NRF names Zany Brainy Independent Retailer of the Year

Discount Store News, Feb 9, 1998 by Eric Thorsen

With programs such as the "peace bin," KIDsultants and in-store book signings to its credit, toy retailer Zany Brainy received of the 1998 National Retail Federation Independent Retailer of the Year award.

Zany Brainy, based in Wynnewood, Pa., received the award last month during NRF's annual meeting in New York. It was recognized for its innovative retail concept as an educational toy retailer.

"We're a unique concept and the first educational kids' superstore," said president and ceo Keith Spurgeon. "We received the award because we are a pioneer of a concept and for our rapid expansion of a concept."

Particularly important to Spurgeon are the evaluations from customers. He cited their continued stamp of approval as a driving force behind Zany Brainy's growing success. Their stamp of approval "rings loud and clear," he said.

Zany Brainy is taking its retail concept to more cities. Spurgeon said he is looking to expand the 52-store chain from its current base of operation in 14 states to include more markets in the United States. Zany Brainy will speed up its expansion program, aiming to surpass the $200 million sales mark this year. Spurgeon said he also plans to double the size of the chain by 1999.

Unique to Zany Brainy is its focus on providing children with an interactive environment in which to view computer-based educational materials as well as traditional learning toys such as Legos and plush. The stores also present a library of 600 software titles and more than 7,000 books. All the merchandise Zany Brainy sells is safe, non-toxic, non-violent and non-gender biased.

The kids superstore provides a variety of free in-store programs such as mini concerts held in the Zany Showtime Theater, book signings by many children's authors and reading clubs held over a 10-week period during the summer. The retailer also offers teachers' merchandise and provides educators with a 10% discount. And KIDsultants are on hand to answer questions regarding merchandise or upcoming events.

One program Zany Brainy offers, violent toy trade-in, was designed to encourage children to play with non-violent toys. The program offers children the chance to trade in their toy guns and swords for "toys of peace," including dolls and puzzles. Kids participating in the program are encouraged to drop their violent toys into a "peace bin."