How to buy wholesale toys for resale

Wholesale toys are sold by the case, not the unit: you pay a unit price times a fixed case pack (most often 12, 24 or 6 units), and resell at or near the suggested retail price (MSRP), which on ToysinBulk runs about twice the wholesale price — a roughly 50% gross margin, known as keystone.

Unit price, case pack and case price

Every wholesale listing has three numbers. The unit price is what one piece costs you. The case pack is how many pieces come in the smallest quantity you can order. The case price is the two multiplied together — the amount you actually pay per line.

A fidget toy at $3.99 a unit in a case of 12 is a $47.88 case. Compare suppliers on the unit price, but budget on the case price.

MSRP and margin

MSRP is the manufacturer's suggested retail price — what the item usually sells for on a shelf. Your gross margin is (MSRP − unit price) ÷ MSRP. At a 2x markup that is 50%.

Across the ToysinBulk catalogue the MSRP is close to 2x the wholesale price on most items, so a $3.99 item typically carries an MSRP around $7.99–8.99. Each product page shows the MSRP, so you can work out the margin before you buy.

What to check before you order

  • Case pack — can you sell that many before the season ends?
  • Unit price against MSRP — is there room for your margin after shipping?
  • Assorted vs single style — 'assorted' cases mix colours or designs, which helps a peg display but means you cannot pick
  • Shipping threshold — ToysinBulk ships free over $200; below that a flat standard rate applies
  • Lead time — in-stock items dispatch in 1–2 business days; pre-order items state their ship window

Minimums and how ordering works on ToysinBulk

  • There is no order minimum beyond one case of each item
  • Wholesale prices show with a free trade account — instant, no application, nothing to pay
  • Orders are paid by ACH or wire transfer to Neom International LLC, the company that operates ToysinBulk; your order number goes in the memo
  • Orders ship from the USA; damaged or incorrect items are replaced or credited if reported within 30 days

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Common questions

What does 'case of 12' mean on a wholesale toy listing?

It means the smallest quantity you can buy is 12 units of that item. You pay 12 × the unit price for one case, and can order more cases.

What margin do toy shops make on wholesale toys?

A common target is keystone — retail at twice the wholesale cost, about a 50% gross margin. On ToysinBulk the suggested retail price is around 2x wholesale on most items.

Do I need a resale certificate to buy wholesale toys?

ToysinBulk does not require one to open a trade account. Sales-tax treatment depends on your state, so keep your resale certificate on file with your accountant.

More guides: Claw machine prizes: what to stock and what they should cost · Vending and capsule machine toys: what fits and what pays · Classroom prize box and treasure box toys: a budget guide · Party favors and goodie bags in bulk: how much per bag · Carnival prizes by tier: small, medium and large

Updated 2026-11-02 · ToysinBulk, operated by Neom International LLC