Marion Toy Store Excelling in a Down Economy

It takes guts to open a store of any kind in a down economy, let alone a toy store.

Yet Kim Ten Eick felt if she didn’t give it a try, she would always be left wondering “what if.”  It’s why at 48, she switched career paths from attorney to toy store proprietor opening Intelligent Life Toys in uptown Marion.

“I had worked for 20 years and had another 20 years to go,” Eick said.  “I realized it was kind of now or never.”

As for business, it’s taken off so fast that Eick’s considering opening a second location.

“We’ve been so well received,” Eick said. “Every time people come in they are like, ‘Wow you have such cool toys.’”

“Yes, people are tighter on their money so they are more concerned on what they spend their money on."

Intelligent Life Toys specializes in toys that “promote creativity, encourage imagination.”

African Dwarf Frogs have become a sought after item at the store. Two frogs come in a container for $29.99.

Schleich animal, knight, and elf figures are another popular item starting at $2.99.

The store offers an array of wooden puzzles, educational games, musical instruments and books. It even has toys for infants. 

One of the more expensive items is the PlasmaCars, $79.99, a child ride toy that requires no batteries, pedals, gears, or electrical parts.

Eick looks to bring free programming to the store later this winter, including puppet shows, music and balloon artists.

“We’re trying to be a community toy store,” Eich said. “We want to be here long term.”

Stephanie Whittenbaugh is hoping they will be. The Cedar Valley Montessori School teacher shops at the store for her classroom and 2-year-old son.

She likes the toys in the store as they encourage children to explore and learn.  It’s not about lights and noise.

“It’s more, 'What can the child do with the toy?'” Whittenbaugh said.

She is especially impressed by the infancy selection.

“The hardest part with infancy is the hard plastic,” Whittenbaugh said. “There’s so much music. With infants you don’t need that. It’s the color and the texture.”