When shopping for toys and gifts for kids, everyone has a Wal-Mart, Target or other big-box retailer they can go to. But there's nothing that compares to walking into an independent toy shop and finding so many playthings that aren't readily available at chain stores. This product mix—and a higher level of service—makes the shopping experience truly unique. We asked several independent toy retailers to elaborate. Why should parents seek out an independent toy store? What is it that makes specialty stores so special?

“We take TIME to explain the toy, the age group that we put it in and how it can benefit their child—they get absolutely none of that at Target. I think we offer better service. We have what we feel is a little better quality toy in most cases and we have people that know the products we are selling and can explain them to the customer. I think the number one thing is that [customers] have a preconceived notion that we are more expensive, and a lot of the time, we're less expensive. People automatically go to Wal-Mart thinking it's cheaper, and in some cases it might be, but on similar items, we are really right in the ballpark or sometimes even lower.” —James Covert, The Toy Box, Searcy, Ark.

“ONE GOOD REASON is they actually get help here from a knowledgeable staff that know the toys, understand basic child development, and really know what children actually play with and how they do it.” —Ellie Lynch, Toys That Teach, Richmond, Va.

“We take into consideration what children need, and at the same time what is fun and educational. Big chains care more about the dollar, not about the person or the family. It's very important to me how I treat my customers. If they have a question, I want them to feel comfortable ... nothing is a stupid question. We know the product, and if we don't, we figure it out together. Also, we're a store that people can come into and that they will remember. It's exciting because the same people come every year and talk about our service—that's important to me.” —Laura Pearson, the Durango Kid, Durango, Colo.

“WE'RE SPECIALISTS—because of the service, the knowledge and the value of the toys. The specialty manufacturers whose toys we carry put a lot of thought into [them]. There are a lot of checkpoints, and I think that the smaller manufacturers are much more careful about what goes into their toys—the value of play. I think the neat thing about specialty toy stores is that the staff gets to know you. The time you spend shopping is less because we can help you zero in on great toys for your kids because we know you. You're not just a number.” — Kate Tanner, Kidstop Toy & Book Store, Scottsdale, Ariz.

“We have quality toys that let children use their imaginations instead of pushing buttons and watching the toys go. We have classic wooden toys that never go out of style; they're not based on any particular movie or cartoon character. They last and you can pass them down through generations. And they enable the child to direct the play, not have the toy do it. If [parents] have a question, there is someone here to ask. It's not like wandering the aisles of Toys 'R' Us or Target. We're toy experts so we know what toys would be appropriate for their children. Another thing is price—people think we're a lot higher priced, and we are if you go head-to-head on items, but we try to find alternative items that are still good value and similar in price.” — Shirley Reilly, Let's Play, Hillsboro, Ore.

“We have the knowledge, so we can guide you so that you're getting something not only appropriate but that the child will love. We're prepared to help. Feel free to ask questions. They should know that almost every item in the store is selected to be of value. You won't find junk here. They can come in and feel assured that they will be finding quality items.” — Mary Jo War, Brookside Toy and Science, Kansas City, Mo.

“Quite often, people shop here because they need help. They'll have a certain aged child and they won't know what kind of toys that child plays with so they need to talk to a person who can guide them. That's what we do: toy selection guidance.”—Don Beaman, Toys to Treasure, Evansville, Ind.

“Quality of merchandise ... It's very easy to spend a lot of money at the holidays and then have nothing to show for it three weeks after it's over, because a lot of the TV advertised toys that have great shelf appeal don't have great play value. So the reason to shop at a specialty store is to find out more about how kids play with toys and what makes the toy have long-lasting play value. Specialty toy stores don't just have toys for little kids, we have toys for all kids. We have toys that will keep teenagers involved. We have toys for adults on your list. Bring your entire shopping list to me, and I guarantee that I can find something for everybody.” — Phil Wrzesinski, Toy House Inc., Jackson, Mich.