GAMES, PLAYTHINGS AND PLUSH Creating Entertaining Experiences Toy Stores' Stories of Making Shopping Fun

By Sara Karnish

Part of the fun of shopping and working in a toy store is about the latest and greatest toys. Creating a fun, vibrant experience for shoppers is a big part of the store employees’ job. The first step to creating that experience is for store owners and managers to take care of the staff so they can take care of the customers.

Amy Saldanha

,

founder and CEO of

Kiddywampus, with a main store in Hopkins, Minn., and a second location in Chanhassen, Minn., said, “As an owner, I need to be careful and deliberate on the sales floor. I need to treat my employees with care and empathy so they can do the same with our customers. Have their favorite drinks and snacks, make sure they get their breaks, make sure I know how their lives are going so I can be ahead of issues, and they feel supported and known. This lets them do their best work and be their best selves on the floor.” Brad Ruoho,

CEO/founder

of Legacy Toys in Edina, Minn., with eight store locations in the Upper Midwest, said the staff in each of their stores “goes out of their way to make kids feel special, whatever that might be. If a kid is shy because they don’t like the 15 foot dinosaur in the store, the staff will do their best to make them feel comfortable. The staff reaching out, we believe, has the best effect on kids, to encourage them and make a positive impact in their lives. I think the staff and their product knowledge, plus the experiences we offer in the store… that’s usually what sets us apart.” When it comes to customer service, Ruolo said, “Be personable. There are so many staffing issues these days, [it’s still important] to reach out and work with the customer. Even if the customer has a complaint or issue, try to work with them to come up with a resolution that satisfies them.”

Kate Greene , co-owner with her sisters Nikki Hall and Beki Rave of Gingerbread House Toys in Bloomington, Ill., said the staff sets the tone. “We pride ourselves on customer service. The staff and employees are all outgoing and fun, and help make the shopping experience fun.” Greene added the store marked 50 years in business this past summer, celebrating with a large Fifty Fest event. Besides the many in-store demos and toys available for customers to test, Gingerbread House Toys has

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