A Learning Enterprise for Teachers and Parents

Lakeshore, a new store in Tustin, is part toy shop, part classroom and part hobby shop.

The 6,100-square-foot building on Tustin Village Way, which opened in December, offers an eye-popping array of children’s toys, games, art materials and science kits. The shop also has free adult workshops on subjects ranging from cooking with children to woodworking.

Three decades ago, Lakeshore Curriculum Materials Co. sold educational supplies only to school districts and teachers from a warehouse in San Leandro. Since then, the Carson-based company has opened five retail stores (four in California, one in Washington) that cater to both parents and teachers, selling toys, art supplies and science kits for home as well as the classroom.

The company still refers to each retail outlet as a “teacher’s store” but has also stepped up efforts and advertising to attract non-teachers.

A 176-page catalogue offering books, puzzles, furniture, gym sets and games augments the merchandise available in the five stores. What cannot be found in the store can be ordered; items are shipped within 72 hours. A second catalogue--devoted to educational materials for junior and senior high schools and adult and special education students--is also available.

But Lakeshore’s main draw for parents is its variety of educational toys and art materials for younger children. Among the selections at the Tustin store, which is the only Lakeshore in the county, are a children’s costume trunk ($55), giant plastic tumble balls ($47.95), a collage-making kit ($19.95), tricycles ($149.95), a combination fold-up grocery store and stage ($136), a dollhouse with 36 pieces of furniture and either black or white family of four ($115) and a puppet-making kit that includes 16 fuzzy socks ($29.95).

Lakeshore is also stocked with books, globes, records, easels, maps, alphabets, posters and anything you have ever seen in a classroom. A majority of the customers are teachers, but the company realized a few years ago that parents are becoming increasingly interested in educational toys for their children.

“The parent market is becoming a larger and larger segment of our customer base,” says Jan Bowler, special projects director. “There was a time when only teachers knew about us. Now parents are finding out.”

Bowler says the store’s appeal stems from its scope--everything from infant toys to classroom videocassette recorders.

“The kinds of things that we’re selling are very difficult to find these days, which is part of the reason we make them available to parents,” Bowler says. “The toy market has changed a lot over the years, and stores carry mostly TV-advertised and electronic toys.”

Bowler says that every Lakeshore store has at least one staff member with either an early childhood education degree or teaching background.

“Part of what we have to offer, besides variety, is expertise in early childhood education, so we try to offer workshops as part of our service,” she says.

Prices in the store are not discount, but rather the full retail prices that one might find in top-quality toy stores or department stores. Lori Louie, retail division manager, adds that prices are the same for both teachers and parents.

To order a free catalogue, call (714) 836-0811.

LAKESHORE CURRICULUM MATERIALS CO.

AT A GLANCE

Address: 15762 Tustin Village Way, Tustin

Phone: (714) 836-0811

What: a store catering to both parents and teachers, it carries a wide range of educational toys, books, art supplies, science kits, dolls and costumes, along with furniture, tricycles, games and puzzles. Two catalogues augment merchandise in the store. Free workshops for parents and teachers are offered.

To order a catalogue or receive information on the workshops, call number above.