistic ice cream tub, a pair of pretend scoops, a wooden spoon, and also features a coin that can be redeemed for a real, complimentary kids' scoop.   As part of the collab, a signature Van Leeuwen Ice Cream flavor, Berry Good Imagination, inspired by Melissa & Doug, is coming to select scoop shops in New York, New Jersey, Connecticut, and Pennsylvania.   ## Trend Insights (Trend Hunter) - Score: 8.6/10 - Popularity: 87% | Activity: 88% | Freshness: 83% - Audience gender: 50% men, 50% women - Primary generations: Gen Alpha - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Youth](https://www.trendhunter.com/youth) ## Key Themes ### Key Themes Behind This Trend - **Phygital Play Rewards:** Physical play sets tied to redeemable in-store treats create new value at the intersection of imaginative play, loyalty mechanics, and family retail experiences. - **Cross-category Toy Collaborations:** Unexpected partnerships between toy brands and food companies signal demand for collectible products that extend brand storytelling across both home and storefront environments. - **Food-inspired Pretend Play:** Realistic culinary role-play products reflect a growing market for tactile, skill-building toys that mirror everyday consumer rituals in kid-friendly formats. ### Where This Applies - **Toy Manufacturing:** Wooden pretend play products with branded components present opportunities for premium limited editions that combine durability, nostalgia, and experiential licensing. - **Frozen Dessert Retail:** Ice cream shops connected to children’s merchandise can transform seasonal promotions into traffic-driving family experiences with memorable redemption moments. - **Family Entertainment:** Hybrid play-and-visit concepts blur the boundary between at-home entertainment and real-world outings, creating fresh pathways for kid-centered experiential commerce. ## Related on Trend Hunter - [Collectible Fast Food Miniatures](https://www.trendhunter.com/trends/lil-mcdonalds-happy-meal.md) - [Color-Changing Cooking Toys](https://www.trendhunter.com/trends/simmer-stir-stovetop-play-set.md) - [Candy-Scented Squish Toys](https://www.trendhunter.com/trends/squishi-products.md) - [Collaborative QSR Kids-Meal Toys](https://www.trendhunter.com/trends/sanrio-and-tmnt.md) - [Kids-Focused Space-Themed Collaborations](https://www.trendhunter.com/trends/spacethemed-collaboration.md) - [Supermarket-Inspired Slime Toys](https://www.trendhunter.com/trends/zuru-slime-mart.md) - [Spooky-Fun Fast Food Meals](https://www.trendhunter.com/trends/frosty-frights-kids-meal.md) - [Cool-Touch Kid-Friendly Ovens](https://www.trendhunter.com/trends/yumyum-real-baking-oven.md) - [Developmental Bath Toys](https://www.trendhunter.com/trends/bath-toy-collection.md)