Just Imagine Toys: 15 years and counting for the Valley’s only traditional toy store

WASILLA — There’s only one traditional toy store in the Mat-Su Valley and it sits within the Carrs/Safeway Mall in downtown Wasilla.

Just Imagine Toys recently celebrated their 15th anniversary. Owner Mary Scheie reflected on the last 15 years while she walked around the store, asking customers if they needed any help, smiling brightly at their children.

“We’re still having fun. That’s what you want to do,” Scheie said.

Scheie said it all started because of her eldest grandson Ben Colbertson. She grew tired of having to go to Anchorage to find quality toys for him.

“I thought we needed one here and now it’s kind of funny that now he’s old enough to work here,”

Scheie said there’s five total staff, including Colbertson and her daughter Heidi Scheie. She noted that they all are part time and she’s the only full timer.

Scheie’s young grandchildren Aaden, Isaac (11) and Ellie (10) also work at the store, helping arrange items and other tasks that don’t involve the cash register.

“They come and they help clean and they count inventory. They actually have helped customers because they obviously know the toys,” Scheie said. “It’s fun.”

Just Imagine Toys features a lot of wooden toys and unique finds. Scheie said that she sells a lot of American and European made products. She is always seeking new and high quality toys for the store.

“We try hard to find unique, which big box stores can’t do. I worked for Sears. I know how it goes,” Scheie said.

There’s a lot of Alaskan themed items like moose and single engine planes to reflect the community’s interest, according to Scheie. She said that she’s going for that traditional, neighborhood toy store feel.

“I think it’s important. We have parents come in and tell us their kids have such good memories here,” Scheie said.

Her wares span from “baby to adult” with a wide variety to choose from. She said that she also has a lot of educational toys, but nothing with a screen.

“We don’t do electronics. We try to get toys they have to think with,” Scheie said.

Just Imagine is the kind of store that encourages kids to play while they’re there. Scheie said there’s several play tables meant for visiting the children.

Scheie donates to local charities and nonprofits throughout the year. She makes donations to places like the MyHouse homeless youth shelter and Mat-Su Food Bank. She has several boxes of toys in the back dedicated to the Special Santa program. She said that she does sets toys aside for them each year, plus her monetary donation.

The store has a birthday club program, where participating children receive a five dollar vouchers they can spend at the store. Scheie noted that parents usually buy more but she keeps several five dollar items in stock so the kids can always walk out with something.

Scheie participates in Neighborhood Toy Store Day and Small Business Saturday every year. She collaborates with neighboring businesses like Kaladi Brothers Coffee during Small Business Saturday

A few years ago, she started hosting Santa Claus and his reindeer at the store during the holiday season, thanks to the Williams Reindeer Farm.

Over the years, Scheie said that she’s learned to better hone in on what the customers want and find quality products that fit the community’s wants.

Looking forward, she more or less plans to keep the store the same.

“I don’t know that we’ll make many changes. I guess just to keep doing what we’re doing, hopefully improve,” Scheie said.

Contact Mat-Su Valley reporter Jacob Mann at jacob.mann@frontiersman.com