Building a Toy Store (and Learning as We Go)
I didn’t set out to become a toy guy. I just wanted to build a place where kids could dig, build, and play—while parents got a moment to catch their breath. But over time, somewhere between stocking the sandbox and sweeping up sand, I found myself knee-deep in the toy business. And let me tell you—it’s been a wild and humbling learning curve.
Of course, we didn’t become toy experts overnight. In fact, it took a lot of trial and error—and a few broken wheels in the sandbox—to figure out which toys could handle real play. Now, the Dig Dig Toy Store is filled only with the ones that pass the test: tough, fun, and toddler-approved.
Along the way, I’ve built real partnerships with three major brands I love: Bruder, Lena, and Tonka Steel. However, getting those partnerships wasn’t easy. At first, I couldn’t even get big toy vendors to return my calls. (To be fair, asking companies to extend credit to an indoor sandbox? That raised a few eyebrows.) Most toy companies are focused on big-box chains and Amazon algorithms. But I stuck with it, kept learning, and eventually started earning trust—and wholesale accounts.
Although I’ll never have the buying power of a big-box store—, that’s not what the Dig Dig Toy Store is about. It’s here to add to the experience, not keep the lights on. That’s why I came up with something called Wacky Pricing. I find the lowest price online… then knock off another 7%, just because I can. If you see a toy priced at something like $50.61, that’s why. It’s not a fancy system, but it makes sense to me—and I’d rather send a happy kid home with a new truck than nickel-and-dime parents over margins.
If you’ve got a construction-loving kiddo, there’s no better place to grab a dump truck, excavator, or front loader. (Side note: excavators and dump trucks win the popularity contest every time. Front loaders? They’re the Fritos in the variety pack—always the last ones left.)
Want a toy gifting tip? The coolest toy on the shelf isn’t always the best fit for a 2-year-old. That’s why we created Age Fit Toys. Here’s how we break it down:
- 2+: Soft plastic, big parts, and zero choking hazards. Made for little hands and big adventures.
- 3+: A little more detail and action. Great for fine motor skills and early problem-solving.
- 4+: Realistic features, moving parts, and tough enough for big imaginations.
We display our toys by age so parents don’t have to guess—and kids can enjoy toys that are made just for them.
Of course, there were missteps. Our first batch of Dig Dig t-shirts? All youth sizes—no toddler options. The XS and Small flew off the shelves. The Large and XL? Still sitting in a bin somewhere, probably next to the bright white toddler shirts. (Spoiler: not a toddler mom’s favorite color.)
Finally, I think we’ve got it figured out. We’ve got toddler tees, Dig Dig shovels, kinetic sand molds, and even our own book: Theo’s Bridge. It’s a sweet story about my 4-year-old neighbor and his backyard imagination—and honestly, a great crash course for parents who can’t tell an excavator from a trencher.
And yes—we finally went digital. Our online toy store is designed for busy parents and grandparents who want to shop by age, grab a gift, and get free gift wrapping—even if you’re not heading to a Dig Dig party. (And yes, Wacky Pricing still applies.)
And then… there are the snacks.
No store is complete without snacks. But let’s be honest—most checkout aisles are toddler traps. It’s the Walmart setup: candy bars and sugar bombs right at eye level, just waiting for your kid to rip one open or stick it in their mouth so you have to buy it. At Dig Dig, I took a different route. Our snacks live up high and safe from impulse grabs. Yes, our snack sales are pretty terrible. But no, I don’t regret it. Moms appreciate the meltdown-free checkout. (Our snacks are out of reach, but our prices are not!)
Running this toy store has been a wild mix of learning, laughing, and constantly sweeping up sand. But every meltdown avoided, every great gift wrapped, and every happy customer reminds me why I started all this in the first place.
The Dig Dig Toy Store – because nothing beats your kiddo’s smile.
Dig Dig – Where imagination meets excavation!
PLAY TODAY, BUILD TOMORROW
Monday-Friday 9am – 5pm / Saturday 9am – 7pm
Sunday: closed (Private Parties Only)
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