Madison's New Toy Store Focuses On Learning And Fun

MADISON, CT — When Jennifer Brower opened Einstein’s Attic Toy Store in Madison, she didn’t just want children to play with toys, but she wanted them to learn while having fun.

“Einstein’s Attic is a specialty toy store with curated items that focus on experiences, learning and creativity. There are not many batteries in here,” Brower said. “We want kids to learn and go play. We have a lot of classic games for family play, which we think is important.”

Einstein’s Attic Store in Madison is located at 140 Samson Rock Dr. and is the toy store’s second location, with their main location being in the Town of Northport, Long Island.

“Our store in Long Island is a 2,000-square-foot store packed with everything,” she said. “My sister has run that store for over 10 years, and I’ve helped her behind the scenes. When it was time to open the second store, I volunteered to run it for her.”

When they were bringing toys to the Madison location, Brower said they decided to get the top hits and bestselling toys from the store in Long Island because there is limited space in their Madison location.

“Einstein’s Attic Toy Store is a family and women-owned business,” she said. “We are a community toy store and want to host events.”

Bower said they are hosting the first event on Aug. 18 with a silhouette artist.

“We also want to focus on the kids, so we are planning an Illustory,” she said. “Kids will create their book or comic book, it gets published, and the kids come back and do an author’s night and a book signing.”

At the foundation level, Einstein’s Attic is about learning, having fun, and giving children and their families experiences.

“We want the kids to have an experience, whether on their own or their family, and we want them to get something out of these toys,” Brower said. “Our goal is for these toys to not end up in the toy bin, but something that the kids might pass down to their kids and tell them how much fun they had playing with the toy.”

“We want to make long-lasting memories,” Brower added.

One of the popular toys is a bottle rocket, where children can learn how the reaction works and launch the bottle rocket straight into the air.

“We are not going to have Monopoly, Clue or Playmobile,” she said. “These things here, when people walk in, people have not seen before.”

Brewer said they chose to open the second location in Madison for various reasons, including the similarity between Newport and Madison, but most importantly was that a lot of family time was spent in the town.

“The reaction from the community has been wonderful, and it has gotten so busy that we are hiring,” she said.