Everything You Want to Know About Our New Toy Shop!

This story begins back in 2009 when we had our first child. You might know her as Mazzy. Back then, the East Village was not that baby-friendly of a place (restaurants with changing tables in the bathroom or shops with doors wide enough to push a stroller were foreign concepts in that neck of the woods), but there were a few special spots that made our growing family feel right at home. One of those spots was a magical toy shop on 9th Street called Dinosaur Hill.

Dinosaur Hill was an old school shop with marionettes hanging above the antique cash register, rainbow hot air balloons floating down from the ceiling and a rocketship gumball machine outside. It sold low tech toys like blocks, puzzles, and art kits with lots of locally crafted items and unknown brands. It had been a landmark in the neighborhood for over 30 years. Throughout my first ten years of being a mom, I spent countless hours wandering through that shop with the girls. I loved that they had a lot of smaller low cost items, like animal figurines, silly putty and bouncy balls, so that you could go there for birthday presents and when you just wanted to give your child $5 to spend for a little reward. The shelves were crammed with stuff, so if the kids poked around long enough, they always discovered something new.

Sadly, Dinosaur Hill closed during the pandemic. The owner agreed to annex her space to Veselka, the popular Ukrainian restaurant next door, and the neighborhood was appropriately devastated. I remember walking Frankie when we first got back to the city in 2020 and seeing the “closing” sign in the window. It was the end of an era.

Then, a few months later, when the city was still very much a ghost town, with empty out-of-business storefronts in seemingly every other building, I was out walking Frankie on 9th Street again and noticed a tiny new shop called The March Hare with a familiar hot air balloon hanging in the front window. I went inside to check it out. It was a tiny toy shop, about a quarter of the size of Dinosaur Hill, but filled with the same kinds of local brands and low tech toys. It was run by a young married couple from Ireland, named Karen and Jason, who had worked for Dinosaur Hill and wanted to carry on the legacy of that very magical toy shop on 9th Street. They had taken over Dinosaur Hill’s toy accounts and even had the same vintage cash register on the counter. At the time, especially when so many families with kids we knew were leaving, a new toy shop seemed like one of the only rays of hope in NYC.

I brought Mazzy and Harlow to see the shop the next day and we became instantly invested in its success. When a man robbed the place early on, I rallied my followers to donate the money he had stolen. After a slow start, the shop’s traffic picked up and they were able to turn a profit over the holiday season. Things looked good for the tiny shop and I loved passing it every day when I walked Frankie. I particularly loved the giant snow bear they built on a big NYC snow day.

Sadly, in February of 2022, Karen was diagnosed with colon cancer and the couple’s time and energy shifted to treatment and recovery. The store was closed more than it was open and after a few months passed, and Karen was still battling her illness, the March Hare announced on Instagram that they were looking for new ownership so they could focus on Karen’s health. I shared the news on my story, wondering if anyone who followed me might step up.

This was at about the same time that my family was in the process of moving from the East Village to Tribeca. Our real estate agent, who is a good friend of ours, was over our old apartment on 10th Street and we went to get coffee. I pointed out the shop and told him the story. He joked around about how his wife needed something to do, now that their daughter was graduating middle school. If you watch my Instagram stories regularly, you might know his wife as Karen (yes another Karen), the friend who introduced me to CASA and the mom I went to coffee with after school drop-off all of last year. Her daughter Ava and Mazzy went to the same school, but since Ava was graduating, we knew our morning coffees together would soon come to an end.

That day, we ended up all getting on the phone and discussing the possibility of buying the shop. It seemed to check a lot of boxes for us. The first being that we would get to save a small business in NYC. We are all diehard Manhattanites who are invested in its revival and know that the small shops and restaurants are what make our city a vibrant, desirable place to be. Secondly, we were all facing changes that made us feel disconnected to our community. Mike and I both work for ourselves and had been working at home for the past two years. I found myself thinking, “why are we paying all this money to live in Manhattan when we don’t leave our apartment?” We also loved the idea of still having a tie to the East Village even though we were moving to Tribeca. As for Karen, her time as an involved parent in lower and middle school was coming to a close and she was looking for an Act II in her motherhood journey. The March Hare was a place we could build a business together, feel like an active part in our community, and give our kids and their friends a safe home away from home as they grew up in NYC. Owning the shop seemed like a way to make us all feel a part of something fun and meaningful.

I’m not going to lie and say that this was all done out of the goodness of our hearts. I also saw an opportunity to marry what I’ve been doing online with a physical space. As my kids grow up, owning a toy shop is a way to keep myself firmly planted in the parenting space. It’s a way that I can build added benefits to my social partnerships with in-person events and shelf space in store. For someone who has struggled with what to post in recent years, it’s a content bonanza. And honestly, the rent we pay on the shop is similar to what I used to pay for my office space. When I work there, my assistant Leah comes with me and we have a regular Mommy Shorts work day, between customers coming into shop, which to be frank, is not that often.

Mike was excited to take on the project too. He’s always wanted to own a small business in Manhattan and loves the vibe in the East Village. He’s been the one running the shop, managing the inventory, and figuring out staffing. Karen’s also working in store a couple days a week, plus managing the March Hare merch and figuring out things like packaging, wrapping and stickers. And most importantly, we kept Jason on board, who is helping guide us in the right direction. He is happy to work for us part-time.

Is it a crazy venture to take on? Especially when retail enterprises seem to be failing left and right? Yes. Do our friends think this is a terrible idea? Probably. But I can say that as of right now, we are very excited to be in the toy business. And after a few months of figuring out the inventory and restocking the store (which I will give most of the credit to Mike), we are now open 11am-6pm every day of the week. I have to say, sitting in a store and interacting with everyone who comes in, even if it’s just one or two days a week, feels FANTASTIC. We really feel like we are part of something special.

When I announced our purchase of the March Hare on Instagram, you guys had a whole bunch of questions. Here are my answers!

How is Karen doing?

Karen is still fighting some complications after treatment but Jason reports that she is strong and full of hope. “We’ve been enjoying every moment spent together and are working towards a happy life after treatment. You will still see us on our daily strolls throughout the village. Thank you for all your well wishes!”

Will you ever create an online storefront?

We have an online storefront, but if you visit the website, you will see that it’s very minimal. The shop is tiny, literally 9x18ish feet, with no additional storage space, so a robust online storefront doesn’t seem possible at the moment. Where would we put the additional inventory? HOWEVER, we do have plans for online merch, starting with our t-shirt. We are also talking about having a few featured online items each month and if we can get it together on time, perhaps a holiday box. Stay tuned.

How many square feet is the store?

It’s 300 square feet at most. I think about 5-10 people can shop comfortably at one time, but that never happens. It’s usually a one on one customer experience!

Where is your inventory storage?

I would love to say we are the proud owners of a hidden cellar with one of those metal doors on the sidewalk that everyone is scared to step on, but sadly, we’ve got no such luck. Our storage space is pretty nonexistent. You ever been in someone’s garage? You know those metal wire racks where they stack tools, paper towels, jumper cables, and extra soda cans? We have one of those. It’s behind a green curtain at the back of the shop. The door right next to it opens to a teeny tiny bathroom, which means that basically, what you see is what you get. There’s no “checking in the back”!

Who makes the purchase decisions?

Mike is the one in charge of inventory and operations, and has been having lots of fun shopping for new toys through some wholesale platforms. Jason is still very involved and has been helping us with purchase decisions based on what has done well there in the past. That being said, Karen and I text our group chat constantly with ideas. I’ve also been trying to select some items that feel on brand for “Mommy Shorts,” like panda plushies, pretend play ice cream, and NYC themed puzzles. I’m also in talks with a few followers who create handmade items to see if they can have a place in the shop. If you sell or make something you think would do well in the shop, please get in touch!

Do you have infant toys or is everything mostly for older kids?

We have toys for all ages. There is a whole section dedicated to infants and then toys range up from there. We’ve even got more complicated craft kits for 14+ and puzzles that are just as much for adults as they are for kids.

What’s your favorite item in the store?

My favorite item is definitely the hot air balloons that hang from the ceiling. We sell them in different sizes and colors, including a large rainbow balloon. They are a common thread from Dinosaur Hill and they always make the place look so magical to me! That and the new t-shirts of course!

Will you sell your book there?

Should I!? That’s a good idea, actually. I’ve been thinking about stocking some Mommy Shorts merch there as well.

Will you be selling Squishmallows?

I hope so! We’re trying very hard to get an account with them. It would be Mazzy’s dream come true.

Will you still do your regular holiday gift guide?

Yes! Please don’t worry, the gift guide is not going anywhere. I know many of you depend on my guide for your gift ideas and I depend on it as well. Doing all that research makes me super on top of my holiday purchases and my kids are always impressed with the thought I put into their gifts. The guide is also a big source of income for me (through affiliate fees) and I cannot afford to lose it!

Who designs your window displays?

Jason has been doing the window designing (he’s a fine artist by trade and amazing at it), although for Halloween, he had a new window-decorator-in-training– Harlow! She was a little upset that we no longer have the hallway table to decorate in our new apartment building and I told her I had something much better for her to decorate!

How will you make it your own?

Our goal is really to maintain the character of the current shop, but we definitely want to add a few touches that feel in line with the shop’s magic.For instance, I had an idea to make a fairy door in the front counter that opened up to a little dollhouse room, where the March Hare Fairy lives. And just so you know, if you leave her a note *wink wink*, she’ll write back. We are also introducing March Hare merch and trying to come up with a few exclusive products that feel uniquely on brand.

Any B list celebrity customers yet?

I haven’t seen anyone yet but I have heard some rumors. Apparently, Angelina Jolie visited the store a few months back. I’m glad I wasn’t there because I would have immediately put on my Team Jen t-shirt. There is also supposedly another frequent customer, who I won’t name, but I have not seen him yet. If I do, I will DIE.

Do you play magical music to set the mood for the shoppers?

Yes! We’ve got a playlist that include soundtracks from Harry Potter, Pride & Prejudice, the live action Cinderella, Chronicles of Narnia, and Emma. For Halloween, we’re going to add Edward Scissorhands, Hocus Pocus and Nightmare before Christmas. If anyone has any other ideas for magical music, please tell me in the comments!

How do you and Mike have time to run a store?

That’s why there are four of us! Mike, Karen, Andrew, and I have each taken the reins in a different areas of running the store, so that hopefully we can spread the workload out among us. We also still have Jason working part-time and a few other employees taking shifts. That being said, it’s definitely a commitment and adds to our workloads immensely! The store is not that busy throughout the day, so we all take our laptops on our day to run the shop and work on our regular jobs while we are there. I take Leah with me and we actually find that it’s one of our most productive days of the week, because we can’t leave our post to do something else.

Can a boutique store like this become profitable?

When we purchased the store, we looked at the books, which showed that the store does turn a profit. The trick is that most of the store’s earnings happen over the holiday season, so you have to somehow make ends meet for the rest of the year. This is why Jason was struggling— he needed a more consistent income. We all have other sources of income, so the inconsistency doesn’t bother us as much. Plus, I am really hoping that I can find ways to make additional money through merchandise and toy brand partnerships that extend to social.

Will the girls work there with you?

Sometimes! Mazzy and Harlow are both great little salespeople, they can talk customers into anything! As they get older, I imagine we’ll be employing them and their friends on the weekends. Mazzy reports that lots of her friends are interested!

When’s the Mommy Shorts meet up?

Head over any time! I work one day a week, but the day may change given my commitments that week. If I’m not there, you may get to meet Mike or Karen! The girls go there every once in awhile after school too. I also think it would fun to have a Mommy Shorts shopping day as the holidays get closer. If I did that, would it better during the day or at night? During the week or the weekend? Would you want to bring your kids or just adults? Tell me in the comments!

What sets the toy store apart from others?

I think the main draw is the type of toys we sell. Lots of craft kits, figurines and vintage favorites, like yo-yos, slinkys, and glow-in-the-dark stars. It’s a very low-tech, non-electronic selection. I don’t think anything needs batteries. We also try to use local toymakers and craftspeople whenever possible. The other draw is the block we are on, which I think is one of the best blocks in the East Village. If you visit our shop, there is another kid’s shop across the street (they sell more clothes and accessories), a book store that sells only animal themed books, a stationary store, an antique barber shop, lots of boutique clothing and jewelry stores, plus Mud Coffee, Davey’s ice cream, Veselka and more. I have to do an audio walking tour! Or at least make a map. Anyone good at illustrating fun little maps?

Does owning the store include owning the space or is it a lease?

It’s a lease. So, at the end of the year, if we decide that this was indeed a terrible idea, we can cut our losses and move on. Or try to sell to the next owners.

When do we get our t-shirts?

The t-shirts were shipped to us today actually! So now, all we have to do is sort them, box them and send them. Which means, our apartment is going to become fullfillment central over the next week. Hopefully, it’s quick and painless! I can’t wait for everyone to have their shirts!

Did you share this with your close friends group awhile ago and I’ve been missing out?

Yep! Close friends have known for a while! They’re my test group, which is pretty fun. If you want to join, you just need to be a paying subscriber to my substack. The perks are growing and you never know what secret news I’ll have next!

That’s all for now! I’ll try to answer any other questions that come up in the comments! And please, feel free to share any and all ideas for our new venture!