Kickstarter campaign aims to help popular Castro Valley toy store fight October closure

CASTRO VALLEY, Calif. (KGO) -- A popular Castro Valley toy store is preparing to close by October after losing its lease, prompting a surge of community support as owners race to find a new location before the holiday season.

The Prize Booth, a locally owned shop that opened three years ago, has built a loyal customer base by offering unique toys and specialty items. But the store must vacate its space when new building owners begin construction later this year.

"So, we were kind of having a mini meltdown. Like, I don't even know what we are going to do. We dumped all of money into this store because we didn't think we were going to have to go anywhere," said co-owner Erin Fritts.

Customers say the shop serves as more than just a retail store, helping to strengthen the local community.

"A lot of businesses have moved out Castro Valley in the course of Covid. We don't like that," said resident Suzanne Lang. "We are driving to San Ramon and Dublin and spending our money there because there are a lot more businesses there that are staying there for longer periods of time."

Younger customers also say they value the store's unique selection.

"I mean, probably the NeeDohs. But I really like the signs because they have all the different schools," said 14-year-old Laila Middaugh.

MORE: Gap to close last East Bay store this summer; employees offered jobs at nearby locations

The owners said the business has been profitable and recently earned recognition as the Best Toy Store in the East Bay in the popular Diablo Magazine poll. They said the situation arose during lease renewal discussions, when they learned the building had been sold.

"The new owners came, brother and sister, very nice. They came in and said, 'We are opening up a Safari Kid preschool/daycare. So, we thought, 'Oh great!' Kids, toys, we are at the end (of the building). It'll be easy-peasy. But as we now know, it was not," Erin said.

Husband and Co-owner, Tim Fritts, said the timing of the move poses a major challenge for the business.

"October is went they want to start to do some of the construction to the building. So, we'd need to be out by then," explained Tim.

"Just before the (Christmas) holidays, which is insane for a toy store!" added Erin.

The business has not yet secured a new location.

MORE: New housing development in Sunnyvale could shut down popular restaurant

The owners said available retail spaces in Castro Valley are limited and are often triple the cost in rent.

To help offset moving and startup costs, the store launched a Kickstarter crowdfunding campaign that raised more than $30,000 within 24 hours. As of Sunday afternoon, more than $47,000 have been raised.

"I feel like now, this is everyone's toy store. It's not just ours. I feel like now we are co-opt toy store. It really does," Erin said.

Safari Kid, the company planning to open a preschool and daycare at the site, did not respond to a request for comment.

Despite the setback, the owners said they are determined to keep the business going, though they acknowledge time is limited to find a solution before the busy holiday season.