{"id":8494,"date":"2026-09-05T19:06:50","date_gmt":"2026-09-05T19:06:50","guid":{"rendered":"https:\/\/nextcitydigest.com\/?p=8494"},"modified":"2026-09-05T19:06:50","modified_gmt":"2026-09-05T19:06:50","slug":"everybody-has-a-good-memory-of-a-toy-san-diego-toy-store-celebrates-50-years-with-september-events","status":"publish","type":"post","link":"https:\/\/nextcitydigest.com\/?p=8494","title":{"rendered":"\u2018Everybody has a good memory of a toy\u2019: San Diego toy store celebrates 50 years with September events"},"content":{"rendered":"
\n
\n

Geppetto\u2019s toy store has come a long way since its opening half a century ago.<\/p>\n

Now considered one of the largest independent toy retailers in the United States, Gepetto\u2019s 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 \u2014 including a longstanding one in La Jolla\u2019s Village.<\/p>\n

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When the first location in Old Town opened, it was operated by the Rush family. At the time, current Geppetto\u2019s owner Brian Miller lived next door to the Rush family.<\/p>\n

During his youth, Miller\u2019s 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.<\/p>\n

After suddenly losing his father in 1991, Miller moved back to San Diego to take over his parents\u2019 stores. A year later, Miller bought Geppetto\u2019s in Old Town, keeping the original name.<\/p>\n

In the years that followed, Geppetto\u2019s 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.<\/p>\n

Along with the name, Geppetto\u2019s philosophy has stayed constant even as the business grew.<\/p>\n

\u201cOur mission is to provide quality playthings to children of all ages and families,\u201d Miller said, which often requires a personal touch.<\/p>\n

\n<\/div>\n

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.<\/p>\n

\u201cSan Diegans know us, and they may have come into (a) Geppetto\u2019s when they were a child,\u201d Miller said. \u201cNow they\u2019re bringing their children, and in some cases, their grandchildren, into the store.\u201d<\/p>\n

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\u2019s offers a shared family experience.<\/p>\n

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\u201cEverybody has a good memory of a toy, and I think you often have a good memory of a toy store experience,\u201d Miller said. \u201cIt\u2019s more than just selling the toy. I want to create those memories. You can\u2019t get a memory by clicking online.\u201d<\/p>\n

\n<\/div>\n

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.<\/p>\n

\u201cWhat 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?\u201d Miller said. \u201cI take that as a big compliment and a big responsibility. I want that kid to buy something for his $5.67 that he\u2019s going to remember.\u201d<\/p>\n

One aspect of the Geppetto\u2019s mission that has changed since the store opened is engaging in local philanthropy. Geppetto\u2019s donates toys to local preschools, schools, social service programs and children\u2019s hospitals, giving back to the community that has kept its doors open for five decades.<\/p>\n

But as a resident of the 92037 ZIP code, Miller said the La Jolla community is especially close to his heart. Thus, Geppetto\u2019s has been a major contributor to the La Jolla Art & Wine Festival since its first year.<\/p>\n

\u201cI want to be a good citizen of San Diego, but particularly in La Jolla,\u201d Miller said. \u201cI want to make sure we\u2019re paying extra special attention to our neighborhood.\u201d<\/p>\n

To honor five decades of operation, every brick-and-mortar Geppetto\u2019s location is hosting an anniversary celebration from 9 a.m. to 3 p.m. Saturday, Sept. 19.<\/p>\n

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\u2019s has pledged to donate all the proceeds from the special-edition toys to Rady Children\u2019s Hospital, with a guaranteed minimum $50,000 donation.<\/p>\n

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Learn more: geppettostoys.com<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Geppetto\u2019s toy store has come a long way since its opening in San Diego half a century ago.<\/p>\n","protected":false},"author":1,"featured_media":8493,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-8494","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"yoast_head":"\n\u2018Everybody has a good memory of a toy\u2019: San Diego toy store celebrates 50 years with September events - Next City Digest<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nextcitydigest.com\/?p=8494\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u2018Everybody has a good memory of a toy\u2019: San Diego toy store celebrates 50 years with September events - 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