Tracey Jacobs (lft rear) & Shamie Ramgoolam (rt), Silly Goose Kids, greet customers.
For the five Toronto-area specialty retailers who participated in Canada’s first-ever Neighbourhood Toy Store Day on November 12, Mother Nature was at her most cooperative. From Mississauga to the city’s east end, the balmy temperatures and bright sun had families strolling the streets, checking out local businesses and, of course, paying a visit to their community toy shops.
Launched by Neighbourhood Toy Stores of Canada (NETS), a nationwide group of independent retailers, the inaugural NTSD was designed to encourage consumers to explore the superior service and unique products offered by independent, specialty retailers.
While reports are still to come from participating NETS retailers in other provinces and cities, several of the GTA-based locations were obviously enjoying great response from consumers. Toys & Games Magazine visited three stores — Toytown, Treasure Island Toys, and Silly Goose Kids — and at each we were met with happy sights and sounds of kids laughing, moms and dads chatting with owners and staff and, best of all, cash registers ringing.
At Toytown, in trendy north Toronto, owner Shari Bricks and staff were kept hopping as they welcomed at least twice the usual number of Saturday-morning customers. Bricks, who said she was hoping for as many as 500 visitors through the day, offered a variety of NTSD specials, such as free cupcakes from a local bakery, savings on kids’ books, contests, giveaways, and hands-on play with Lego, Perplexus, Rubik’s Cube and Borgfeldt Canada’s popular R/C Litehawk Helicopter.
Across town at Treasure Island Toys, owners Kate Mackinnon and Lori Parker were also coping with busy aisles. The pair reported they were anticipating about 300 regular and new customers through the day, with about 100 kids and parents expected alone for the mid-afternoon performance by popular magician The Great Baldwin. They said staff had survived a hectic morning of entertaining kids with face painting, book readings, and filling bags with free popcorn. The chance to win a giant Manhattan Toy plush bear, with a $200 MSRP, had folks lined up at the cash desk even during the brief lunchtime lull.
Meanwhile, Tracey Jacobs and Shamie Ramgoolam, two well-known retailers who co-own Toronto’s newest toy store, Silly Goose Kids, were finally able to take a breather around 2 PM after a busy morning of welcoming a steady flow of parents and kids. NSTD festivities at Silly Goose included draws for select product, a Piggy Paint nail-spa experience, free loot bags and giveaways of cute “Shop Your ‘Hood” pins. Customers who were able to repeat the day’s secret word — posted earlier on the Silly Goose Kids’ website — got their purchase minus the HST. Expecting around 200 visitors, Jabobs and Ramgoolam said NTSD was a definite success, resulting in brisk sales and increased awareness of their beautiful store.
Over the coming weeks, NETS spokesman Deb Cauz says the organization will be processing and assessing feedback about Canada’s first NTSD from all members. But if the busy aisles at Toronto’s NETS stores were any indication, the event was a hit with customers and worthy of a second date in 2012.
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