02/02/2026
State College is the proud home of Penn State University, but locals and visitors alike have another reason to make a pilgrimage to its downtown area: Growing Tree Toys.
The specialty toy store has been serving kids of all ages for 50 years. Owner Lindsay Jones, Manager Jennifer Heller and their team continue the store’s legacy with local connections, an ever-evolving selection of merchandise and a commitment to fun.
A carefully cultivated collection
Growing Tree Toys offers a wide selection of products, displayed by category. Sections range from toddler and baby items to arts and crafts, building toys, plush, puzzles, games, active play and impulse buys. Jellycat, MAGNA-TILES, Hape, Douglas, Epoch/Callico Critters, Schylling and Melissa & Doug are some of the more popular brands at the store.
Jones and Heller conduct rolling inventory counts throughout the year, so they’re not sure of the store’s exact SKU or vendor count. “We’re constantly buying and bringing things in. It’s an endless supply of choices,” Jones stated.
Current trends include Jellycat plush, slime, collector items and blind boxes. “The interest in puzzles this time of year is crazy,” Heller observed. There has also been a resurgence of nostalgic franchises such as Pokémon, Littlest Pet Shop and Calico Critters. In terms of animal themes, capybaras continue to sell well alongside highland cows and kitsune; Jones has heard murmurs that platypus is the next big animal trend.
The kidult movement is alive and well at Growing Tree Toys as half of the store’s business comes from college students when school is in session. Jones and Heller affectionately refer to this age group as their “big kids.”
“I actually kind of love that you can keep people a little bit younger and kinder for a little longer,” Jones said.
Ideas for Growing Tree Toys’ inventory come from Jones and Heller’s teenage children; shows including Atlanta Market, Toy Fair and Astra Marketplace & Academy; and recommendations from The Good Toy Group, of which Jones is a member. “If you were to start a toy store from nothing, I would say you need to join The Good Toy Group,” Jones stated. “It will help you build your store around the core stuff. The amount of trend reporting we get as a membership is super invaluable, plus just being able to speak to other members.”
The store’s displays are constantly refreshed to reflect the current season and upcoming holidays. The biggest turnaround comes just in time for Christmas, which takes days to set up. “We actually close the store for three days to completely redo it,” Jones said. “It’s a big unveiling, and we launch it with a VIP event. It’s invite-only, you have to buy a ticket and those people get to see it first and have first dibs on everything before anything is sold out.”
Jones resorts to a few methods to clear unsold merchandise from shelves. During the pandemic, she started hosting “Bargain Basement,” a Facebook Live event where she features certain products, explains why they’re discounted and sells them. The store also has two sales racks stationed in the covered alcove at the entrance – one for baby items and clothing, the other for toys. Thanks to local partnerships, Growing Tree Toys is able to donate unsold merchandise to preschools and Toys for Tots.
Growing Tree Toys is located in a historic building in downtown State College. The 1,500-square-foot space is comprised of three former storefronts, now amalgamated. The entrance leads into the “middle room” that contains a front table and various toys. Other rooms are down a set of stairs to the right and up the stairs to the left. “It’s a very fun, old building,” Jones said.
Branching out
Products and building upgrades are not the only thing that Growing Tree Toys invests in. The store is active in local efforts – both inside its doors and in the wider area.
Depending on the season, Jones hires eight to 12 high school and college students as part-time employees. There are a few regular college students who return to the area for the summer and Christmas holidays to help at the store.
Growing Tree Toys has a birthday club for kids up to the age of 13. Members will receive a postcard during their birthday month for $5 off; the coupon never expires. Those who visit the store on their actual birthday are treated to a special surprise.
“When I used to work at Starbucks, we had a thing there called ‘Surprise and Delight,’ and I’ve always held to that with customer service. You want to surprise and delight your customer. So that’s a small way that we do that with our birthday kids,” Jones said. “You can get into a rut where you do the same thing for too long and then it’s not special anymore. You have to keep reinventing.”
Philanthropy takes many shapes at Growing Tree Toys. As the shop is located right across the street from the public library, Jones has donated play items including train tables and doll houses. For the past two years, Heller has hosted a monthly music class for infants, toddlers and their caregivers.
Growing Tree Toys sponsors a local ballet troupe, soccer and softball teams as well as several area events. From April to December, it participates in the downtown’s First Friday, offering promotions, food, discounts or family activities. It also has a strong relationship with local schools, as team members have been invited to reading events. “They see us as an educational resource, which is the dream,” Jones stated.
These roots run deep
Growing Tree Toys has much to celebrate this year as Jones and Heller look back on the store’s 50-year history.
Opened in 1976, the store has seen four owners: Founder D.T. Freeze, Ron and Hope Coder, Kay Emigh and Jones. Both Emigh and Jones are members of The Good Toy Group; Jones currently serves as the product director and board member of the organization. Jones and Heller are in the process of researching more on the store’s founder to share for the anniversary. They also plan to host a birthday party and sell store swag in honor of the occasion.
Prior to owning Growing Tree Toys, Jones owned and operated a children’s store down the street, The Animal Kingdom. The two stores co-existed harmoniously for many years, filling their own niche and happily sharing customers’ patronage. They were the only specialty toy stores in the area.
“My daughter and Kay’s granddaughter grew up together,” Jones explained. “Being business owners in downtown State College, we did things with the downtown association, and we got to know each other. Kay’s family approached me and asked if I had interest in buying the store.”
Jones and Heller can’t imagine State College without Growing Tree Toys and are honored to continue its legacy. They especially enjoy watching generations of customers continue to visit the store and seeing kids’ reactions of wonder.
“There is a balance between the future and tech and screens and all that, but at the end of the day, every kid plays the same,” Jones observed. “The play never leaves – it’s just how you cultivate that in your families and community to keep it going and vibrant.”
