Geppetto’s Toys recently held a 50th anniversary party at all of its locations regionwide, including the Village of La Jolla and Westfield UTC.
Known for its unique, hand-selected toys that have stood the test of time, Geppetto’s over the past 50 years has grown into a large independent toy retailer with nine locations throughout San Diego County. Those include the two outlets in La Jolla as well as locations in Old Town and Seaport Village.
To mark this golden milestone, Geppetto’s hosted a special all-location, six-hour 50th anniversary celebration at all its countywide locations on Sept. 19. The observance was filled with surprises, giveaways, discounts, treats, activities and entertainment.
“To make it 50 years in any industry is an accomplishment, let alone in one that has
morphed so much over the decades,” said Geppetto’s owner Brian Miller. “From the
changing face of traditional retail to the boom in online shopping, the impact of the
pandemic, global tariffs and more, we are thrilled to have been a consistent neighborhood spot to find quality, hand-picked playthings from around the world.”
Also, as part of its anniversary celebration, Geppetto’s pledged a $50,000 donation to Rady Children’s Hospital, which it has long supported, from proceeds of sales of “NeeDoh,” the hottest toy nationwide.
“Rady Children’s is honored to celebrate this incredible milestone with Geppetto’s and grateful that their success is being shared in a way that directly benefits the patients and families who rely on Rady Children’s every day,” said Alex Loker, vice president of philanthropy for Rady Children’s Hospital Foundation.
The company and the Miller family has lent support to hundreds of other local causes over the past half century, including schools, social service agencies and community organizations. Some examples include Toys for Tots, La Jolla Art and Wine Festival, Words Alive and Jewish Family Services of San Diego.
Opened in 1976 in Old Town’s Bazaar Del Mundo, Brian Miller said Geppetto’s was
originally started by their next-door neighbor, before his family took it over. He returned to San Diego, after working for a big East Coast retail company, to take over the new family business.
Asked about the success of Geppetto’s and the toy industry, Miller said: “There’s
something magical about taking a child into a toy store where they can touch and feel things they might be interested in. Our stores are not big-box warehouses. I carefully select toys for each age group.”
Miller regularly attends trade and manufacturer shows from companies like Lego and Mattel.
“I get to play with the toys, then decide if they fit in with our business,” he added.
Noting there’s competition from toys selling online, Miller believes his brick-and-mortar toy business enjoys an advantage because kids can come into Geppetto’s and actually try toys out.
“You can’t do that online,” he said, adding, “It’s not as much fun online.”
Of his criteria for selecting toys, Miller noted, “They’ve got to be good quality and have got to have a ‘fun’ factor. Even if it’s a math game – it has to be fun and engaging for the children. Not something they play with for 30 seconds before putting it aside.”
Miller added he also likes to select toys which take kids away from too much reliance on “screen time.” Also new these days, he said, is that social media is “huge” in driving public demand for toys, especially new ones.
Miller is optimistic about the future of toys. “I am very bullish on Geppetto’s being around for many more decades,” he said. “It’s a nice, family tradition. We’re not going away.”
