A toy store that caters to the child in us all
The Art of Play is more than just a toy store
BY JULIE KIRSH
Staff Writer

PHOTOS BY CHRIS KELLY staff Mark Ginsberg says The Art of Play, located in Red Bank, has items that appeal to children and adults of all ages.

RED BANK - Mark Ginsberg had been toying with the idea of opening an emporium for children (and grownups) since childhood and has done just that with The Art of Play.

The store at 15 Broad St. in Red Bank opened its doors in town recently after a one-year stint in Manalapan.

Contrary to popular belief, it's much more than a toy store.

"We have toys, gifts, gadgets, decor. I'm sort of a hybrid - a gift/toy/museum shop," said the shop's owner.

Thanks to the fact he has to demonstrate his wares, Ginsberg gets to play with toys all the time while acting as the sole employee of the store.

The Manalapan resident who grew up reading comic books began offering exotic plush animals via the Internet five years ago. The one-of-a-kind stuffed animals are still offered at The Art of Play.

"When I say I have everything from aardvarks to zebras, I actually do have zebras," said Ginsberg, "but I've branched out to adult and executive items. I also enjoy rare editions and collections of books, toys and memorabilia."

The store's name has no real significance. "It's really sort of a joke," he confided. "There is no 'art to play.' I wanted to intrigue people with the name." And intrigue he does, carrying items from simple party favors to a Bela Lugosi Teddy Bear signed by Lugosi's son.

"I try to think thematically and create a one-stop shop with items for ages 1 to 100," said Ginsberg. "I try to cater to the inner child, yet I try to be innovative and mainstream."

The 2,000-square-foot emporium's stock is part plush toys for all ages, part children's toys and items, and part games and executive items.

Don't be fooled by the carousel horse and child's rocking chair on the store's sidewalk, this store isn't just for kids.

An optical illusion mobile in the window fascinates young and old, as do windchimes. The decor is far from childish, with track lighting, antique tin ceilings and pale yellow walls. The adult section on the right side of the store features wall clocks as well as small action figures of characters such as Houdini. Display racks of plush hand puppets intrigue all.

"It's a very interactive store for all ages where you can touch, play and try out," explained Ginsberg.

A popular and innovative item is the California Chariot, which is part bicycle and part skateboard. Scientific items such as Newton's cradle and kaleidoscopes are also popular and are among Ginsberg's favorites.

"I have a miniature claw machine that is hot right now. It has the calliope music and grabs the toys or whatever treats you want," Ginsberg related excitedly. A submarine that not only travels back and forth, but has an arm that retrieves items from the bottom of a pool is also a unique "catch" offered at The Art of Play.

Ginsberg is an enthusiastic proponent of various board and specialty games.

"I'm always thinking seasonally, and carry games that can be played in the car while on vacation such as hand-held electronic and nonelectronic games like Scrabble," said Ginsberg. Other summer-season items include a sand castle building set complete with a level, and a floatable Frisbee that is crush-proof and lightweight in case of an "errant" throw!

Mainstream fun items at The Art of Play include solid wood puzzles, games and toys, arts and crafts and children's furniture. The store's stock ranges from teethers to gift baskets for infants; and play sets, dioramas and "My First Purse" and "My First Briefcase" for tots. Appealing to all ages are hand-painted clocks made in the United States, a rarity these days.

There are plenty of "toys" for teens as well.

"I have the coolest sign-in pillows - a big flip-flop, a cell phone and a huge popcorn container," exclaimed Ginsberg. Teens may also cozy up to comfortable items such as floor pillows and bean-bag chairs.

Education-minded shoppers will appreciate the emporium's hand-painted maps of the United States and the world, math games, telescopes and microscopes. Young journalists-to-be will be intrigued by the brand-new "Go to Press" mininewspaper and grammar game in which the player puts out his or her own newspaper.

One-of-a-kind items, such as the world's only one-sheet waterfall and radiometers hang in sequence and string together appeal to the adult crowd.

"Whatever I carry I try to search out the exotic and unusual - a candle I carry is a gel candle that creates a rainbow effect within the candle when lit," commented Ginsberg.

Limited editions are common at The Art of Play, which presently has a handmade wood replica of a 1930s runabout. Limited to only 75 pieces, the boat has entirely handcast metal pieces and is signed in gold leaf by its Long Island creator Daniel Sadowsky. Unique handmade Cooperstown Bears are hand-jointed, and have real glass eyes. The mohair bears are also attired in pure wool clothing.

Given the season, Ginsberg's bestsellers now are beach items and sports items. Also hot right are plush toys by Gund, and Mary Meyer plush.

Thanks to the upcoming movie "Pirates of the Caribbean: Dead Man's Chest," pirates will be big this summer, and Ginsberg has capitalized on the trend with the inclusion of an entire pirate section featuring puzzles, decor, games and Treasure Island maps.

A small section of the store is devoted to hardcovers, not just books, rather illustrated classic editions such as the "Wizard of Oz" and "Grimm's Fairy Tales," suitable for gifts.

A Brooklyn native, Ginsberg said he chose the Red Bank location partly out of sentimentality.

"It's actually for a selfish reason: I miss the concrete of Brooklyn. Red Bank is a walking town and destination town and it's a nexus," he continued. "I also fell in love with the river view a block away."

Customers' response has been positive, according to Ginsberg.

"I've gotten a tremendous response from people saying a toy store, a real toy store was needed in Red Bank," he said.

The family-friendly setting has tables at the back where children can sit and play while parents get a chance to browse at leisure. Ginsberg also has future plans for a family puppet show night.

There are drawbacks to being perceived as just a toy store, he noted.

"The most difficult problem I get is changing mindsets. I have teen girls or executives go by and think, 'Oh, it's just a toy store.' People will come in and see toys and don't realize there are desktop, teen or executive items."

For the "executive set" there are desktop bowling sets, pendulums, desk sets and designer pens by Rennie Macintosh, Piet Mondrian, and Frank Lloyd Wright, among others.

Thanks to late evening hours Fridays and Saturdays, the couples and teen dinner crowd investigates the store's interiors.

Summer hours are Monday-Thursday, noon to 9 p.m., Friday and Saturday noon to 11 p.m., and Sunday, noon to 8 p.m.

Ginsberg noted that games are becoming bigger and he offers several family game centers. Since the centers are very hot right now, his variety includes all-wood centers, and Kinetico magnetic shuffleboard systems.

He also tries to blend form, function, science and art in his inventory. Fitting the science and art category would be the various preserved bugs available for purchase.

"I carry preserved framed bugs from the Amazon and butterflies, which help to keep indigenous Indians from selling off the rain forests."

Ginsberg related how the insects may not appeal to all audiences.

"I have a preserved Rhino beetle and a young girl said, shivering, 'Tell me they're not in this country!' " After Ginsberg assured her they weren't, the calmed child then turned her attention to the butterflies on display.

Despite their small presence in the rear of the store, plush toys are a popular item, ranging from a line of full-size dogs by Melissa & Doug to the higher-end Zoology brand of very exotic animals such as a tapir, blue catfish, red-eyed tree frog, giant anteater and wildebeest. The plush toys represent the high end of The Art of Play's price range - $500 for a Cooperstown bear. Prices dip as low as $5 for smaller items such as key rings or favors.

Ginsberg plans on acquiring items such as new electronics, games, and more game centers for his fall season in anticipation of the holidays, and expects family gaming to become a growing trend.

As for his devotion to his play craft, "I try to make it the best experience I can," he said, "and most imaginative for all ages."