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What else would Roger Daltrey, front man for the rock group The Who, or former Cincinnati Reds slugger Pete Rose do while they're waiting for a table at Nat's Quick Bite in Sherman Oaks, Calif.? Hang out in a toy store? That's right!

Inside the Big Kids Collectible Toy Mall and Retro Store owner Dave Levy lets patrons wishing to dine next door at the comfort food-serving diner hang out in his toy store. And that doesn't mean just milling around killing time, there's a living room complete with sofa and book shelves for relaxing or reading and an old television set playing vintage commercials.

And the toy selection? There's everything from the turn of the 20th century items (originals and reproductions) to Superman Returns and Pirates of the Caribbean toys.

It's truly a store for all ages and Levy looks to keep customers coming back for more with events as eclectic as his merchandise. Record release parties and rod hockey tournaments (with Stiga table hockey games) are two events that pull in the crowds. In his latest initiative, Levy is hoping to screen drive-in movies (black and white ones) in the store's parking lot this summer, with the store open for toy business during the viewings.

Chit Kulwicki, owner of 5-year-old Extreme Collectables, North Liberty, Ind., an online and mail order retailer, says that having an up to date new product selection works best for him in terms of attracting new and repeat customers.

“I don't know if there's any real trick to it,” he says. “You just have to find the right items that [customers] are looking for. Other dealers work on getting in the hard to find stuff, but we don't run that route. Basically we try to get whatever is new.”

Sixteen-year-old JohnsToys of Worchester, Mass., has Superman Returns product as well as Kotobuki, Japanese-imported Star Wars figures. Owner John DiCicco tells Playthings that his product sells itself, because there are so many companies competing and doing things differently, which gives consumers a lot to choose from. “Our business pretty much propels itself because different companies keep putting out fresh product,” he says. “Variants help, but it's not the main thing.”

Top sellers at Big Kids also include Star Wars products as well as figures of musicians from firms like McFarlane and NECA. “Because of the retro feel we do well with the music line,” Levy says.

Big Kids gets a 50-50 mix of men and women. “Men get a little more excited than women, because men are bigger kids. Women like older stuff, like toys from the turn of the century, [toys] for baby boomers and way back,” says Levy.

Levy is working on getting cartoonist/comedian Scott Shaw, who recently worked on the upcoming Hanna-Barbera designs for McFarlane Toys, to do a comedy skit at his store where he discusses politically incorrect comics from the '30s through the '50s.

“Instead of saying, 'Hey, we're a great store, come and see us,' if you have something interesting going on, that right there is good enough advertising.”