Owned by Ginette McGee, the independent retailer marked 10 years in Seaford with a host of celebrations.

Ginette McGee (centre, with cake) and her team recently celebrated Toytown Seaford’s 10th anniversary.

Toytown celebrates its 10th anniversary this month. Perfectly timed to coincide with the Easter holidays, Ginette and her team organised a huge event in-store on 6th April.

With the support of suppliers with whom the store has enjoyed long and successful partnerships, the party was enjoyed by children, their families and staff alike.

A Nerf challenge was one of the highlights, and activities such as guessing the number of Hama beads and the scent of Scentco pencils were enthusiastically undertaken by customers. Several colouring competitions took place, which the store always finds to be popular with its young visitors who enjoy returning to the shop when the entries are judged.

There were character visits from Brainstorm’s Stikbot, Sylvanian Families’ Freya Chocolate, a Playmobil Princess and the red Play-Doh can.

Inspired by the Snowdog and Paddington trails, Toytown has developed a Rocking Horse trail in-store, and a special window marks the store’s ten years in the town.

A new lease was signed for the Seaford store in 2017 and the programme of change instigated then has paid off. Ginette told Toy World that an improved shop layout, reorganisation, a refreshed logo and artwork and an updated website have significantly improved the atmosphere in the store, and improved sales.

Ginette commented: “A lot has changed in the 10 years we’ve been open; it’s been a huge learning curve, but I hope to be part of the toy world for many years to come.”

To read more, see our Talking Shop feature in the May issue of Toy World.