No matter where we are from, we are all at least vaguely familiar with what are known as "mom-and-pop shops" -- small, locally-owned businesses that, in many cases, deliberately differentiate themselves from the regional chains and corporations that surround them. When people think of a mom-and-pop, they might imagine the comforting waft of fresh coffee brewed by a neighbor, the joy of casually conversing with an approachable entrepreneur or simply coming i contact with a product that might have never been able to find themselves. No matter one's reason for appreciating a mom-and-pop, it is fairly safe to say the small business experience is one very different from that of a big box store. The shopping experience at Magnifilous Toy Emporium of downtown Charleston, South Carolina is no different.
As you enter through the heavy, glass-paned front door, you step into a carefully crafted wonderland of colorful toys. You take in the long and narrow historic retail space; it is coated from hardwood floor to ceiling with cubbies of cars, shelves of Slinkies, and hoards of hanging hot air balloons. All of the intricate displays were painstakingly put together in an effort to make the Magnifilous experience a memorable one. Fortunately for Magnifilous, you'd be hard-pressed to find a seven-foot tall gumball machine, a spirited player piano from the 1800's, a fully functional Spanish carousel, or a life-sized talking and singing donkey (named Leroy) in a Toys R' Us.
Blane and Nancy Sommer - the mom and pop behind the shop - opened the store in the fall of 2012. Originally from Ohio, the couple functioned as transplants in upstate South Carolina for a few years while their youngest daughter attended college at Clemson University. Their daughter's graduation and inevitable "growing up" left the Sommer team seeking a second career: one that would follow and differ from their previous careers as respiratory therapists. Charming Charleston, South Carolina wooed the Sommers into moving there with its year-round summery climate and rich culture. Inspired by a family member who owned a toy store in another state, the Sommers decided that a local toy store downtown was exactly what the people of Charleston needed. Ever since, Blane and Nancy have completely redefined toy shopping by adding their own artistic touches to the retail space, the store's hand-picked selection and, of course, the customer's in-store experience.
Nothing in Magnifilous Toy Emporium is ordinary and everything is full of wonder. You don't look around and see walls and walls of cheap plastic "try me" comic book-gone-blockbuster-Marvel-movie characters. You don't see the same stale variations of Disney's Frozen merchandise. Instead, when in the store, you are forced to reconsider old-fashioned (tried and true), off-the-wall and international toys. When children excitedly enter the store, they surprisingly aren't upset about the lack of Finding Dory merchandise or about the fact that the store does not maintain a gift registry. The children are able to come face-to-face with an interactive, wonder-inducing environment that encourages imaginative play, educational milestones, and pure fun. They see toys they have never encountered and fall in love with new things. Parents are able to learn more about and appreciate noteworthy companies that emerge from developing countries. All toys at Magnifilous have been hand-chosen for a reason, so - picky parents - rest assured.
Much like many other mom-and-pops, the small business dynamic at Magnifilous is not complete without a touch of approachability; customers who spend enough time shopping in the store have been entertained at some point by Blane and Nancy's comical conversations or their giant bubble demonstrations in the courtyard behind the store. Loyal customers also know that the staff is always happy to add a gift bag, tissue paper and a bow to any qualifying gift purchase and that a "winner" gumball from the gumball machine means a special prize. They know that the store's creative window display changes approximately every month and that pulling the train whistle's rope on your way out means you had a great time in the store. These are just some of the many qualities that make Magnifilous a very special mom-and-pop shop.
The next time you're in Charleston, South Carolina and have a hankering for a nostalgic toy or just need a quick birthday present for your four year old nephew, consider stopping in and experiencing the joy that is Magnifilous Toy Emporium.
