The Village Toymaker in Memphis, TN teaches its staff to play games and relies on word of mouth to sell products.

Owner Pat Monz says that cheaper, faster products are the hot sellers, and 50% of his sales are in December.

“A lot of our business is more parent-driven than kid-driven,” Monz said, “because kids are so focused on products that are heavily advertised on TV. We just don’t carry a lot those products.”

Holly Knowlton, a mother of 4-year-old twins and aunt to nine nieces and nephews, said the products sold by The Village Toymaker match up with her values.

“I don’t like electronic toys,” said Knowlton. “I don’t like toys that don’t require children to do much. The toys that they carry here are less commercial and unique to the area.”