Toodleydoo Toys, located in the heart of downtown Franklin, is more than just a toy store; it’s a magical destination for children, and a dream come true for gift givers.
This past August, Owner Debi Pierson and her dedicated, six-member staff celebrated 10 years of business and play. Pierson is quick to acknowledge that her ability to sustain and grow this small business started with a 10-year-old foundation, and the legacy of Imagination Station – Franklin’s original specialty toy shop founded by two local women. Imagination Station opened in 2004, and Pierson began her journey with the local specialty toy store as a part-time employee just a few years later.
In 2014 she became the sole owner and decided to give the toy store a fresh start in a new location with a new name – Toodleydoo Toys.
Continuing the legacy of serving families with events, spaces for children to play, and an environment where parents and other caregivers feel supported and cared for beyond mere financial transactions, were at the top of Pierson’s fresh-start to-do list. For the last 10 years, that’s what she and her loyal staff have accomplished. Despite a massive Jefferson Street construction project in year two, a pandemic six years in, not to mention rising costs and supply issues, Toodleydoo has stayed true to its vision and found a way to grow and expand the selection of products to include not just toys, books, games and clever gifts, but also children’s clothing and baby gear.
“Transforming our event space into our Baby Too Boutique in 2021 just made sense, given that we weren’t really sure when parents would be ready to attend events with their children in close quarters,” Pierson said. “Empty space you pay rent for just doesn’t work in retail. Plus, scooping up new parents and grandparents as loyal customers makes perfect sense from a business standpoint.”
Toodleydoo Toys focuses on providing exceptional customer service, offered by a staff with expertise in stages of play as well as an understanding of how play affects the social and emotional development of children. Believing in deep connections with both loyal and new customers alike, staffers always take time to greet and meet every visitor, big and small, and learn about what brings them into the shop. Shoppers are never discouraged from just looking.
“Seeing people explore our store, appreciate the displays, and touch and discover the demo toys, are some of my favorite things that happen each day,” shared Store Manager Teri Lynn Cottongim. She first discovered the shop when her own daughter, now a fourth-grader at a local school, was just a baby. She regularly attended classes and story times with her daughter before joining the staff in 2021. Two other staff members have been with the shop since pre-Toodleydoo days, and they’ve been able procure additional toy experts by first allowing interested customers and community members to volunteer during high-traffic days as customer service specialists. “Every customer should feel seen and served in our shop,” shared Megan Philpott, an employee of 10-plus years. “You can’t do that with just one person working a cash register.”
You can’t claim to be more than just a toy store and not do more than just sell toys. Free Friday Story Time (Friday mornings at 11 a.m. from April through October) with guest readers from the community, photos with the Easter Bunny, summer camps and adult game nights are all popular events hosted by this fun-loving retailer. The most popular event each year takes place over the course of several nights during the holiday season – private visits and photos with the real Santa! Reviving the tradition of visiting the big guy in Franklin’s very own nostalgic Santa Shack, 2023 brought nearly 600 children through the doors of this magical shop. Registration for these sell-out events starts in October.
Another popular holiday service offered at Toodleydoo and rarely found elsewhere is layaway. Beginning September 16, which marks 100 days until Christmas, shoppers can opt for layaway with no fees and a flexible payment schedule, plus complimentary gift wrapping. “Everyday offers a special experience at Toodleydoo, but the holiday festivities are really my favorite,” shared Emily Golbov, event coordinator. “There is no better feeling than knowing we are adding magic to such a special, memory-filled time of the year.”
With inventory that is ever-changing, Toodleydoo shelves are full of unique items you won’t find at many big-box stores. Toodleydoo boasts a selection of items that go beyond the latest fads and “hot” toys. The majority of the items you find won’t require batteries or have a popular character emblazoned on them. “The real value in a toy comes from its ability to let the child do the playing, not the toy,” Pierson said. “While lights and sounds can be engaging, and totally necessary for some children, they often place the child in a more passive play role. Open-ended, kid-driven, classic play pattern toys will always dominate our selection. But I’m also a sucker for ‘Sesame Street’ and ‘Bluey,’ so there’s that.”
“Not today, but we can add that to your birthday list!” is a common refrain heard in the toy store. Toodleydoo Toys allows children the chance to come pick out items and create a tangible registry for their birthdays. This Birthday Bucket program is a very popular carryover from Imagination Station. Grandparents and classmates find this gift registry very helpful. Staffers feel that this is one of their customers’ favorite services.
“I shop at Toodleydoo for every birthday and Christmas,” said Franklin resident Sarah Brutus. “Their staff is so cheerful and always ready with a recommendation for the perfect gift, and the free gift wrapping is literally the icing on the cake!” Not just a shopper, but also a former teacher turned local greenhouse employee, Brutus was one of this year’s guest readers for Free Friday Story Time. “I loved reading to the kids about spring and gardening, which helped the parents connect with our greenhouse business,” she said. “Local businesses supporting each other is so special in this community.”
Free local pickup, free local delivery with a qualifying purchase, complimentary gift wrapping, knowledgeable staff, and a deep desire to serve their community makes Toodleydoo Toys a shining example of how a local shop can be a special place for children and adults.
“I fondly remember several of my own favorite childhood toys, and I hope the kids who receive gifts from Toodleydoo will do the same,” Pierson said. “Even more importantly, I hope they and their parents will remember how they felt when they were with us. Nothing matters more to me than every single person feeling seen, accepted and loved in Toodleydoo Toys. That’s our legacy.”
