by Phil Guie and Deanna Atkins
(Editor’s note: This article was updated on November 11, 2014)
This past weekend, playtime was definitely on at mom-and-pop toy stores located throughout the U.S.
Saturday marked the fifth annual Neighborhood Toy Store Day (NTSD), an event started by the American Specialty Toy Retailing Association to support locally owned toy retailers. Community members were encouraged to visit the independent toy store in their midst, and in return, participating retailers hosted in-store arts and crafts, games, and other activities that appealed to families.
In honor of NTSD, The Toy Book’s editorial staff interviewed owners of several neighborhood toy stores in their home communities. In their responses below, the store owners touched on their NTSD plans, the support they give and receive from their neighborhoods, the reasons why shopping at a locally owned toy store is a great experience, and more.
Inna Trinidad, co-owner, Kaleidoscope in Brooklyn, N.Y.
What makes your toy store unique?
Aside from carrying the best specialty and educational toys, we focus on community support through Friday Movie Nights, and of course, our daily riddle. The Riddle of the Day is put out on an easel board, as well as on Facebook and Twitter every day. It has become a community staple as customers, pedestrians, kids, and adults make guessing the riddle part of their daily routine.
Can you tell us a little bit about the community that you serve?
Bay Ridge has grown into a melting pot serving a variety of big and small families. The majority of the community are middle-income working class, who do their best to support local businesses. From time to time, we participate in fund raisers to help local not-for-profits drive awareness to their causes.
Do you have any promotions planned for Neighborhood Toy Store Day?
A portion of the day’s proceeds will be donated to the not-for-profit Bay Ridge Cares, and every person who shops on November 8th will receive a coupon, which can be applied towards their next purchase as a thank you for their support. There will also be apple balloons and a Kinetic Sand station for kids of all ages!
Most importantly, what do you think are the advantages of shopping at a locally owned toy store?
There are endless benefits to customers and community. Local toy stores offer an after school experience designed for exploring, play, and promoting social skills. Smaller spaces really give you the opportunity to stock the best toys in the industry, because we just don’t have the real estate to waste on items that are not as great. A fast, easy, and convenient shopping experience is key, as well as free wrapping and hands-on customer service. We know what we sell and have a very low return rate. Local toy stores eliminate the feeling of not knowing what to buy, and the inventory instills confidence in our customers that the items they are purchasing have real value.
Avi Kravitz, co-owner, Norman & Jules in Brooklyn, N.Y.
What makes your toy store unique?
Aside from carrying well-crafted, imaginative toys made from sustainable materials, we’ve created an environment that makes it peaceful to be in a toy shop. We carefully curate the shop so that it is easier on the eyes—as opposed to many mass market toy stores.
Can you tell us a little bit about the community that you serve?
Our customers are incredible. Of course, any business needs customers, but in our two years, we have had the pleasure of learning how creative and awe-inspiring our community is. It’s been exciting to trade stories and learn more about many of the individuals that visit us. We have even forged many new friendships. It’s been a wonderful experience for Courtney [Ebner, co-owner] and I to become a larger part of our community.
Most importantly, what do you think are the advantages of shopping at a locally-owned toy store?
When choosing a neighborhood, there are a plethora of reasons that one might consider. We were attracted to the beauty, creativity, and the feeling of community. We very much enjoy shopping local and in small shops. We love to engage, hear people’s stories, and feel like a larger part of their store. This is the main reason that we enjoy shopping locally-owned stores. The other reason is that mom and pop stores tend to have passion about their products and are chock-full of knowledge. It is so much nicer than wandering around a big chain store, feeling uninspired and ignored!
Patricia Porco, owner, Funni Business in Oyster Bay, N.Y.
What makes your toy store unique?
I purchase toys and gifts that are not found in large commercial retail toy stores, and I concentrate on products that are learning tools as well as for play, and on special needs products.
Do you have any promotions planned for Neighborhood Toy Store Day?
We are offering arts and crafts along with free giveaways.
Most importantly, what do you think are the advantages of shopping at a locally-owned toy store?
Shopping locally is a great advantage as the products offered are original. I hand pick each and every product sold at my store, in addition to feeling and seeing the quality prior to purchase. Each product must pass the utmost standard of quality, and every product gets free and unique gift wrapping. The atmosphere is inviting to both children and adults, and the store is a happy stop along the fast-paced world we live in. I also offer personal shopping where customers call and shop before and after hours, as well as sidewalk service where customers call in their gift item, and I have it wrapped and waiting for them to pick-up curbside. This way, sleeping children do not get disturbed and parking is never an issue.
Allison McGowan, owner, Teich Toys & Books in New York, N.Y.
What makes your toy store unique?
Teich Toys & Books specializes in imaginative and engaging toys and gifts. Also, we put a strong emphasis on handmade, local, and small manufacturing, as well as made in the U.S.
Can you tell us a little bit about the community that you serve?
We’re located in the heart of the West Village neighborhood of NYC, so our customers are locals and tourists alike. More and more families are settling down in the West Village and there is a need for this type of store to serve their needs. Our customers are looking for fun ways to engage with their kids, and we aim to provide an alternative to bleeping gadgets and plastic junk. We have board games, puzzles, and arts and crafts projects that encourage interaction and creativity. We sell toys that everyone can relate to, young and old, such as Silly Putty, juggling balls, and Slinky. The neighborhood has responded extremely positively. Every day, at least one person thanks us for opening!
Do you have any promotions planned for Neighborhood Toy Store Day?
I’m embarrassed to say that I didn’t know about it! We’ve only been open five months so there’s a lot to learn! We do plan to start a regular story time at the shop, as well as host author readings and book signings. We recently participated in the Bleecker Playground Halloween Festival, which was held in the park across the street from our store. We had a pumpkin pitch game where kids could win stickers and chocolate provided by our neighbors Li-Lac Chocolates.
Most importantly, what do you think are the advantages of shopping at a locally-owned toy store?
Shopping local supports the businesses that are preserving the neighborhood’s character, while serving the community’s needs. We are fortunate to be in a neighborhood that really understands how important that is!
