After walking in this store for the first time, I realized immediately what I had been missing out on by shopping for my young children's toys at popular major toy retailers. Smart Toys and Books has all the "right" kind of toys - the kind that kids benefit from the most, and the kind that won't get tossed in the bottom of the toybox after a couple of days. Their wide variety of educational toys utilize children's imaginations and are fun for parents, too! I love that they are toys that I can feel good about buying. The prices are fairly high compared to what you can fine online, so its best to wait for a big sale.