In 1998, when Melissa Moore opened the first Toy Crazy in Malibu, Calif., the beachside town was a lot more laidback than it is today. Sandals and cutoffs were de rigeur fashion and iconoclastic specialty shops the norm. Now, her mall is filled mostly with high-end chains and her customers frequently include Hollywood celebrities, she told TDmonthly Magazine.
Despite the changes, Melissa has managed to maintain Toy Crazy’s distinct identity. At both her Malibu and Brentwood stores, she focuses on specialty products that her clients cannot find elsewhere and pays attention to trends, such as higher demand for infant products, eco-friendly toys and muted colors that suggest natural dyes and paints. Though she offers some generic beach items, the bulk of her non-infant sales comes from family games and dress-up.
See toys that sell well at Toy Crazy in the videos below (please scroll down the page to see them all) and watch the video above to hear Melissa explain what makes her store unique and why it has lasted for more than a decade.
Here are some toys that Toy Crazy customers are crazy for:
Dragonfly’s Heli-Scoopter is a durable vehicle that cleverly transforms into a sturdy sand tool. Sized for “take along” fun, this water resistant, five-in-one play set includes a Sprig Hollow insect character with interchangeable wings.Dragonfly’s Heli-Scoopter is also a shovel and the helipad is a sand strainer. Launch date: 2008. 10/16/2008 (Price: $13.99; Age: 3 and Up) [Add to my Inquiry Basket][?]
Suitable for ages 3 months and up, this activity toy features bright colors and pictures of expressive baby faces by renowned photographer Penny Gentieu. It features various textures along with a bell, a rattle and teething accents. 1/5/2009 (Price: $16.00; Age: 0 and Up) [Add to my Inquiry Basket][?]
Taggies Naturals are ideal for the family that embraces a natural lifestyle and has both safety and the environment in mind. These small 12" x 12" blankets are made of exceptionally comfortable, 100% certified organically grown cotton fibers, pure silk ribbons and safe dyes. With an eco-friendly conscience, the Naturals collection offers sophisticated and unexpected prints. Launch date: 2009 7/16/2009 (Price: $28.95; Age: 0 and Up) [Add to my Inquiry Basket][?]
The Gyro-discs spin up to 1000 rpm. Just hold the 11" metal ring and strike the smaller, colored discs. As you rotate the ring, the discs begin spinning faster and faster, like mini-gyroscopes. At first, the challenge is to keep all the discs spinning. Once you can do this, there are several tricks and stunts to master. 7/16/2009 [Add to my Inquiry Basket][?]
Babies can be at home wherever they go, if the Monkey Mat goes with them. This extra-soft plush playmat and rug will keep baby safe and clean. 7/16/2009 (Price: $45.00; Age: 0 and Up) [Add to my Inquiry Basket][?]
Toddlers will love leading the parade with this wooden elephant that claps two cymbals together when pushed along. With a large wooden knob for easy grasping, this is a wonderful first push toy to accompany those first steps. Brightly painted with non-toxic paint. It measures 21.5" x 7" x 5" assembled. 7/15/2009 (Price: $24.99; Age: 2 and Up) [Add to my Inquiry Basket][?]
Young children will enjoy this as a counting game, while two to four older players will enjoy it for the strategy. Our heirloom quality version of this classic seafaring game has a latching wooden box that features a transparent, shatterproof top and flipping wooden number tiles. It includes two dice, a convenient storage pouch and a detailed instruction booklet. 7/15/2009 (Price: $24.99) [Add to my Inquiry Basket][?]
The Pirate Set includes panne vest, and a hat made from durable laminated panne. New this year, the set includes the Eye Patch. It comes in black or red. 7/16/2009 (Price: $29.99) [Add to my Inquiry Basket][?]
The Knight Set (60063) is made of a laminated silver spangle in a tunic style with elastics attaching the sides for flexibility. The Knight Set comes with a reversible hood, the Knight Glitter Cape and the Crown are sold separately. The Fairy Dress with Wings (34633) is made of a lilac crepe satin ruched top and the skirt is made of layers of tulle and soft lilac tricot. The attached wings are covered with silver sparkle tulle. 11/12/2008 [Add to my Inquiry Basket][?]
This soft foam pirate saber will make a little blackbeard feel like the king of the seas, without causing any harm. 7/16/2009 [Add to my Inquiry Basket][?]
This durable metal shopping cart looks just like those in real stores. Sturdy metal construction includes pivoting front wheels, a folding doll seat and protective corner bumpers to navigate the aisles in style and safety. It measures 18.5" x 13.5" x 22.5" assembled. Contains small parts. Adult assembly required. Launch date: 2009. — These carts are best sellers at Learning Resources Toy Magic in Fort Walton, Fla. "There are between 25 and 35 on hold for Christmas," Owner Mark Pattison told TDmonthly in late October 2009. — Jamie Burdette, owner of LB Toys in Media, Pa., said in fall 2009 that his store sells about 60 of these shopping carts per month. 7/15/2009 (Price: $49.99; Age: 3 and Up) [Add to my Inquiry Basket][?]
These princess dresses are extra beautiful and represent what Little Adventures is known for — comfort, durability, washability and affordability. The deluxe versions are absolutely irresistible, with added layers and fancier trims that make them perfect for an afternoon tea, a fancy birthday party or Halloween. Launch date: July 2007. 3/15/2007 (Price: $37.99; Age: 1 to 9) [Add to my Inquiry Basket][?]
This fairy tunic features a bridal satin top with multiple layers of tricot and tulle for the skirt. The fairy tunic is designed to be worn over clothes, and it fastens at the sides with adjustable satin ribbon ties. Trimmed with ribbon roses, this fairy dress is sure to be a hit with any fairies-to-be. It features satin-tie ribbons allow for size flexibility at the waist. It comes in light pink, dark pink, lilac and purple. 7/16/2009 (Price: $29.99; Age: All Ages) [Add to my Inquiry Basket][?]
Pocket Critters may be heated for 30 seconds and used as hand warmers or frozen and used as boo-boo buddies. They are filled with our "sweet dream" special blend of flaxseed, chamomile, lavender and a hint of orange. Each Pocket Critter is 4 ½” (11cm) tall and made with velvety soft fabric. 9/23/2008 (Price: $12.00; Age: 3 and Up) [Add to my Inquiry Basket][?]
Playing with puppets can be a joyful experience for children as they create stories, use new words and practice fine motor skills to make puppet gestures. 7/16/2009 (Age: 3 and Up) [Add to my Inquiry Basket][?]
The most famous marionette of allis rendered here in hardwood, felt and fabric. When you see him spring to life wit a few rocks of the control bar, you will understand why this has been Fish River's best-selling marionette for 22 years. The handmade,wooden Pinocchio is a classic "sculpture in motion" that will delight young and old alike. 7/15/2009 [Add to my Inquiry Basket][?]
This stegosaurus marionette is constructed of hardwood, fabric and leather. It can walk, amble and run like it's being chased by a T Rex, all with a simple one-hand operation. They feature a unique, tangleproof design that makes untangling a snap. 7/15/2009 [Add to my Inquiry Basket][?]
This wind-up musical doll rolls her head in time with the music. She's "Jo" in the "Little Women" collection. 8/25/2009 (Age: 8 and Up) [Add to my Inquiry Basket][?]
Mopley is a 12” curly white plush lamb with corduroy face and legs and zig-zag top stitching. 8/25/2009 (Price: $25.00; Age: 0 and Up) [Add to my Inquiry Basket][?]
This double stroller is perfect for toting twins. It features a pink plastic frame and pink fabric. 8/25/2009 (Price: $31.99; Age: 3 and Up) [Add to my Inquiry Basket][?]
A low center of gravity and wide wheels give this classic wooden push trike stability enough for the tiniest of tots. 8/25/2009 (Age: 1 and Up) [Add to my Inquiry Basket][?]
Thornwald will come alive with a child's imagination for puppetry magic. He features plush fur and googly eyes. 8/25/2009 (Price: $16.00; Age: 3 and Up) [Add to my Inquiry Basket][?]
Tynies are glass collectibles, introduced in 2008 with 40 diferent styles. New styles are released three times per year. Each Tynies has a name — each name is three letters. First edition Tynies come on a cardboard base tha can be removed by soakin gin water for about one minute. Because Tynies are handmade, they vary in color and shape. 8/25/2009 (Price: $2.95; Age: 8 and Up) [Add to my Inquiry Basket][?]
Writer's Bio: ALISON MAREK is a writer/artist/filmmaker whose work has been published by Fairchild Publications and DC Comics (Piranha Press), among others. Her short films have played in festivals around the world and have been broadcast on Showtime and other cable networks. She recently completed a short comedy sponsored by the Alfred P. Sloan Foundation, titled "The Three-Body Solution." For the past four years, Alison has been documenting the specialty toy industry with a series of articles and videos for TDmonthly Magazine. Read more articles by this author
Writer's Bio: ALISON MAREK is a writer/artist/filmmaker whose work has been published by Fairchild Publications and DC Comics (Piranha Press), among others. Her short films have played in festivals around the world and have been broadcast on Showtime and other cable networks. She recently completed a short comedy sponsored by the Alfred P. Sloan Foundation, titled "The Three-Body Solution." For the past four years, Alison has been documenting the specialty toy industry with a series of articles and videos for TDmonthly Magazine. Read more articles by this author
