Mary Arnold Toys, an Upper East Side institution since 1931, is bringing an outpost of the Oxford, Mississippi art and design shop Amelia to its Upper East Side store starting October 20 through the holidays. After F.A.O. Schwartz closed its doors for business this summer, Mary Arnold Toys became the oldest continuously run toy store in the U.S.

One of the first items on offer through the Amelia outpost will be this adorable croissant-shaped baby rattle. The idea of a toothless baby chomping down on this soft rattle is almost too cute to bear. Handmade in the USA by the Los Angeles-based toy maker Wild Pines, the linen-wrapped rattle is available in a limited number for $28.00 exclusively at Amelia’s website and the Amelia Outpost at Mary Arnold. Doughnut shaped rattles are coming out next, so the question remains … can Cronuts be far behind?