There’s a sense of magic, nostalgia, and calmness when stepping into a toyshop. From vibrant colours to a cheerful atmosphere and the excitement of discovering something new, toyshops aren’t just for children – they’re also for adults seeking to relive their childhoods or expand their cherished collections.

As Christmas approaches, WhosWho.mt speaks with Jeanette and Martina Pizzuto, the dynamic mother-daughter duo behind Toy Magic Malta, a beloved toy store located at Pavi. Combining business acumen with a passion for play, they discuss evolving trends, the importance of toy safety, and the joy of running a store that creates memories and magic year-round.

A legacy of play: Toy Magic's journey

The family business was established through TradeWays Ltd in 1982, a company that specialises in the importation of distribution of toys. In 2006, the family took a leap into retail and opened Toy Magic and eventually opened its ecommerce site in 2020.

'Playing with toys is never a waste of time'

Martina and Jeanette emphasise that every toy serves a purpose – whether it’s educational, aids in child development, or fosters creativity and communication. Toys also appeal to adults, either as collectibles or nostalgic reminders of childhood.

“Every toy has its purpose and role,” Jeanette explains, though she laments that children are engaging with toys at a younger age and losing interest sooner. “Kids are maturing more quickly, which is a shame.”

The pair highlight smartphones as the biggest competitors to traditional toys. While acknowledging their benefits, they argue that unstructured play is irreplaceable. Martina describes it as a vital activity that sparks creativity, nurtures imagination, and builds friendships. “Play isn’t wasted time – it’s essential for growth,” she says.

Christmas trends and timeless toys

This year’s Christmas shopping trends mirror those of last year, with Barbie, Hot Wheels, Lego, and self-care toys dominating wish lists.

Martina points to Barbie’s enduring appeal, which she attributes to its reinvention through inclusivity and diverse careers. Lego, too, has seen a resurgence after a lull in the early 2000s, with its versatility making it a hit with both children and adults.

Jeanette notes the growing popularity of board games, especially among adults. “As people recognise the importance of screen-free time, board games are making a comeback as a way to connect with family,” she shares, predicting continued innovation in this area.

A charming local tradition is the “Elf on the Shelf” phenomenon. Jeanette recalls a memorable moment with a young customer: “A little boy once told me the elves in my shop were better behaved than his at home. I told him it’s because Santa has cameras in the shop to ensure everyone behaves!” For Jeanette, feeding children’s imagination is part of the magic.

Toy safety in the digital age

Online platforms like Temu and Shein pose challenges to traditional toy shops, both as competitors and sources of uncertified toys. Martina stresses the importance of rigorous quality checks at EU and local levels, overseen by entities like the Malta Competition and Consumer Affairs Authority (MCCAA).

“Not all toys from these platforms are unsafe,” she says, “but caution is key. For instance, some slime products were recently recalled for containing heavy metals.” Jeanette calls for stricter EU oversight to ensure only safe, high-quality toys reach the market.

The future of the toy industry

Looking ahead, Martina envisions greater innovation in the toy industry. “I’d like to see more companies take risks. Many stick to producing what already sells instead of investing in new ideas,” she says. She hopes to see traditional toys blending with emerging technologies like VR, an area already gaining traction locally.

Shaping childhood and beyond

Jeanette and Martina emphasise the profound role toys play in a child’s development, nurturing creativity, social skills, and emotional growth. They note that children’s toy preferences often reflect personality traits and even future career interests.

Reflecting on their own childhoods, Martina recalls her love for Playmobil, which inspired her creativity and eventually led her into a STEM career. Jeanette fondly remembers sewing clothes for her Sindy dolls – a pastime that sparked her passion for fashion and sales, both integral to her role at Toy Magic.

Martina concludes: “Growing up in the toy industry gave me purpose. When children ask for help finding the right toy, I see myself in their shoes and strive to offer genuine interest and guidance. It’s more than a business – it’s a joy.”