Magic Valley toy store has been bringing families fun since 2011

Launched in 2011, ToyTown is the one and only two-story toy and hobby shop in the Magic Valley. Owned by Jerry Naylor and located in Twin Falls, the store specializes in selling fun, screen-free toys for all ages.

There are more than 8,000 toys and hobbies in the store and there are another 2,000 rotating products that are replaced with new or trendy toys. The team handpicks every product that comes into the store, whether that’s a new toy, outdoor game, piece of sporting equipment, hobby product, Barbie doll or arts and crafts item.

“We are always looking for something new and fun for everyone who comes to shop at ToyTown,” said Rose Pilcher, manager and toy buyer at ToyTown.

Naylor saw a need in the area for a big toy store where people could bring their whole family and since opening, customers have fallen in love not only with the selection, but with the outstanding customer service they get, each time they step into the store.

“We have friendly, knowledgeable staff who get paid to play with toys,” Pilcher said. “Our phrase is to ‘share and show’ our favorite things. We love our jobs and enjoy being here. We work really hard to ensure that everyone who comes in is made to feel welcome, that we want them to be here, and we want to take care of them. Our employees stay with us because they love the job, and they love the customers.”

The devotion that customers have for ToyTown is notable. Pilcher said that many of their customers won’t shop anywhere else because they know there is always something to find when they shop there.

“We have the most loyal customers who come to support us and ensure our success,” she said.

That success is evidenced by the ability to employ seven employees who work downstairs and three employees upstairs. ToyTown also has four local people that they buy and sell from, and Pilcher said that it’s important for them as a small, local toy and hobby store to support other toy and game businesses.

“The biggest highlight is having existing customers and new people walk in the door and fill us full of compliments,” she said. “It is also fun to see families play together and have fun because of something we sold them. We love Idaho because we get to support a lot of local inventors and business owners.”

Pilcher said that, as with any small business, competing with the Internet can be a challenge, simply because almost everything is just a click away. But their customer service is what keeps bringing people back.

“We work hard to impress everyone who comes in by providing great service,” she explained.

Looking ahead, there’s nothing but fun on the horizon for ToyTown.

“I am so passionate about what I do … we work really hard to build relationships with our customers,” Pilcher said. “The thing we look forward to the most is growing…having new things to share and show … watching kids grow, and [seeing] the smiles on their faces when they come and go.”