For many of us, the carefree days of our childhood are often anchored to a precious toy that helped give our imagination flight. Sadly, as the years whizz by, it often feels like youthful imagination has been extinguished by the mad hustle and bustle of adult life.
One local business has, however, successfully kept child-like wonderment alive for many Benoni residents for over two decades now.
Pops Toys, located at the Cosmopolitan Lifestyle Centre in Northmead, recently celebrated its 21st birthday with its owner, Natalie Schmitt, looking as youthful as the day she opened her store, merely two years after matriculating.
Her curly hair bounces with excitement as she recalls the October morning in 2003 when she officially opened her store at Northmead Square.
“My parents are stalwarts within the city’s business community. I think toolboxes across Benoni are home to many tools bought from their hardware store,” she said.
“I grew up in the retail industry. Pursuing this as a career was a comfortable choice for me.”
Thinking back to days spent pretend-playing with her Puppy in My Pocket and Magic Babies, Natalie quickly identified a gap in the market for a toy store, which would enchant both young and old.
“Most of us grew up watching Tom Hanks in Big. I was in awe of the floor piano and the palpable excitement of that toy store scene,” she said, nostalgia flickering in her eyes.
“Named after my maternal granddad, who we fondly called Pops, I wanted my shop to evoke a similar emotion in my customers. I encourage my shoppers to interact with the toys; to take their time in exploring all the gems waiting on the shelves.
“The process of toy shopping must be as memorable as playing with the toys.”
Fully stocked with leading toy brands, the proud owner admits that to remain relevant in the ever-changing market you have to move with the times.
It was this evolution that kept the store afloat during the crippling Covid-19 pandemic.
“In 2011, we moved into the digital sphere, launching our online store,” said Natalie.
“As I recall, we were one of the first privately owned toy stores to venture into the digital market. During the gruelling lockdown period, while many got swooped up in baking banana bread and brewing pineapple beer, others opted to dabble with model building.
“These sales not only ensured that we were able to reopen but also contributed to my two little girls continuing with ballet lessons.
“When you support a local business, you are not contributing to someone’s ever-growing bank balance, you are supporting a family’s dreams.”
Taking delight in the gleeful giggles as we marvelled at all the toys, Natalie admits the toy market is facing challenging times with many children growing increasingly fond of technology and less eager to immerse themselves in imaginative play.
“Dress-up sections have systematically shrunk. However, the market’s growing inclusivity seems to be drawing children back to playing with toys.
“Being able to choose a doll or action figure you can identify with has opened a new door for children. It is beautiful to see their play blossom.
“I wish that every child not only experiences the magic of play but that the lure of their colourful imagination inspires their parents to slow down, take a seat on the carpet and engage with the splendid carefree worlds of childhood.”
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