NAICS Code 71

Location 1881 Springfield Avenue, Maplewood, NJ 7040

Nearby Businesses Café’s, Beading Shop, Hair Salon, Dance Studio, Yoga center

Owner/Manager Matthew Macdonald

Special Store Activities n/a

Year Opened 2004

Website www.woodenyouknowtoys.com

Phone 973-761-1717

E-mail matthew@woodenyouknowtoys.com

Community Profile Maplewood NJ (Population 25,000, 10-mile radius population 1,629,098) is a suburban community located just six miles from Newark. In its early days, the area became known for its orchards and related industries, including cider mills and distilleries of rum, but also honey and some livestock. The Township of Maplewood has been investing in streetscape changes to develop a strong neighborhood-commercial area along Springfield Avenue. These physical improvements encourage pedestrian activity with special stamping and imprinting on sidewalks, flower planters decorating the street corners and a friendly commercial district with a variety of unique boutiques and cafés that bring both locals and new visitors to the community.

Products Sold & Niche Developed

Wooden You Know is an independent, family-owned toy store. They sell toys ranging from games, puzzles, blocks, and trains to wooden toys, books, music, arts and crafts, and dolls. What makes this store different is that they do not carry many of the items that are staples at large toy retailers; none of the toys are made by mass-merchandising companies and all are geared toward open-ended and educational play. Whenever possible, Wooden You Know chooses European manufactured products because of the higher safety standards imposed and the quality of product. They also seek out small, independent US manufacturers and support those that use renewable resources and promote fair trade. This dedication to educational play has allowed Wooden You Know to co-exist with a nearby toy retailer and has created a niche for Wooden You Know in the community. Shoppers who go to Wooden You Know understand that the product they are getting is not only going to entertain their children, but also educate and stimulate them.

Market Segments Served

The age of children that the toys at Wooden You Know are made for range from infants to 10. The typical customer is a parent or grandparent of a young child who is committed to giving their child an educational play time. Almost all of the business done by Wooden You Know is local. Shoppers are usually from Maplewood or other surrounding communities.

Contributions to the Business Community

Wooden You Know is located in the Springfield Avenue Special Improvement District of Maplewood, which is managed by the Springfield Avenue Partnership. The SAP specifically puts like-minded and synergistic businesses in close proximity to generate more pedestrian traffic. As a result, Wooden You Know, along with other businesses, brings shoppers to the area that end up staying for other stores. A parent might drop of their kids at the dance studio and get a cup of coffee at the café, or shop at Wooden You Know until the lesson is over. This project has helped to revitalize Maplewood’s business community.