‘Everybody has a good memory of a toy’: Geppetto’s toy store to celebrate 50 years in business with September celebrations

September 6, 2026 - 03:09

What began as a small shop in the Bazaar del Mundo plaza in Old Town has grown into one of the biggest independent toy retailers in the country. Geppetto's is set to celebrate its 50th anniversary this September, and the owners are planning a full month of events to mark the milestone.

The store first opened its doors in 1974, when the idea of a specialty toy shop was still something of a novelty. Over the decades, it has survived economic downturns, shifts in shopping habits, and the rise of big box stores and online giants. The key to its staying power, according to longtime staff, is simple: a deep understanding of what makes play meaningful for children.

"Everybody has a good memory of a toy," said one of the owners in a recent interview. "That connection is what we build on every day."

The anniversary festivities will kick off with a weekend street fair, complete with face painting, puppet shows, and appearances from some beloved storybook characters. Throughout September, the store will also host daily giveaways, raffles, and special discounts. Longtime customers are being encouraged to share photos and stories of their favorite Geppetto's purchases over the years, and those memories will be displayed in the store window.

The celebration is not just about looking back. The owners say they are also looking forward, with plans to expand their community outreach programs and continue stocking the kind of imaginative, well-made toys that have been their signature since day one. For many families in the area, Geppetto's is more than a store; it is a piece of their childhood that they now get to share with their own kids.