Hard to find made easy.

Shop products that match your store’s personality, in one place, on your schedule, 24/7.

Sign Up

Fitzroy is online wholesale for buyers looking to stock well chosen goods for little ones.

Products you'll love
Products you'll love.

Discover hand picked, independent brands already vetted by other retailers.

Easy to use
Easy to use.

Order directly from several brands in one place. Add the products you like to cart and check out. No paper.

Always free
Always free.

Fitzroy is free for retailers. No subscriptions and no fees.

Real editors
Real editors, not robots.

Your recommendations are assembled with love by actual humans. We support you every step of the way from browsing to reordering.

Meet our brands.

Fitzroy pulls together a well rounded assortment of the toy industry. We feature some of the freshest independent toymakers side-by-side with more established brands that want to scale with specialty retailers.

Meet our brands.

Fitzroy pulls together a well rounded assortment of the toy industry. We feature some of the freshest independent toymakers side-by-side with more established brands that want to scale with specialty retailers.


Buy different.

Your store is a reflection of you and you’re not big box. Our product collections are inspired by local stores who stand out in their community with a unique perspective.

Offer variety with low minimums.

Order in small batches to stay flexible. We help you keep the smaller lines from getting lost with merchandising tips, inventory checks, and reorder reminders.

Stock smart.

We crunch the data to help you curate a savvy selection that stays ahead of the trends. Our Merchandising Editors work with you to be smart about what you stock without pushing product.


Fitzroy is perfect for educational stores.

maginifying glass
For Discovery

"I'm constantly looking for new brands to add to the hundreds I already sell. Fitzroy lets me easily and quickly discover something new, saving me time to actually manage my store."

Tara, Tweak

open 24 hours
For 24/7 Access

"I want to offer my customers something different. Fitzroy is a trusted partner that allows me to conveniently place orders 24/7 - mornings, evenings, and weekends - so that I have time to work with customers during the day."

Christine, Miracle Mile Toys and Games

wagon
For Reordering

"It's so simple to reorder on Fitzroy. Restocking a favorite item is as easy as a few clicks."

Pam, The Read Apple

Shopping is fun. Wholesale shopping should be fun too.

Use Fitzroy to enjoy the search.

Get Started