{"id":56499,"date":"2017-03-16T14:02:00","date_gmt":"2017-03-16T19:02:00","guid":{"rendered":"http:\/\/news.medill.northwestern.edu\/chicago\/?p=56499"},"modified":"2017-03-16T14:02:21","modified_gmt":"2017-03-16T19:02:21","slug":"logan-square-toy-store-thrives-despite-retail-headwinds","status":"publish","type":"post","link":"https:\/\/news.medill.northwestern.edu\/chicago\/logan-square-toy-store-thrives-despite-retail-headwinds\/","title":{"rendered":"Logan Square toy store thrives despite retail headwinds"},"content":{"rendered":"

By Katherine Hyunjung Lee<\/strong><\/p>\n

In a gentrifying neighborhood increasingly attractive to families and children, boutique toy store Play is thriving in an otherwise struggling toy retail industry. The store, owned by toy business consultant Ann Kienzle, has been growing its reputation as a specialty store since first opening on West Logan Boulevard seven years ago.<\/p>\n

The store, which sells toys for children ranging from newborns to age 10, occupies a 1,000-square-foot space packed with books, puzzles, games and stuffed animals, among other playthings.<\/p>\n

\"Play<\/a><\/div><\/div><\/div>
When the store first opened, Kienzle worried that the 1,000-square-foot space was too big. \u201cNow, it\u2019s almost too small,\u201d she says. (Photo by Katherine Lee\/MEDILL)<\/figcaption><\/figure>
\"Toys<\/a><\/div><\/div><\/div>
Kienzle has focused on curating her store with toys that would aid children\u2019s development. This includes toys that newborn babies would play with for the first time. (Photo by Katherine Lee\/MEDILL)<\/figcaption><\/figure>
\"Toy<\/a><\/div><\/div><\/div>
Toys teach children different lessons, according to Kienzle. She doesn\u2019t try to take a gendered approach to what children could play with. This toy railroad set allows children to build their own tracks and put together trains using magnets. (Photo by Katherine Lee\/MEDILL)<\/figcaption><\/figure>
\"Plush<\/a><\/div><\/div><\/div>
On one side of her store, Kienzle has a wall of plush toys and storybooks that attract parents and children alike. (Photo by Katherine Lee\/MEDILL)<\/figcaption><\/figure>
\"Toy<\/a><\/div><\/div><\/div>
In the past seven years, the store has grown into a place where children can play, read books and spend time. (Photo by Katherine Lee\/MEDILL)<\/figcaption><\/figure><\/div><\/div>\n
Photo gallery: Explore Play, the boutique toy store Ann Kienzle opened seven years ago.<\/div>\n

<\/p>\n

Customers run the spectrum, from loyal residents of Logan Square, to visitors who happen to be dabbling in the neighborhood\u2019s eclectic dining options.<\/p>\n

\u201cI Googled ‘best toy stores’in Chicago,\u201d customer Cara Garbarino said. On a recent Saturday morning, she and her husband had brought their 20-month-old son to the store.<\/p>\n

\u201cThere\u2019s a novelty of going to a toy store now. It\u2019s certainly something that I did as a child, and so I think that taking our kid to actively go play with toys and be surrounded by all of this \u2013 it\u2019s like going to the park with toys!\u201d Garbarino said.<\/p>\n

The couple\u2019s son, shorter than most of the display tables, toddled around the store. Everywhere he turned, he was finding items to reach out and touch at his eye level.<\/p>\n

Surviving as a Toy Store<\/strong><\/p>\n

Kienzle opened the store after working first as a banker and then in a series of jobs in the toy industry. She got her start in a toy company’s customer services department, before becoming a traveling consultant for toy companies and retailers. <\/p>\n

She was always looking to build her own “home base,” though, and eventually found a space in Logan Square and started Play.<\/p>\n

When choosing what to bring into her store, she selects quirky, interesting toys that could also help with intellectual development. But Kienzle knows firsthand that toy retail is a difficult business to be in. Christmas sales alone account for 30 percent of the store\u2019s annual sales.<\/p>\n

The industry is facing even tougher competition from e-commerce.<\/p>\n

According to market research firm Nielsen Scarborough, the number of people that shop for toys on Amazon in has increased 17 percent between 2015 and 2016, reaching about 37.2 million consumers.<\/p>\n

As a specialty store owner, Kienzle believes in the importance of keeping her eyes on her vision.<\/p>\n

\u201cWe have to make the store experience all that much more special,\u201d Kienzle said. \u201cWe try to have so much of our products out for kids to play with, for adults to play with. We educate our staff so we have a high level of service.\u201d<\/p>\n

So far, \u201cbusiness is in growth mode,\u201d according to Kienzle. In the past month, Play had an average of 65 transactions on Saturday, its busiest day of the week, with each transaction amounting to about 30 to 35 dollars.<\/p>\n

40 percent of Play\u2019s Saturday customers are new visitors. The other 60 percent, as well as most weekday customers, are Logan Square residents who keep coming back for more.<\/p>\n

Logan Square resident Fred Grier has no children but visits the store often to buy gifts for his nieces and nephews. On Saturday, he brought his friend, an interior designer visiting from Missouri, to the store to buy gifts for her three year-old son.<\/p>\n

\u201cOnline stores are sort of a mass of things,\u201d Grier said. \u201cBeing able to come in and actually see stuff, feel it and touch it changes the shopping experience.”<\/p>\n

“You can also come into a store that you can trust, and all of these toys have already been approved and reviewed,” Grier said.<\/p>\n

Logan Square\u2019s gentrification over the last several years may have played to Kienzle\u2019s advantage. The residents support Play because it fits their ideal of a quality small business; they identify with it because of its emphasis on family.<\/p>\n

Kienzle recalled one weekend in particular, one of her favorite memories of running the store.<\/p>\n

\u201cThe Farmer\u2019s Market next door was open, and a lot of customers came into the store. Parents were chatting, and children were playing. That was what I had envisioned for the store. I wanted the store to be a kind of community meeting place.\u201d<\/p>\n

A Small Business Tailwind<\/strong><\/p>\n

That so many of her customers are consciously dedicated to supporting local businesses may also be Kienzle\u2019s luck.<\/p>\n

Customer Hilary Hodge, who moved to the neighborhood seven years ago, said that supporting local businesses was her main reason for shopping at Play often.<\/p>\n

\u201cLogan Square is a great place that celebrates local businesses, that has a ton of amazing restaurants,\u201d Hodge said. \u201cI love the movie theater. I love City Lit Books. I try to support them a lot, too.\u201d<\/p>\n

Brian Laskov, father of two, also came into the store on Saturday morning. His one-month-old baby was fast asleep on his chest, wrapped in a white infant sash, while his two-year-old daughter roamed the store, wide-eyed and curious.<\/p>\n

Laskov, who lives across the street, said he liked to bring his daughter into the store to play with the toys, even if it was just for 10 minutes.<\/p>\n

\u201cThey have story time here and everything,\u201d he said. \u201cEven though we might see something here that you see at a bigger box store, I\u2019d still rather buy it here, even if it costs a little bit more.\u201d<\/p>\n

Laskov said the neighborhood could use more small businesses and retail shops.<\/p>\n

\u201cI think it\u2019s going to come eventually,\u201d he said. \u201cWe have all the great restaurants and bars, and when new homes and housing units come in, it\u2019ll be able to support more small shops.\u201d<\/p>\n

Play and Educate<\/strong><\/p>\n

Kienzle knows that the community is key to the future of small businesses. Her next goal is to be a more consistent presence in the strengthening of local schools.<\/p>\n

On Dr. Seuss\u2019s birthday two weeks ago, she and the nearby pie shop owner read \u201cGreen Eggs and Ham\u201d at the St. John Berchmans School.<\/p>\n

\u201cWhat you don\u2019t want is for families to start to grow and find out that the schools aren\u2019t good enough for them, and they move to the suburbs,\u201d Kienzle said. \u201cI feel like that\u2019s a good spot for us to start.\u201d<\/p>\n

Photo at top: Ann Kienzle’s boutique toy store Play, which is located at 3109 W Logan Blvd in Logan Square. (Photo by Katherine Lee\/MEDILL)<\/div>\n","protected":false},"excerpt":{"rendered":"

By Katherine Hyunjung Lee In a gentrifying neighborhood increasingly attractive to families and children, boutique toy store Play is thriving in an otherwise struggling toy retail industry. The store, owned by toy business consultant Ann Kienzle, has been growing its reputation as a specialty store since first opening on West Logan Boulevard seven years ago. 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