Eclectic toy store opens in Libertyville
A toy store with a quirky mix of products for customers of all ages is opening today in downtown Libertyville.
Whatsit & Doohickey Co., located at 346 N. Milwaukee Ave., offers a large array of puzzles, board games, toys and many items you may not find a traditional toy shop, said co-owner Brian Sykes. Robots, plasma lights and "modern funky decor" are available at the shop.
Science kits, magic tricks, novelty lights, neon guitar clocks and mirrors are other highlights expected to be hot for the upcoming holiday season.
One of Sykes' favorite items is Buckyballs, a set of 216 earth magnets used to make geometric shapes.
"Ths is one of Rolling Stone magazine's toys of the year," Sykes said.
The magnets, the size of ammunition for a pellet gun, sell for $30.
"We have everything from a Time Zone globe that tilts on an axis and rotates in real time with the earth to LED spinning tops that put on a mini-light show," he added.
Sykes owns the business with his wife Athena and her parents, Kitty and Vince Testa of Libertyville.
The family says they have considered the business idea for nearly two years. They chose Albert Einstein as the business mascot.
"We picked Einstein because the playful genius embodies what the store is all about - intelligent fun," Sykes said.
He added that there is a "little Einstein" in everyone. "It's about intelligence, imagination and a little goofiness," he said of the store.
The business, with its gadgets, gizmos and toys, operates near Church Street in a building that's on the National Registry of Historic Places.
The Testa family has lived in Libertyville for 15 years and Athena graduated from Libertyville High School.
Athena and Brian, who grew up in Grayslake, now live in Round Lake Park. Brian, who runs the day-to-day operations of the business worked retail in the past and also worked as a youth coordinator for the Village of Libertyville and has been an activity aide at the Winchester House.
The family says the eccentric goofy name of the business fits in with the product line.
"It's all fun and family oriented," Brian said.
During the holidays, the business is open from 10 a.m. to 9 p.m. Monday through Saturday and 10 a.m. to 7 p.m. Sunday.
For more, call (847) 367-9000.
Kim Mikus covers small business and welcomes comments at kmikus@dailyherald.com.