Child’s Play Becoming a Serious Business

Parents in the ‘80s won’t buy their children just any old toy.

“Parents are trying to choose educational games and toys where they can play and work with them,” said Chris Biggs, manager of Mr. G’s for Kids in Canoga Park.

Jody Fickes, president of the recently formed Southern California Children’s Booksellers Assn., agrees. “There’s a very strong parenting movement out there right now,” said Fickes, a former librarian, who owns a children’s bookstore in Ventura called Adventures for Kids. “It’s very careful parenting, ‘careful’ in every sense of the world.”

Among parents, say retailers, there is increased concern about the quality of children’s products. “Ten years ago the toy-buying public was heavily influenced by TV, but that’s happening less and less,” said Richard Peters, co-owner of Creative Play Resources in Northridge.

“Parents are much more aware than before, and with that has come the willingness to buy some of the better toys. The manufacturers and publishers respond to that,” he said.

The children’s book field has also changed. “The books are much more sophisticated today, and there’s a tremendous emphasis on good-quality illustrations and color,” said Bea Rosen, co-owner of KidLit, a home-based bookselling business in Northridge.

Former teacher Madeline Nella said Valley shops were more open to accepting her new audiocassette, “Milk Shake Moustaches and Bubbly Baths,” sung by J.P. Nightingale, than stores anywhere else in the Los Angeles area.

“Judging from the response I got from owners,” said Nella, “the San Fernando Valley is the prime market for educational materials for young children. Parents here want to give their kids the best of everything.”

Listed below is a sampling of independent Valley book and toy stores. Most offer free gift-wrapping and will send items by mail for the cost of shipping. Several publish newsletters and offer story hours or special workshops for children and parents.

Power of Play, 13608 Ventura Blvd., Sherman Oaks, (818) 906-2123, and 5871 Kanan Road, Agoura Hills, (818) 991-1474. Open Monday through Saturday 10 a.m. to 6 p.m.

Both these stores specialize in toys geared to developmental needs of children from infancy to age 14, with an emphasis on creativity. Among the items, most of which are imported, are games, puzzles, books, records, videos, puppets, arts and crafts, Brio trains, construction toys, science kits and dinosaurs.

Children may take books off the shelves and read them in the book room. Any toy in the store can be tried out, and tables are set up with demonstration puzzles and toys. A newsletter provides details about children’s classes, workshops for parents, and “Mommy and Me” classes. Starting May 2, separate 8-week beginning guitar classes for parents and children will be offered Saturdays at $15 per class.

Mr. G’s for Kids, Topanga Plaza, 6600 Topanga Canyon Blvd., Suite 44, Canoga Park, (818) 704-4845. Open Monday through Friday 10 a.m. to 9 p.m., Saturday 10 a.m. to 6 p.m., Sunday 11 a.m. to 6 p.m.

This store specializes in educational toys and books for infants through young teen-agers. Among the many items carried are science kits, workbooks, flash cards, games, and preschool puzzles. The trained staff helps evaluate children’s needs.

Creative Play Resources, 8921 Reseda Blvd., Northridge, (818) 886-4150. Open Monday through Friday 9:30 a.m. to 6 p.m., Saturday 10 a.m. to 5 p.m.

In business 16 years, the owners of this toy store choose items to sell which have lasting play value as well as an educational purpose. Very few TV toys are carried. For sale are books, records and cassettes, games, dolls, stuffed animals, puzzles and many items that are imported or made by smaller American companies. The age range is birth to age 8. A free mail-order catalogue is available.

The Joy of Learning, Educational Materials for Children, 18722 Ventura Blvd., Tarzana, (818) 343-7116. Open Monday through Saturday 10 a.m. to 6 p.m.

This 1-year-old shop sells educational toys, books, games, videos, and software, as well as materials for arts and crafts, science and music. The age range is infants through teen-agers. Phone orders are accepted. A store newsletter carries details about special workshops.

Reading Circles for preschoolers are held Thursdays at 10:30 a.m., and sessions for older listeners are held first and third Saturdays at 10:30 a.m. Reservations are not necessary.

Pages, Books for Children and Young Adults, 18399 Ventura Blvd., (Tarzana Square), Tarzana, (818) 34-BOOKS. Open Monday through Saturday 10 a.m. to 5 p.m.

Pages is a full-service children’s bookstore offering a wide selection of books for infants through teen-agers, plus books for parents. The staff of former teachers and librarians will work with customers to match the book to the reader. A personal shopper is available for phone orders. A quarterly newsletter supplies details about upcoming author appearances and special events.

“Now I Am Two” group story times for 2- and 3-year-olds take place first and third Wednesdays at 10:30 a.m., and second Wednesdays at 4 p.m. Story hours with a theme, for ages 3 to 8, are held every Saturday at 11 a.m. These sessions always include music and a craft or dramatic activity. Reservations are not necessary.

The Developing Child, 19956 Ventura Blvd. (Winnetka Square), Woodland Hills, (818) 346-6200. Open Monday through Friday 10 a.m. to 7 p.m., Saturday 10 a.m. to 5 p.m., and Sunday 11 a.m. to 5 p.m.

Most of the products carried by this educational toy store are imported from Europe, with an emphasis on children’s developmental needs. Geared to an age range of birth to 14, the stock includes preschool toys, learning supplies, gift items, sandbox and beach items, and books. No TV toys or guns are sold.

A line of toys adapted to the needs of children with special needs is carried. A variety of toys, puzzles, and construction sets may be tried out on the play tables.

Preschool storytelling for ages 2 to 5 is held Friday mornings at 10:30 a.m. On May 2 at noon, children will be fingerprinted free with the purchase of a children’s health journal ($3.95).

Educative Toys and Supplies, 6416 Van Nuys Blvd., Van Nuys, (818) 782-5580. Open Monday through Saturday 9:30 a.m. to 5:30 p.m.

Family-owned for more than 30 years, this store stocks educational toys, books and materials for infants to teen-agers. Included are textbooks and workbooks, furniture for home and school, records that can be listened to before being bought, rhythm instruments, and science and art supplies. Not carried are war toys, TV toys or battery-operated toys.

This is also a complete teacher store selling classroom-oriented materials, and workshops for teachers are frequently scheduled. The trained staff is available to advise parents on purchases.

Lewis for Books, 7119 Reseda Blvd., Reseda, (818) 343-5634. Open Monday through Saturday 9 a.m. to 5:30 p.m.

This 37-year-old store specializes in textbooks for elementary and secondary schools and teacher supplies. Also carried are preschool activity books and educational games. The trained staff will help parents find the right book or item for their children’s home learning. Mail order is available.

Animal Kracker/Treehouse Bookstore, 17324 Ventura Blvd. (Osco Shopping Center at Louise), Encino, (818) 986-0264. Open Monday through Saturday 10 a.m. to 6 p.m.

A large selection of books and materials for infants to teen-agers are carried by the Treehouse Bookstore. The other half of this business, Animal Cracker, sells children’s clothing. Besides the large inventory of books, items as diverse as science kits, model cars, stuffed animals, puzzles, videotapes, cassettes, diaries, and dinosaurs are for sale. TV toys are not stocked, nor generally are those requiring batteries. A number of books are packaged with matching toys.

Buddy Brown Toys, 12166 Ventura Blvd., Studio City, (818) 766-3649. Open Monday through Saturday 9:30 a.m. to 5:30 p.m.

This toy store carries an extensive inventory of popular toys for infants to early teen-agers, plus some adult games. Included are dolls, art supplies, preschool books, tapes and records, various toys with wheels, trains, construction sets and games.

Victor’s Toys, 7450 Reseda Blvd., Reseda, (818) 343-8123. Open Monday through Friday 9:30 a.m. to 6 p.m.; Saturday 9:30 a.m. to 5:30 p.m., and Sunday 11 a.m. to 3:30 p.m.

This 10,000-square-foot store is filled with a large inventory of toys for infants to adults. Stock includes games, dolls, hobby equipment, models, preschool toys, playground equipment and books.

Adventures for Kids, 2760 E. Thompson Blvd., Ventura, (805) 648-7233. Open Monday through Saturday 10 a.m. to 5 p.m.

This full-service children’s bookstore stocks a large variety of books for infants through high school, plus books for parents. The owner specializes in keeping a large back list. A free newsletter three times a year contains book reviews and information about author book-signings, children’s concerts, workshops, and parent classes.

A story hour for preschoolers accompanied by adults is held Tuesdays 10:30 to 11:30 a.m., October through July. No reservations are necessary.

KidLit, (818) 886-2070. Partners Bea Rosen and Patti Rieder carry an inventory of about 100 titles that they make available by appointment to meetings of parents at preschools, Children’s Centers and private schools. The carefully screened titles include concept books and storybooks from a variety of publishers. KidLit will travel throughout Southern California.