Walk down Seventh Avenue in Park Slope and you'll see it. The red-and-yellow sign. It's been there forever, or at least it feels that way to anyone who grew up in Brooklyn. Little Things Toy Store isn’t just a place where you buy stuff to keep kids quiet for twenty minutes; it’s a survivor.
Toys are weirdly high-stakes.
Most people think toy stores are dying. They aren't wrong, generally speaking. Geoffrey the Giraffe took a massive hit, and most independent shops folded when two-day shipping became a personality trait for suburban parents. But Little Things stayed. It’s a messy, cramped, wonderful example of what happens when a business actually understands its neighborhood.
Honestly, it’s about the "vibe," but not in the way TikTok uses the word. It’s about the physical reality of a kid holding a Calico Critter in their hand before the parent pulls out the credit card.
What Little Things Toy Store Gets Right
Most retail experts talk about "omnichannel strategies" and "synergistic touchpoints."
Forget that.
Little Things Toy Store works because it knows its inventory. If you walk in and ask for a birthday gift for a four-year-old who likes dinosaurs but specifically herbivores, the staff doesn't look at you like you're crazy. They know exactly which shelf has the Brachiosaurus.
They’ve been a Park Slope staple since the 1980s. That’s a long time to keep the doors open in a city that eats small businesses for breakfast. The store originally started as a pharmacy—Little Things Pharmacy—before transitioning into the toy powerhouse it is today. This shift wasn't a corporate pivot planned in a boardroom. It was a response to what the community actually wanted.
People wanted toys. They wanted LEGO sets that weren't just the big licensed Star Wars ones you find at Target. They wanted the niche stuff.
The Curation Factor
You’ve probably noticed that big-box stores all carry the same thirty items. It’s predictable. It’s boring.
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At Little Things, the selection is curated by people who actually watch kids play. You’ll find the classics—your Barbie, your Hot Wheels—but tucked between them are European brands like Haba or Djeco. These are the toys that don't break the second a toddler drops them on a Brooklyn brownstone’s hardwood floor.
It’s about quality over sheer volume.
The store layout is... tight. It's New York. You’re going to brush shoulders with a double-wide stroller. You might have to squeeze past a display of stuffed animals to get to the art supplies. But that’s part of the charm. It feels like a treasure hunt rather than a walk through a sterile warehouse.
The Economics of Staying Small
Let’s be real for a second. Being a small business in New York City is a nightmare.
Rents are astronomical.
When Little Things Toy Store had to navigate the shifts in the local economy, they didn't just expand for the sake of expanding. They focused on being a "destination." Parents in Park Slope, Prospect Heights, and even Manhattan make the trip because they know the experience is different.
There’s a specific psychological phenomenon at play here. When you buy a toy online, the "joy" happens when the box arrives. When you go to a place like Little Things, the joy starts the moment you walk through the door. For a child, that thirty-minute browse is just as valuable as the toy itself.
Community Integration
You can't talk about this store without talking about the neighborhood. Park Slope is famous (or infamous, depending on who you ask) for its concentration of families. Little Things Toy Store isn't just a vendor; they are a community hub.
- They support local school fundraisers.
- They know the regulars by name.
- They offer gift wrapping that actually looks good, which is a lifesaver when you're headed to a birthday party at Prospect Park and realized you forgot the tape.
This level of service creates a "moat" around the business. Amazon can't wrap a present and hand it to you five minutes before a party starts.
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The "Screen Time" Counter-Movement
There is a growing trend among parents—specifically in urban centers—to push back against digital toys.
Everyone is tired of iPads.
Little Things Toy Store leans heavily into tactile, "open-ended" play. We’re talking about blocks, puppets, and science kits. These aren't just "educational" in the boring sense; they’re engaging.
Think about the toy brand Magnatiles. They are expensive. They are heavy. And they are arguably the best toy invented in the last twenty years. Little Things stocks them because they know a parent would rather spend $50 on something that lasts five years than $10 on a plastic piece of junk that ends up in a landfill by Tuesday.
Why the "Little Things" Model is the Future of Retail
The "Death of Retail" was exaggerated. What actually died was mediocre retail.
If a store provides the same experience as a website, the website wins every time. It’s faster. If, however, a store provides expertise, touch, and a sense of belonging, it survives.
Little Things Toy Store is a case study in niche dominance. They don't try to compete with Walmart on price. They can't. Instead, they compete on knowledge.
If you've ever spent an hour scrolling through reviews for a "toddler sensory toy" only to end up more confused than when you started, you understand the value of a human being saying, "Actually, this one is better because the pieces don't fall off."
The Resilience of Physical Play
There’s something about a physical toy store that sparks imagination in a way a screen never will. Seeing a giant plush giraffe standing in a corner or a wall of colorful ribbons does something to a kid’s brain. It makes the world feel big and full of possibilities.
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For the adults, it’s nostalgia.
A lot of the parents shopping at Little Things today were the kids dragging their own parents there thirty years ago. That kind of multi-generational loyalty is something money can't buy. It’s built through decades of being consistent.
Making the Most of Your Visit
If you’re planning to head over to Seventh Avenue, there are a few things you should know.
First, don't rush. If you go in with a "get in, get out" mentality, you’ll miss the best stuff. The bottom shelves often have the most interesting puzzles, and the stuff tucked away in the back corners is usually where the weird, cool kits live.
Second, ask the staff for recommendations. They aren't just there to ring you up. Many of them have worked there for years and have seen every toy trend come and go. They know what’s a gimmick and what’s actually going to get played with.
Third, check their seasonal stock. During the summer, they have the best sidewalk chalk and bubble wands. During the winter, their selection of indoor craft kits is unmatched.
Actionable Tips for Supporting Local Toy Shops
Supporting places like Little Things Toy Store isn't just about being a "good neighbor." It's about ensuring your kids have a place to go that isn't a glowing rectangle.
- Plan "Experience Days": Instead of ordering a reward for a good report card online, make a trip to the store the reward itself.
- Trust the Experts: If you're buying a gift for a kid you don't know well, tell the shop staff the age and one thing the kid likes. They will find a hit.
- Think Long-Term: Buy the wooden train set or the high-quality art supplies. They hold their value and can be passed down or resold later.
- Check the Sales: Small shops often have "clearance" bins that contain absolute gems simply because they need the shelf space for new arrivals.
Little Things Toy Store represents a slice of Brooklyn that hasn't been homogenized by glass towers and chain coffee shops. It’s loud, it’s a bit crowded, and it’s exactly what a toy store should be. By choosing to spend your time and money in these physical spaces, you’re voting for a world where "little things" still matter.
Next time you need a gift, skip the "Add to Cart" button. Walk down to 7th Ave. See what's on the shelves. You might find something you didn't even know you were looking for.