Fads come and go, but since opening in 1976, Geppetto's Toys has been a favorite for unique, hand-selected toys that stand the test of time. Over the past 50 years it has grown into the largest independent toy retailer in the country with nine locations throughout San Diego County. To mark this golden milestone, Geppetto's is hosting a special all-location 50th Anniversary Celebration on Saturday, September 19 from 9 a.m. to 3 p.m. filled with surprises, giveaways, exclusive discounts, treats, activities, entertainment and more. "To make it 50 years in any industry is an accomplishment, let alone in one that has morphed so much over the decades," said Geppetto's owner Brian Miller. "From the changing face of traditional retail to the boom in online shopping, the impact of the pandemic, global tariffs and more, we are thrilled to have been a consistent neighborhood spot to find quality, hand-picked playthings from around the world," he added. In addition to the public celebrations, Geppetto's is pledging a $50,000 donation to Rady Children's through the sales of a commemorative 50th Anniversary "NeeDoh," the hottest toy nationwide. An addictively squishy, palm-sized sensory and stress relief toy made by Schylling, NeeDohs are filled with a non-toxic, dough-like compound that can be stretched, pulled and smushed, always returning to their original shape. The toy has been red-hot at stores around the country with parents and kids lining up whenever they are restocked. Geppetto's has commissioned thousands of anniversary NeeDohs, the only customized edition Schylling is producing this year. Proceeds from the 50th anniversary NeeDoh will go to Rady Children's with a guaranteed $50,000 donation. An active part of the San Diego community, Geppetto's has been a long time supporter of Rady Children's, including a special "Golden Ticket" contest in 2017 that offered a once in a lifetime trip to Toy Fair in New York for a lucky child through sales of commemorative chocolate bars, resulting in a $25,000 donation to the hospital. The company and the Miller family has lent support to hundreds of local causes over the past half century, including schools, social service agencies and community organizations. Some examples include Toys for Tots, La Jolla Art and Wine Festival, Words Alive and Jewish Family Services of San Diego. "Rady Children’s is honored to celebrate this incredible milestone with Geppetto’s and grateful that their success is being shared in a way that directly benefits the patients and families who rely on Rady Children’s every day,” said Alex Loker, Vice President of Philanthropy for Rady Children’s Hospital Foundation. Geppetto's dedication to a curated product selection and outstanding customer service have been two of the brand's pillars over the years, making it stand out above big-box and online retailers. Miller personally hand picks each and every toy in Geppetto's stores and is always on the lookout for the most inventive and interesting products throughout the year. "Our loyal customers turn to us for an authentic, quality retail experience and we are thrilled to deliver over the decades," said Miller. Geppetto's 50th Anniversary Celebration: Saturday, September 19, 2026 from 9 a.m. - 3 p.m. All Geppetto's locations ** Giveaways, snacks, entertainment, activities and crafts, party decorations more! 50th Anniversary NeeDohs go on sale at 9 a.m. September 19; two per customer, while supplies last. Geppetto's Locations: Carlsbad - The Forum Carlsbad: 1935 Calle Barcelona -- 760-632-1107 Coronado: 1146 Orange Avenue -- 619-522-0918 Del Mar - Flower Hill Promenade: 2670 Via de la Valle -- 858-755-2100 Del Mar Highlands/Carmel Valley: 12843 El Camino Real -- 858-350-9038 Fashion Valley Mall: 7007 Friars Road -- 619-294-8878 La Jolla: 7850 Girard Ave -- 858-456-4441 Old Town Fiesta de Reyes: 2754 Calhoun St. -- 619 293-7520 Seaport Village: 835 West Harbor Drive -- 619-615-0005 Westfield UTC: 4545 La Jolla Village Drive -- 858-546-7633
