The skinny: A store that works so kids can play with toys as good for them as vitamins. (Look elsewhere for guns, Barbies and Nintendo; you won't find them here.)
Zany Brainy includes many store sections, including "software."
"Tinkerbell, please report to the castle," a pleasant voice instructed on a recent visit to Zany Brainy. We must admit when the Raffi tune was interrupted for that in-store announcement, we were caught off-guard. Then later, there were similar requests made for Snow White and Winnie the Pooh.
"Some store," we thought. "What are the odds they'd all find jobs here?"
But adding a bit more magic and fun even extends to the employees at Zany Brainy's new Schaumburg store, where all staff members take on character names. Then no matter in what part of the store they're working — one of more than a dozen specific areas from "Bright Start" for the youngest tots to "Young Builders" that includes some higher ability building sets — employees can be called for assistance. And on our visit, they did seem to be a helpful bunch, offering ideas to suit all kinds of kids.
The newest of seven such stores in the Chicago area (with the next one set to open in Batavia), Zany Brainy boasts that their merchandise has "positive educational, emotional or physical developmental attributes," e.g. no violent toys (guns) or merchandise that feed into stereotypes (Barbie dolls). And a trip around the aisles seems to hold high that vision. The colorful store captures the imagination and actually lifts it — with dress-up clothes and play food in the "Let's Pretend" section. Or with racks of craft kits and creative materials in the "Creativity" area. A decent "Books" section offers discounts — with 20 percent off their "KIDsultant" selections chosen by young readers. (Don't miss kid blockbuster, Harry Potter and the Sorcerer's Stone by J.K. Rowling, discounted to $13.56.)
Other departments include Software; Puzzlemania; Our Planet; Play Pals; Video, Words and Music; Good Sports; Stationery; and Brainy Games. Such a selection, even a kid struck with the measles on Trick or Treat night could be made happy here. Complaints? Minor ones. We did struggle to find some prices on a whole rack of Disney Tarzan audio tapes and CDs, but eventually learned the price we needed ($17 for the soundtrack CD). Same problem on the display of feature film videos. But overall, things were well marked and easy to locate.
Zany Brainy also hosts many events for kids, such as craft demonstrations and reading groups.
Also, be warned that some strategically placed bins near the front of the store are prime for impulse buying. Like candy racks near the grocery check out, these bins are loaded with fun little stuff that your kids will love to grab. Examples? Doodletop spinning top markers sell for $3. Glitter Silly Putty goes for $1.49. Bug Balls, bouncy balls encasing a plastic bug, are priced at $2.
But that's not to say you won't want to grab things too for that child you love. Among current hot items are Star Wars Episode I Legos sets, including the Naboo Fighter, priced at $20. Cool Magic Spinning Lamps are indeed cool, especially with designs like "Groovy Cars," a VW Bug pattern that sprinkles colors around the room for $15.
There's more for kids than toys here, too. Zany Brainy hosts free daily events like storytelling, mini-concerts, book signings, character visits, craft demonstrations and other fun activities. Recent events included preschool craft times for ages 3 to 5, skill builders workshops for ages 6 and up, a "Paint Yourself" weekend where kids tried the ancient art of hand and foot painting, and a "Big Bear" weekend, which focused on stories and crafts related to our favorite cuddlers.
An eight-week summer reading club, called "Our Mysterious Planet," is kicking off this year, as well. Four age-appropriate reading groups are offered for kids 4-12. Call for event and reading club details.
– Candace Purdom, Sidewalk contributor
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