LOUISVILLE, Ky. — Even with record-breaking retail sales early on this holiday shopping season, major toy companies like Mattel and Hasbro reported toys were one category that couldn’t keep up with declines in their sales.

However, the owner at Jughead and Bean’s Toy Store in Louisville is working to keep the magic of toys alive for local kids this holiday season.

Justin Cooper is finally living his dream of owning a toy shop.

 “I have always loved toys,” Cooper explained. “I was that kid that played with toys when it wasn’t cool anymore.”

He and his wife started Jughead and Bean’s as an online toy shop during the pandemic, delivering customized birthday bags full of toys. It eventually became a pop-up shop, then they expanded to their brick and mortar store in Norton Commons earlier this year.

“So we’re excited about the holiday season here. This’ll be our first in this spot,” Cooper said while bagging up a customer’s toys.

He was preparing for a slower season, like some of the big box toy retailers.

“We were a little conservative in our preparation because of some of those predictions,” Cooper explained. “So, we were cautious but optimistic, and it’s been great, so now we’re kind of scrambling to be like, ‘Alright, we need to keep the shelves filled.’”

Even with busier-than-expected holiday sales, Cooper still finds time to do everything that draws people big and small into his store with touches like a stuffed animal Ferris wheel he built himself and a birthday box where kids can pick out a free gift on their special day.

“Toys is still one of those things that’s best experienced,” Cooper said. “You know, really put your hands on it. See if it’s going to be fun. You really don’t know until you’ve had the chance to play with it, so we invite people to come in and play.”

It’s a bit of magic this time of year that Cooper promises people can’t find online or anywhere else other than a good, old-fashioned toy store.