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Playtime has a different meaning for every child. For some, it’s shooting hoops with friends or tea time with their favorite dolls. Others might mention a competitive board game to play with family. No matter what playtime means to you, one family-owned toy store in Southlake has stood at the ready for over a decade.
With one of the largest toy selections in DFW, The Toy Maven caters to every passion, interest, hobby and niche. Owned and operated by the Williams family, this business strives to put the right toys in the right hands, encouraging growth, pleasure and learning for every child. Today, The Toy Maven continues to give back and meet the needs of every person who walks through its doors with a warm welcome and endless inventory.
FROM THOUGHT TO SHOP
Following her six-year career as an elementary school teacher, Candace Williams began educating children about the history, culture and chemistry of cooking through her first brick-and-mortar, Kids Cooking Company, in 2005. Shortly thereafter, Candace decided to start selling retail items in front of the store as a bonus for inquisitive young chefs and their parents. When the space next door was listed for sale, something else inside Candace clicked.
“I opened up The Toy Maven and as a natural extension of that,” Candace explains. “It wasn’t really about selling and retail. I enjoyed matching kids, their interests and their learning and developmental stages to products [by] sourcing them and putting them in the right hands.”
A business born from passion, the Williams family – Candace, her husband Wes and their daughters Helen and Elaine – first opened The Toy Maven in Preston Hollow in 2007. Now expanded into three storefronts across the Metroplex, including the launch of its Southlake location next to Central Market in 2013, The Toy Maven offers something for everyone.
“It [grew] beyond our expectations from what was a small store,” Wes reflects. “It’s been a surprise and a big commitment. A lot of hard work from good people.”
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With over 100 brands across 48 categories, many visitors are often overwhelmed by the vast array of toy selections lining the walls, shelves and floor displays. From sports setups and robotic toys to miniature animals and novelty items, every staff member has full knowledge of the store and knows where to point people in the right direction.
“We love helping people solve problems and grow,” Candace says. “Parents come in, and they’re like, ‘My child is working on language skills,’ or ‘They’re really having trouble [with] some motor skills,’ and they want things that can help that child further develop. That’s what we really enjoy.”
MORE THAN A TOY
Although toys are frequently placed in a child’s hands as a form of entertainment, their real value lies in how they enhance growth. Studies by Queensborough College suggest as learning and playing coexist, children become less indifferent to learning and more open-minded and creative. Many experts also view playing as a critical component of mental, physical and social development.
As a former educator herself, Candace pursues only the most productive and impactful toys. Defining “play value” as how well a toy inspires cognitive activity, she sources products that act as more than just amusement alone. Toys such as Battat Education’s EggXpress and Learning Resources Inc.’s Kanoodle are imaginative and fun, yet they also improve emotional intellect and teach children color, object and language identification.
“My mom has put a lot of work into making sure that everything she does and brings into the store doesn’t only serve the purpose of play — it serves the purpose of growth,” Helen remarks. “She sneaks in the educational value even when a lot of kids may not realize they’re actually learning. She has a vision for that. It’s a science and an art.”
While having a diverse range of options takes precedence over what’s popular, staying ahead of industry trends is also essential in maintaining a refined selection. To do this, the Williams family explores local, national and international merchandise every year, from markets in Dallas and Atlanta to toy fairs in New York, Las Vegas and as far away as Nuremberg, Germany.
That very passion and persistence is what earned The Toy Maven two excellence awards from the American Specialty Toy Retailing Association (ASTRA) in 2011 and 2019 for the highest level of service and commitment to the specialty toy industry.
Candace believes that reaching beyond toy associations and connecting with like-minded individuals and companies is essential to productive toy sourcing.
“When you really get to know the manufacturers [and] companies, a lot of them are still family-owned, and that’s really unique. So [when] you learn about the company, you learn about what their priorities are,” Candance asserts. “We work with some of the best companies out there. They’re very committed to safe design, using the best products and plant-based dyes or sustainable wood.”
From big-name brands like FisherPrice to independent businesses such as Melissa & Doug, The Toy Maven relies on trusted relationships in its quest to retain educational, developmental and environmental value. Despite facing large competitors such as Amazon, Target and Walmart, The Toy Maven harnesses the one thing those retailers don’t have – a sense of community.
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THE BIGGER PICTURE
For Candace and her team, success is measured through what they can give to the people they serve.
“It’s about the people around the store, the customers, children, schools and nonprofits,” Helen says. “The responsibility that The Toy Maven has to serve the community and serve those families is a big part of it.”
One major initiative for The Toy Maven is creating Camp-In-A-Box for the Summer Santa program in Southlake. Originating in 2020 to keep kids engaged and stimulate creativity, hundreds of boxes are filled to the brim with fun and educational items that are delivered to families in need. Now an annual endeavor, The Toy Maven continues to supply these generous gifts to those in Southlake and surrounding areas.
“We’re able to do so much more than I would be as an individual, and that’s an important part of being a member of the community,” Candace says.
Candace also stresses how shopping locally builds lasting relationships, helps the community evolve and boosts the local economy. When customers check out at The Toy Maven, they are met with a sign that says “Thank you for shopping local” as a nod to how small businesses rely on their community to support growth.
“We always appreciate when people remember, ‘Hey, we love going to our brick and mortar, our local store,’ and that’s something that we define as success and [we] hope it’s a positive win for the community as well,” Candace notes.
The Toy Maven will become a resource for many during the holiday season, whether they’re getting a jump-start on gift shopping or searching for last-minute finds. Not only does The Toy Maven stay open seven days a week year-round, but when the holidays arrive, Candace, Wes and their two daughters will sometimes stay after hours to ensure everyone’s covered. On the rare occasion that a customer forgets to pick up their pre-ordered gift, Candace will even leave her personal number on the front door if they come knocking.
“It’s not just dollars in the door - we are making the holidays happen for families and for our communities. And we take it seriously,” Candace says.
UNLEASH YOUR INNER CHILD
Although much of the dialogue surrounding The Toy Maven involves children, a crucial aspect of its objective is reaching audiences of all ages. A common misconception with toy stores is that they’re only meant for young children – a stigma that often discredits one’s inner child, causing many adults to deny the small “kiddy” things that still bring them joy. Inspired by the George Bernard Shaw quote, “We don’t stop playing because we grow old, we grow old because we stop playing,” Candace makes it a point to destigmatize the inherently playful, child-like parts of ourselves and encourage reconnection.
Identifying as “a world of fun for kids of all ages,” The Toy Maven offers games like “GENSMAK!” which even reads “ages 10 to 120.” As adults enter the store, they often embark on a trip down memory lane, where the most common reaction is “I remember those!”
“It’s an opportunity to revisit their childhood and remember that part of themselves that really was carefree and liked to play,” Candace says.
Many products are also intended to further the cognitive development of adults. Memory games, large puzzles and building blocks support individuals who have suffered a brain injury, elderly and disabled persons, as well as those who utilize play as a form of respite.
“Playfulness is a part of human nature,” Candace says. “It’s good to hit all ages, and that’s what we strive to do.”
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GROWING UP
As The Toy Maven evolves, it hopes to bring the community along and pay forward the love that has been shown over the past 16 years. Whatever the future holds, the store’s foundational principles will never be sacrificed to achieve the next goal. If anything, they will only grow stronger.
“I’m of the belief that you celebrate what you do well, but then you’re always looking to see how you can improve,” Candace says. “You’ve got to continue evolving and getting better, and we’re always looking for ways to do that.”
Although The Toy Maven’s success is made possible by a team of individuals – from family and staff to community and friends – it’s evident that one person’s dedication remains the biggest driving force behind it all.
“Everything [my mom] put into making the magic happen, she’s given from herself, her time, energy, love and passion. I’ve seen her give so much to this store, and I don’t know how she still has so much more to give,” Helen shares. “I look up to her as an example of doing something that makes you happy [and] proud, something that you love, that adds value and gives back. I’m really proud of her. She’s my role model for sure.”