Far From Wal-Mart: Once Upon a Time Toys Thrives on the Past
November 2003 | Vol. II - No. 11
Retailer Spotlight
Far From Wal-Mart: Once Upon a Time
Toys Thrives on the Past
By Marc Lemay
November 2003
Store Name: Once Upon A Time Toys (ToyShow) Store Location: 1799 Mountain Road, Stowe, Vermont 05672 Store Owners: Jane Christopherson Store Web Address: www.onceatoy.com
“Specializing in good, old-fashioned fun” isn’t just an ad slogan at
Once Upon A Time Toys in Stowe, Vermont. Owner Jane Christopherson
and her staff of three have been catering to local residents and tourists
with a selection of classic toys for 27 years.
Dinosaur Card Game
“Most of our customers are tourists, but our local following is very
strong, too,” Christopherson says. “We have tourists who come back year
after year.” Christopherson started the store because there were no other
toy stores in the Northern New England town. With experience in retail
clothing under her belt, she made the jump into her own toy store.
Since opening her doors, the premise has been simple: offer customers
high quality, hard-to-find toys from around the world.
Geomag
Christopherson’s product line eschews pixels and battery-powered blinking
lights for the pleasures of simple play. “We sell unique toys from around
the world that help children learn through play,” she says. “We are a
hands-on toy store, and many of our products are out on display. Kids
and parents are encouraged to play with them in the store.” The store
includes favorites like Geomag, as well as classics like Barrel
of Monkeys.
Farm Bowling Friends
“I buy from importers that depend on specialty retailers like myself,
companies like International Playthings, Small World Toys,
Schylling, Ravensburger Puzzles, Do-a-Dot, Binary
Arts, Creativity For Kids and other similar companies,” she
says.
Christopherson says there are many factors that influence the “play value”
of the products she carries, both in her store and online. “I determine
play value by the uniqueness of the toy to hold the child's interest by
way of color, texture, expanding curiosity, problem solving, dexterity,
safety and durability,” she says. While you can find simple toys like
wooden blocks in a bag at the store, Christopherson also likes to stock
newer toys with educational themes.
All of the products available in the brick and mortar operation can also
be had online (onceatoy.com), with Christopherson working from the in-store
stock rather than maintaining a separate inventory for the online store.
“Most of my web customers are grandparents and aunts and uncles. They
are looking for everything from infant toys to adult games. I wish I had
many more web customers that are parents.”
Lemonade Stand
While her Internet operation is still growing, Christopherson takes pride
in the individual service offered at her brick and mortar store. “My early
background was in art, and I still love to do displays throughout the
store and in the windows,” she says. “We get many compliments on how nice
our store looks.”
One of the things in her favor, according to Christopherson, is the fact
that there haven’t been any “break out” toys in the past few years, causing
people to head back to finding tried-and-true toys. “Over the last few
years, there hasn’t been any gotta-have toy,” she says. “I like that a
lot, because it gives people the ability to buy across the board and not
just focus on one particular toy.”
Unlike most small retailers, major discount chains haven’t affected Christopherson’s
operation. She says that being almost an hour away from any large retail
operation has its advantages. And despite her rural location, she keeps
in touch with her customers through e-mail and local advertising.
After 27 years, Christopherson has stayed true to her original vision
a locally owned and operated toy store with a focus on simple toys that
kids enjoy. “Even today, kids and parents still enjoy the same simple
toys without noise,” she says.
