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Wonder works debuts first ever Mattel store-within-a-store

WRITTEN BY lclark 11 months ago

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Wonder Works is kicking off summer and celebrating the 50th anniversary of Hot Wheels by debuting the first Mattel store-within-a-store in the country!

Wonder Works, Charleston’s #1 Toy Store, will debut the country’s very first Mattel store within a specialty store on Saturday, June 2, from 9 a.m. to 2 p.m. at Wonder Works in West Ashley, 975 Savannah Hwy., Charleston, SC.

Neighborhood toy stores, like Wonder Works, are expecting that 2018 will be the best year yet as new and returning customers flock to such retailers following the closing of Toys ‘R’ Us. “We’re projecting a 20% increase in revenue between now and the end of the year,” says Christine Osborne, owner of Wonder Works.

Independent stores remind shoppers that bigger isn’t always better. When big shifts in the marketplace happen, it can be harder for the big boxes to react, but the independent specialty stores are agile enough to respond to changes with owner expertise and customer service second to none.

By partnering with toy giants like Mattel, Wonder Works ensures its customers are offered the largest selection of the market’s most in-demand toys, as well as interactive shopping experiences. Mattel, looking to strengthen its presence in the specialty market, turned to Osborne, a progressive leader in the specialty toy industry. The store-within-a-store concept is the result of 8 months of design and planning, with a celebration of all things Mattel planned for its debut this Saturday.

“Neighborhood toy stores offer a magical experience for children and adults alike where they can walk along the shelves, make new discoveries, and actually play with a toy.” Osborne added. “When you visit a local toy store, you’re not just making purchases. You’re making memories as a family, through hands-on play, that will last a lifetime.”

The entire Charleston community is invited to this free Mattel celebration to kick off the summer season with countless free activities, sweet treats, the hottest toys of the summer, and a free toy for every child. All Mattel toys will be 20% off during the event, including Hot Wheels, Barbie, Thomas & Friends, and Matchbox.

A Camaro will be on-site courtesy of Rick Hendrick Chevrolet in West Ashley, celebrating the 50th Anniversary of Hot Wheels. The Custom Camaro was the very first Hot Wheels car released by Mattel in 1968. Nearly 6 billion Hot Wheels cars have been produced since 1968, making Hot Wheels the #1 selling toy in the world.

Free popsicles, temporary tattoos, train decorating, bubbles, and more free activities will be available all day for event goers. Children can have their picture taken with Barbie from 10am-12pm, and the Charleston Animal Society will be on-site with dogs and puppies available for adoption. All donations to enter the giant teddy bear raffle will benefit CAS.

“We are honored and excited that Mattel has chosen Wonder Works to pilot its specialty-focused programs. In 28 years, we have never had a brand partnership this large, and we can’t wait for you to experience this new Mattel world with us,” Osborne says.

About Wonder Works

Wonder Works was founded in Mt. Pleasant, SC in 1990. As an industry-leading toy store, it celebrates the magic and wonder of toys and the power of a single child. Wonder Works is always the first to feature the trendiest toys in the nation, aiming to inspire creativity and a sense of wonder through hands-on play. Its passion lies within the growth and devolvement of child entrepreneurs, child entertainers, and children’s charities. The company is a proud member of ASTRA, Lowcountry Local First and the Charleston Metro Chamber of Commerce. Wonder Works has four Lowcountry locations: Belle Hall Shopping Center in Mount Pleasant, SC; Savannah Highway in West Ashley, SC; The Great Hall at City Market, downtown Charleston, SC; Freshfields Village at the crossroads of Kiawah, Seabrook, and Johns Islands. Wonder Works corporate offices and distribution center are located at 492 A-B La Mesa Road, Mount Pleasant, SC. For more information, visit store

Wonder Works was voted Best Toy Store by Charleston City Paper readers (2011 – 2018) and Charleston’s Choice by Post & Courier readers (2016-2018). Wonder Works has received the national award of ASTRA Toy Store of the Year, as well as the Charleston Metro Chamber of Commerce’s 2016 Milestone Award.