Fun and Function: “As a modern lifestyle brand, Toobydoo is designed for kids, boys and girls, from kids up to 14 years old. We believe in beautiful designs that are always fun and functional. Come see us at Toobydoo!” Sonia Lips (right), Co-owner, with husband Paul, of Toobydoo in Palmer Square, poses with her crew. They are excited and ready to help with a whole range of imaginative shopping ideas.
By Jan Stratton
creaction. imagination. a personality.
With all due respect to the digital age, you won’t find importing these expressions and images conjuring up online. Perhaps words and images, but they are, after all, one-dimensional. Online shopping and the convenience and quick tap of a keyboard can’t duplicate and see the real thing firsthand. Do not touch, taste, try!
Where you’ll find creativity, imagination and personality vividly alive within the walls of Toobydoo. The baby and children’s clothing and toy store at 59 Palmer Square West is full of style and spirit, and a visit there will ensure an enjoyable shopping experience.
It starts with windows. Filled with colorful and eye-catching performances, it invites you to attend.
A feast for the eyes
Once inside, shoppers experience first-hand the exceptional eye appeal, colorful displays, and helpful tips from knowledgeable staff as they browse through a curated selection of items.
“We want to be a feast for the eyes,” co-owner Sonya Lips says. “Also, it’s not just about baby and baby gifts, but about gifting in general. Everyone can find something. It can be a really family experience. Lots of grandmothers come here to shop, and we’ve found a great place, where grandparents, parents and kids love the things we have.” For example, adults love our popular green or blue soft leather tote bags, which are great for holding baby blankets or whatever you need.”
What’s particularly interesting about Toobydoo, which opened in Princeton seven years ago, is that it’s a brand as well as a store. The creation of Sonja and Paul Lips came as a result of their desire to change careers and move forward in a new direction.
“We were engaged in other jobs when we came to New York from the Netherlands 20 years ago,” explains Sonya Lips. “We wanted to make a change, and we came up with the idea for Toobydoo 12 years ago. Paul designs all the clothes, and we wanted to inspire kids and their parents with upbeat designs that inspire and make you feel good.”
Brand Toobydoo
“Toobydoo is all about the active kid and the fun of playing,” Sonya continues. “Patterns are made from soft, quality fabrics – ready for imagination, play, and easy washing! Paul is inspired by modern art and architecture, and every design, every stripe, every pattern, and every color combination you see in the store has been designed in-house.”
The Toobydoo brand has become so popular, that it notes that it has been featured in numerous magazines – from Vogue to People to Parents – and has been seen in feature films and at a White House photoshoot with Michelle Obama. He has also become a celebrity favorite, admired by Matt Damon, Sir Elton John, and Naomi Watts, among others.
However, its appeal is across the board, with parents and grandparents from all walks of life responding enthusiastically to both style, fun and ease of dressing. And recently to the new line of games as well.
“We feel our clothing embodies American spirit and European flair,” Sonia points out. “After launching the brand in Barneys, Sachs and Neiman Marcus and numerous pop-ups, we felt it was time to open a flagship store. With its diverse international community, Princeton was the perfect setting, as was Palmer Square. During the holidays, we can see a lit Christmas tree from the store, And what I especially love is that the tree is always there in every season, not just during the holidays.”
Bright Strips
Toobydoo’s popularity now extends far and wide. In addition to Princeton, they can be found in 200 locations (mini boutiques and pop-ups) across the United States and abroad.
The clothing line is attractive, with its options, from shorts to raincoats, all in bright blue, green, yellow and red stripes and patterns. Baby clothes are unexpectedly “fashionable” with their boot cut design (easy to put on and take off), and many baby sweaters feature cute animal designs.
Interesting little girls dresses with a cotton T-shirt with ruffled skirts. “We call them our ‘tutu’ dresses,” says Sonya.
From underwear to outerwear, socks to swimwear, hats to earflaps, clips and bows, clothing and accessories are favorites of customers, many of whom are regulars.
“We found people from the beginning,” says Sonya. “It’s really what we hoped for, and we tried to make it a fun and happy place. Many of our customers are now friends, and we welcome new shoppers all the time. I was really surprised recently when a customer traveled all the way from Manhattan just to come to our store. We have great word of mouth. !
“Also, people were very happy to be back after COVID. They really like to come into the stores and see things up close.”
“Mix it up”
She adds that the shop closed for several months in 2020 due to the virus, and that was an opportunity to improvise. “It made us pivot and be creative. That’s when we decided to introduce the games, and that was very successful.
“We don’t have electronics, but we have lots of wooden cars and trucks, and soft and imaginative stuffed animals. Creative Corner invites kids to use their imaginations, whether by drawing or coloring, and assembling, like assembling a zebra out of cardboard, or exploring interactive color combinations. It’s all about Exercising their creative talents. Ignite the spark!”
In addition, she reports, the introduction of toys provided an opportunity to collect gifts: a dress with a special color-coordinated toy or toy. As she says, “They combine fun (dolls and games) and function (clothes) to make something special. We also have adorable (shiny and full of fur) purses for little girls, which make a great gift with the dress.”
Of course, everyone loves to play! (As in “A Christmas Song,” “Children 1 to 92”), and everywhere you turn in Toobydoo, there’s something new and fun to see. Sidewalk Moon Chalk Giant-sized maps of the United States and the world to color in, sticker stickers and sticky maps, clocks from Germany with touches of animal sounds, soft mobile phones with fish and animal designs, “ice cream cone” plush toys, glitter-decorated toys, swans and other creative stuffed animals. And much more – how to choose?
Stocking stuffers are super fun at Toobydoo. Animal finger puppets, jewelry and nail polish for girls, stickers, crayons, and markers – just to start. In keeping with the era in which we live, masks are offered for children and adults.
There is also a great book section to encourage early reading for all children.
great team
Sonja is proud of Toobydoo’s success, and is especially grateful to its employees. As she says, “We have a great staff, very knowledgeable and ready to help customers with tips and information. We couldn’t have done this without the enthusiasm and dedication of our wonderful in-store team. They are a big part of what makes this place special.”
“We really stand out with our custom-created items, our unique apparel and now, fun games. Quality, comfort and attention to detail are key.”
Customers not only appreciate Toobydoo’s premium selection and innovative displays, but also the creative spacing, which allows them to browse with ease. Many shoppers comment on the added fun this provides.
Play prices start at $10 and many items are priced at $20 to $30. Clothing is in the $40 to $50 range. Selected items are always on sale Gift cards and free gift wrapping are also available, as is shipping.
Sonya adds that Princeton was an ideal location for Tobido. “That’s all we could have hoped for, and we pride ourselves on being a part of the Princeton community and giving back to the community. We regularly support local charities, causes, schools, and sponsorship activities. This is very important to us.”
sTeardrop hours are Monday, Tuesday, Wednesday, and Saturday 10 a.m. to 6 p.m., Thursday and Friday 10 a.m. to 8:30 p.m., and Sunday 12-5 p.m. For more information, call (609) 430-8300. Online purchases are available at toobydoo.com.