50 years ago, in 1976, Fairhope had a population of about 6,600 people. It was a sleepy little town where everybody knew everybody, and Fairhope Avenue was where the residents did most of their shopping. Jeanne Byrd opened a store, Jeanne’s, and later called Fantasy Island Toys, with an inventory of primarily dolls and dollhouses. I moved to Fairhope in 1977, and I remember that the store was small, quaint, and charming, just like Fairhope! As the store and population grew, daughters Ginger Milligan and Kathie Byrd took over the toy store and carried on their mother's tradition of “ guarding childhood” by selling educational and developmental toys that were unique and special. In 2022, Ginger sold the business to two happy, adorable sisters, Stevi Bell and Amanda Calhoun, who sat down with me at The Pearl, their other sister, Erin, and brother-in-law, Will’s restaurant across the street from their store.

“We had always wanted to start a business together, and this was a chance of a lifetime,’ Stevi said. “Being part of a downtown business district, especially one that was a community staple, was important to us. Our goal is to keep it the same and help it grow.” Amanda and Stevi grew up in Texas, Louisiana, and Mississippi, as their dad was in the oil business, and both graduated from the University of Southern Mississippi, with degrees in interior design and business, respectively. Amanda’s husband’s job brought them to Mobile in 2010, and Stevi arrived after COVID, via New Orleans, and both made Fairhope their home. Two years apart in age, they are very close friends and said,” We balance each other out. We can talk to each other and be real.” When I ask about the division of labor, Stevi laughs and says,” I have big dreams and lots of ideas, and Mandy implements the plans.” They have made significant improvements since becoming toy shop proprietors, revamping their website, updating the logo, opening a pop-up shop at the Urban Emporium in Mobile, and establishing an online sales platform. “We have 2 e-commerce coordinators on staff who handle all the online sales and 7 other employees who work in the shop.” They told me the learning curve was steep at first, but with help from the previous owner, Ginger, and the employees who stayed on, they hit their stride in 2023 and are now going strong.

The sisters both work behind the scenes, managing the inventory, buying, and bookkeeping, but like being on the floor the most. “ It is such a happy place, all for kids; it’s the best job ever! As we talked about trends in popular toys, I was blown away by something called “Squish Mania.” It seems there is a squishy, stretchy stress ball called NeeDoh that they can’t keep in stock. “ We get 50 asks a day, and when we had a shipment come in, we had a line out the door and sold 300 pieces in 9 minutes !” What makes these so popular? Influencers on TikTok make videos of all the different ones they buy: jellyfish, cakes, cubes, etc., and it's a buying frenzy. (Sounds like the Beanie Baby hysteria of the 90s). I asked to see one of these things, and Mandy said they didn't have any because there's a giant shortage of Nee Doh. Who Knew?!

Next September, Fantasy Island Toys will celebrate its 50th anniversary with big plans to celebrate the milestone. They will have a big sale with 20% off the entire store, as well as a 60 % off table and a $5 table. There will be door prizes, refreshments, and some other surprises. A LEGO competition will be announced in August, where three age categories vie to win the crown of best LEGO creation. The submissions will be on display in the window of the store, and the community will vote, either through social media or in person, for their favorite. Winners will receive gift certificates. (Did you know that 50% of LEGO sales are to adults?) Other fun events are planned throughout the summer as well.

According to Stevi, the anniversary celebration centers on one simple idea: honoring the generations of families who have grown up with the store.  Under the theme “50 Years of Play in Downtown Fairhope,” the yearlong celebration will blend nostalgia, community, and fun. Plans include limited-edition anniversary merchandise and a series of in-store experiences and events designed to bring families together in the same way the store has done since 1976.

A cornerstone of the celebration is a storytelling social media campaign inviting customers to share their memories of Fantasy Island Toys, from childhood visits decades ago to now, bringing in their own children. These stories will be featured throughout the year, creating a living scrapbook of play and tradition in Fairhope. The link to share your stories is https://forms.gle/tqigfWrVs9K7bkid9A. I plan to tell a few and hope you readers will too. To this day, when my grandchildren visit from Birmingham, they say, “ Let’s go to the toy store!“

Signature moments will include the store’s annual Birthday Sale on September 18th and 19th, a “50 Giveaways of Play” countdown leading up to the anniversary, and a special Founder and Legacy Celebration honoring the people who shaped the store’s history.

Fantasy Island Toys is a beloved neighborhood toy store that has inspired millions of children through creative and meaningful play and connection. Amanda and Stevi have so much joy and passion for what they do, and even though they are somewhat new to the downtown business community, they cherish the traditions passed down through generations and love being able to help children grow to become the best versions of themselves through creative and educational play.

At 355 Fairhope Avenue, this happy place is open Monday through Saturday, 10 am - 5 pm, and Sundays, 12 pm -4 pm. To stay informed about all of their upcoming events, visit the website fantasyislandtoys.com or follow them on Facebook, Instagram, and TikTok. 

Not many family-owned businesses are around anymore, and because this one has brought and still brings so much joy to the community, I hope they will celebrate with a much-deserved parade!