It’s Playtime!

In a world where smartphone apps and video games seem to reign, a new store has opened downtown with the philosophy of getting kids off the screens and playing with toys.

That’s Houston Street Toy Company, one of Sundance Square’s newest retailers located on Houston Street between Overland Sheepskin Company and Five Guys Burgers and Fries. The store opened in November and features 1,843 square feet of plush animals, arts and crafts, musical and educational toys, books, and puzzles among other items.

The store celebrated its grand opening Nov. 12 with a prize drawing, face painting and story time, as well as a visit from a balloon artist and the Sugar Plum Fairy from The Nutcracker, courtesy of the Texas Ballet Theater.

Houston Street Toy Company is owned by Lindsey Ross, who also owns the Schakolad Chocolate Factory in Sundance Square.

“Three dimensional play is vital to the growth and positive development of our children – not staring at a screen,” Ross says. “If I can give a child an experience, bring families together through make-believe, reading a sweet book, playing games or maybe putting together a puzzle, and make that concept more attractive by offering really authentic, specialty toys, that is what it is all about to me.”