Partner Profile: It’s All in The Family at Playthings Etc.
Most stores would frown upon customers playing with toys in their aisles. Playthings Etc. was designed with playing in mind, even featuring a demo playroom with toy options for kids of all ages (and kids at heart).
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(The following interview has been edited for length and clarity.)
Most stores would frown upon customers playing with toys in their aisles. Playthings Etc. was designed with playing in mind, even featuring a demo playroom with toy options for kids of all ages (and kids at heart). Sitting on the wooden benches in this section, Nadine Shingleton recalled the store’s conception in 2005.
“Todd (Nadine’s husband) wanted to build a toy store and carry things that nobody else carried,” recounted Nadine. “So he designed the building, wanted it to be a destination site. And so it is. Kids call it ‘the spaceship store’, which makes it really fun.”
Family-Owned, Made for Families
Before the store was filled with one-of-a-kind toys, puzzles, science experiments, and more, it played a different role- a wedding reception venue for Nadine’s daughter.
“It so happened that they got married, had the reception in here on July 30th. 2005, and immediately the following week, we started stocking,” recalled Nadine. “My daughter married a guy who was perfect in retail. He (Alan) stepped right in, and he and I have worked together for 20 and a half years.”
Nadine and Alan ascribe their continued success to their staff, who they see as an extension of their family (their granddaughter currently works at the store!)
“We never talk to our employees about selling things. We talk to them about how to treat customers, how to be kind, and how to be positive. That's what we focus on,” said Nadine, “We figure the toys are going to sell themselves if we can just treat people kindly.”
“We figure the toys are going to sell themselves if we can just treat people kindly.”
Overcoming Obstacles & Building Community
Like many independent businesses, COVID-19 shut down the toy store. But the phone didn’t stop ringing.
“We had people ordering over the phone, online. We were driving things to their house,” said Nadine.
“Our customers were great. In the end, you look back and say there were so many blessings. We got to know our customers better, and they got to know us better."
Part of that community comes from the innovative, community-focused events Playthings has created. They’re known for their annual Treasure Hunt, where gift cards are hidden across the county with clues to their location being posted on social media. The annual event is a rare opportunity for strangers to connect.
“It's always fun to hear the stories of a family going to an area, and there are other families already there searching for it. They kind of encourage each other and cheer for each other when somebody finds it.”
Looking Forward- Shooting for the Stars
Nadine recently handed over primary ownership to her son-in-law, Alan DiFrischia. They’re both excited for the future. The next big thing is the reveal of an original mascot, designed by artist Bill Secunda (the same artist behind the Bantam Jeep statue in downtown Butler).
While they’re not revealing anything yet, they hope this addition will create another fun experience for everyone who stops in. They’ve seen such an increase in traffic over the past few years that the family dreams of possible expansion.
“We'll see. We don't know what we're doing. We're making it up every single day. And just about everybody in the world is making it up,” said Alan.
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2483 William Flynn Hwy. Butler, PA 16001 (724) 285-7529 Website