‘Everybody has a good memory of a toy’: San Diego toy store celebrates 50 years with September events

Geppetto’s toy store has come a long way since its opening half a century ago.

Now considered one of the largest independent toy retailers in the United States, Gepetto’s started with humble beginnings in the Bazaar del Mundo plaza in Old Town San Diego in 1976. It has since expanded to nine locations across San Diego County — including a longstanding one in La Jolla’s Village.

When the first location in Old Town opened, it was operated by the Rush family. At the time, current Geppetto’s owner Brian Miller lived next door to the Rush family.

During his youth, Miller’s parents owned several gift stores, including a toy store at the Hotel Del Coronado, which created an appreciation of quality and service that led Miller to pursue corporate retail on the East Coast.

After suddenly losing his father in 1991, Miller moved back to San Diego to take over his parents’ stores. A year later, Miller bought Geppetto’s in Old Town, keeping the original name.

In the years that followed, Geppetto’s expanded to locations in Carlsbad, Coronado, Del Mar, Del Mar Highlands, Fashion Valley, Seaport Village and Westfield UTC. The beloved La Jolla location at 7850 Girard Ave. opened in 2001. The Old Town store still stands in its original location.

Along with the name, Geppetto’s philosophy has stayed constant even as the business grew.

“Our mission is to provide quality playthings to children of all ages and families,” Miller said, which often requires a personal touch.

Sharply differentiating from big-box competitors, Miller personally hand-selects and plays with every toy waiting on the shelves of each location, a habit that he said has kept families coming back for generations.

“San Diegans know us, and they may have come into (a) Geppetto’s when they were a child,” Miller said. “Now they’re bringing their children, and in some cases, their grandchildren, into the store.”

Acknowledging that toys and playtime look very different from a few decades ago, with the popularity of screens and gaming, Miller said he hopes a visit to Geppetto’s offers a shared family experience.

“Everybody has a good memory of a toy, and I think you often have a good memory of a toy store experience,” Miller said. “It’s more than just selling the toy. I want to create those memories. You can’t get a memory by clicking online.”

A recurring encounter that Miller said is one of his favorites happens when children walk in with their saved-up pennies, nickels and dimes, often in plastic bags or piggy banks, excited to leave with a toy picked just for them.

“What greater compliment is there to a business than having a child bring in their piggy bank money and want to spend it in our store?” Miller said. “I take that as a big compliment and a big responsibility. I want that kid to buy something for his $5.67 that he’s going to remember.”

One aspect of the Geppetto’s mission that has changed since the store opened is engaging in local philanthropy. Geppetto’s donates toys to local preschools, schools, social service programs and children’s hospitals, giving back to the community that has kept its doors open for five decades.

But as a resident of the 92037 ZIP code, Miller said the La Jolla community is especially close to his heart. Thus, Geppetto’s has been a major contributor to the La Jolla Art & Wine Festival since its first year.

“I want to be a good citizen of San Diego, but particularly in La Jolla,” Miller said. “I want to make sure we’re paying extra special attention to our neighborhood.”

To honor five decades of operation, every brick-and-mortar Geppetto’s location is hosting an anniversary celebration from 9 a.m. to 3 p.m. Saturday, Sept. 19.

The festivities will include giveaways, discounts, treats and entertainment, along with a chance to buy one of a few thousand custom NeeDoh squishy toys made for the occasion. In the spirit of giving back to the community that has made this milestone possible, Geppetto’s has pledged to donate all the proceeds from the special-edition toys to Rady Children’s Hospital, with a guaranteed minimum $50,000 donation.

Learn more: geppettostoys.com