Like most moms around town, Claire Donaldson knows where to go when her child has a weekend birthday party. Montclair Toyhouse.
“They always have something I want,” said Donaldson. “They gift- wrap. They are always nice and helpful. They are open on Sundays, and finally I like the idea of supporting a local business. I never go to Toys R Us.”
The Toyhouse has occupied its La Salle Avenue location in Montclair Village for 34 years. Prior to the Toyhouse, Toy World was in the same spot for about 10 years.
“This is the place to be on Saturday mornings,” says owner Barbara Tomasco. The store gets progressively busier as the week goes on, she reflects, culminating in a Saturday morning rush to stock up for week-end birthdays, allowance spending and other kinds of (toy related) shopping sprees.
Montclair has had a toy store as far back as most people can remember. The Toy House has occupied their La Salle location, a few steps away from Moraga Ave for 34 years. Prior to the Toy House, Toy World occupied the same location for some ten years. In other words, it seems like there has always been a toy store in Montclair.
Rick and Barbara Tomasco started in the toy business 1969, when Rick – then 22 years old - was still in college studying to become a stockbroker. He and a friend decided to buy a toy store on Lakeshore Ave. They thought it would be a fun thing to run on the side. “It took more time then they thought and the rest is history,” says Barbara.
The Tomasco’s seemed to have a knack for the toy business, adding the current Montclair location in 1971 and a store in Alameda in 1986. Today only the Montclair location remains. “We picked the best of the three locations,” says Tomasco.
People are great and wonderful (around here). There are not many shopping districts like this left. It is truly a village,” says Tomasco. “We have great and loyal customers.” Most of them are from the area. We are seeing a third generation now. We are seeing great grandmothers buying for their families.
Tomasco also enjoys the camaraderie and close relationship she has with other local merchants. We all help each other out, she says, giving change when one merchant runs out and helping each other out in other ways. Furthermore, she is always ready to donate to local charities and institutions.
The Toyhouse is a real neighborhood/family business. Bob Roberts has been with the Tomasco’s since the beginning. Though Roberts has a MA in Latin American History and International Relations, he has found his niche in the toy business. In addition to a career involving youth athletics, Roberts has always kept his foot in the toy business, working with the Tomasco family for 34 years. He is the stores resident Lego expert and does all the ordering for the Lego line carried in the store.
In addition, the Tomasco’s have hired high school students who have turned into college students over the years. They come and go. Currently, Jessica Souyoultzis is back working two days a week. She has worked there on and off since high school. She is their games expert says Tomasco. Tomasco’s dream is that when they are ready to retire, that another local family will take over the business and carry it on in the same tradition that they have.
Barbara Tomasco took the helm of the business from her husband Rick seven years ago. He wanted to do something different, says Tomasco. Rick Tomasco is now the Vice President of Sales and Marketing for a wholesale toy manufacturer and – Barbara reports – loving it.
Toys R Us came to Emeryville in 1991. The Tomascos knew that they would have to give there store a new twist in order to survive. Instead of carrying the mass- market merchandise like the giant conglomerate, they moved towards carrying unique and different merchandise. Browsing through their aisles, you’ll see remakes of some of the old classics as well as some of the latest and hottest toys of quality. What you won’t find here are Barbies and super heros. Although Tomasco has never made it a hard and fast rule never to carry such merchandise, she hasn’t felt the need to carry them for sometime now.
What you will also get at the Toyhouse that you might not get at the big chain stores is service. Tomasco and the Toyhouse staff pride themselves on the quality of service that they are able to provide their customers.
Tomasco has noticed recently are a mini baby boom in the area. To meet the rising demand, she has expanded her selection of enfant and pre-school toys. There has also been an increase in demand for wood toys, which has thrilled Tomasco as she has always liked wood toys and has always purchased them.
Tomasco is getting ready to gear up for the Christmas season, undoubtedly the busiest season for a toy store. In October, Tomasco will begin ordering her Christmas stock. For the first time, the company will be offering a catalogue, which is due out at the beginning of November. The products she carries are based on what she has seen at toy fairs held in New York and Nuremberg Germany the previous winter.
When asked how he felt about working in a place like Montclair, Roberts said “this is as close as you can get to a small town atmosphere in an urban area. People go to school here, shop here. It really is a village. It’s great.”

© 2005 Mimi Rohr

Oakland, CA.