Mar 7th 2025
[Ticonderoga, NY] March 5, 2025 – Joann Cartiglia, founder of The Queen’s Treasures, has been named the Toy Association’s “Advocate of the Year” for 2025, recognizing her years of dedicated legislative work on behalf of the toy industry. Cartiglia, a small business owner who makes magical dolls, furniture and accessories inspired by Laura Ingalls Wilder's Little House on the Prairie stories, has long championed fair-trade practices and toy safety.
The Advocate of the Year award recognizes individuals who have made significant contributions to the toy industry, honoring those who have gone above and beyond to help develop a better future for the industry and all who are involved in it.
“I am truly honored to be recognized by my colleagues with such a prestigious award,” said Cartiglia. “As a small business owner among industry giants, this award is a testament to the fact that every voice matters. Advocacy isn’t just for big corporations; it’s for anyone who believes in fairness, safety, and the future of entrepreneurship.”
This honor, said Cartiglia, comes at a critical time, as the recent 20% tariff on imported toys places immense strain on American toy manufacturers.
“We operate on razor-thin margins to stay competitive, and absorbing this tariff is, truly, impossible,” Cartiglia stated. “The unfortunate reality is that prices must rise, impacting both businesses and consumers.”
Nearly 80% of toys sold in the U.S. are manufactured in China, where factories adhere to rigorous American, European, and Canadian safety standards. Small businesses like The Queen’s Treasures rely on these specialized manufacturers to produce unique, handcrafted products at viable quantities.
Cartiglia warns that the tariffs disproportionately hurt U.S.-based entrepreneurs.
“While toys may be produced abroad, 80% of The Queen’s Treasures’ revenue remains in the U.S., supporting American jobs in logistics, packaging, warehousing, retail, and more,” said Cartiglia. “Large companies (may be better positioned to) can weather tariffs through bulk purchasing and price adjustments, but small businesses cannot.”
While legitimate businesses comply with strict safety testing, loopholes in trade policy allow unregulated products to enter the U.S. without oversight. In an attempt to level the playing field, President Trump issued an executive order on February 1, 2025, eliminating the “De Minimis” exemption for Chinese imports, which previously allowed packages under $800 to bypass customs documentation and safety certification. However, this decision was reversed just three days later due to logistical concerns over handling 4 million daily shipments.
“This reversal puts compliant U.S. businesses at an extreme disadvantage,” Cartiglia emphasized. “Small toy companies like mine follow every regulation, but we are forced to compete with untested, direct-from-China products that evade both tariffs and safety laws.”
“Americans have long trusted that the toys they buy are safe,” Cartiglia said. “That trust is being eroded by unchecked imports. Our government must take action to protect both consumers and responsible businesses.”