A Store Makes a Name for Itself

playthings PLAYFUL RETAILER
z
o
<
A Store Makes a Name for Itself
in
A catchy name and award-winning window displays attract
customers. BY PAMELA BRILL
X
UJ
<
>
Q
O
m
<
CD
>
en
z
o
Owner Joanne Farrugia entertains kids
during JaZams' annual block party.
Eye-catching displays, such as this one featuring
room decor, toys and books, attract customers.
LU
Z
What's in a name? When you're in the retail business, adopting a catchy
moniker is a way to attract customers in a playful manner — even if it
means trying on different ones before settling on the right one. Such was
the case for the uniquely named JaZams, a Princeton, NJ-based specialty
toy shop with an interesting story behind its roots.
"When we originally started [in 1996], we were called Crackerjacks," says
co-owner Joanne Farrugia. "But five years later, we were issued a cease and
desist order from Frito-Lay, so we had to come up with something else."
She and her partner Dean Smith held a contest within their community,
asking locals to propose a new store name, but nothing really jumped out
at her. "They were all a bit too common for us," she admits. Finally, Farrugia decided to make up a name for the store using a combination of letters
extracted from the first names of children she knew. The end result was
JaZams, with a capital "Z" to emphasize the correct pronunciation.
ce
3
O
L5
LU
m
<
tn
<
û
_i
POCKETJ^TCL O' FULL
I
OF FUN
JaZams' owner Joanne Farrugia
dons an unusual hoop skirt
Isee photo above) every June
during JaZams' annual block
party. The skirt has many pockets
all over it from which kids
happily pluck small
playthings.
WHAT'S ON THE SHELF
O
X
UGLY DOLLS
*
118
iriftíí Ä ilprnrativp îirrt'fisorips I may 2011
KIDS CAN PRESS
*
HABA
*
FOLKMANIS
Oversized plush, children's furnishings and toys
make a playful setting to tempt passersby.
Youngsters enjoy browsing JaZams book selection.
A strong sense of individualism is
part and parcel of Farrugia's plans
to open JaZams in the first place.
While attending college to become a
teacher, she dropped out before completing her degree. "I wanted to run
my own business — a kids' bookstore
— but people told me it wouldn't
work," she recalls.
After doing some research, Farrugia decided to expand her reach
to toys, yet her heart remains on her
initial focus. "We have a huge book
department, going from birth (with
board books) to young adult; it ages
us up a bit from other toy stores," she
notes. "We cater to older kids, too,
especially with book signings." In
April, the store hosted author/illustrator Peter Brown and Patrick McDonnell of the "Mutts" comic series.
Broad age appeal is a key factor
in JaZam's business model, stocking items like Bucky Balls, a novelty
tactile object that is a continued best
seller for adults and kids alike. "We
recommend it for every 14-18 yearold as a way to get off their computers and play," she remarks.
Speaking of hands-on play,
JaZams prides itself on interactive
merchandising. "We have five rideons on the floor at any given time,"
she says of her 3,000-sq.-ft. venue.
Other attractions include a train
table, block table, pretend kitchen,
floor drum and musical instruments
and a gigantic marble run.
Over the years, Farrugia has
learned how to tailor her business to
This cheerleading Ugly Doll window recently took
top honors in a contest sponsored by Ugly Dolls.
•;
changing times. Up until nine years
ago, she had four separate locations,
but when Target opened its doors
and a local Zainy Brainy and Noodle
Kidoodle closed shop, she and Dean
were forced to shutter two stores. A
third store eventually closed 2i years
ago when the economy faltered, but
patrons still remained loyal.
Ever-changing Displays
To keep the customers coming,
JaZams catches shoppers' eyes immediately upon entering the store.
The shop features 75 feet of panel
windows outfitted with ever-changing displays, two of which recently
earned national recognition. One
display hinged on the popular board
game of late. Spot It! from Blue
Orange Games, which awarded
JaZams an iPad that is now used in
the store.
But perhaps even more memorable was JaZam's recent Uglydollsponsored window display win.
"Dean woke up one night and said,
'I've got it," enthuses Farrugia of
their novel idea. "He came up w^ith
a cheer that goes like this: 'U-GL-Y. You ain't got no alibi. You're
UGLY!'" Store windows featured a
mock stadium filled with Uglydolls
dressed as cheerleaders in Princeton
University T-shirts (natch), complete
with banners and an Uglydoll suspended from the ceiling and carrying a megaphone. "We told our staff
that if we won this contest, we'd give
them an outing at a beach house this
summer," she says. "And so we've
booked a weekend at the Jersey
Shore for everyone."
Incentives like these not only
boost employee morale, but make
JaZams a great place to visit. "We
are constantly changing our displays, moving products and getting
together as a staff to play," says
Farrugia. And on May 1, JaZams
launched its own website, complete
with e-commerce and a blog that
she'll be contributing to.
"We're all about being fun, magical and dreamy," says Farrugia.
"Someone told us our store is much
like Mr. Magorium's Wonder Emporium. I hadn't seen the movie, but
when I did, I took that to be a great
compliment."
may 2011 I gifts & decomtivp accessories
N5119