A Store Makes a Name for Itself
GDA Staff -- Gifts and Dec, 5/21/2011 4:17:44 AM
Eye-catching displays, such as this one featuring room decor, toys and books, attract customers
A catchy name and award-winning window displays attract customers.
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.
Owner Joanne Farrugia entertains kids during JaZams’ annual block party.
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 Mc- Donnell 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.
 Rody |
 UGLY DOLLS |
 KIDS CAN PRESS |
 HABA |
 FOLKMANIS | |
Speaking of hands-on play, JaZams prides itself on interactive merchandising. "We have five ride-ons 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 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 2½ years ago when the economy faltered, but patrons still remained loyal.
Ever-changing Displays
Oversized plush, children’s furnishings and toys make a playful setting to tempt passersby.
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 Uglydoll-sponsored window display win. "Dean woke up one night and said, ‘I've got it," enthuses Farrugia of their novel idea. "He came up with a cheer that goes like this: ‘U-G-L-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."
This cheerleading Ugly Doll window recently took top honors in a contest sponsored by Ugly Dolls
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.
Youngsters enjoy browsing JaZams book selection
"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."
Joanne is truly a great merchandiser always finding the best, most innovative toys and children's products for her store! Well done!
Lea Culliton - 2011-06-15 10:14:59 EDT-
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