Toyology: Power in Play

At the heart of Toyology is the belief that play is powerful. It excites us, teaches us, and builds our growth, no matter how old we are. It’s essential for both children and grownups and is the way we continually better ourselves. Our mission is to bring the joy of play to everyone we encounter. From the way we source the best toys on the market, to the process of finding the right product for your family, we’re proud to operate like a family, and as a family, to serve yours. We started as a family business, and our values lead us. Five years later and four locations greater, and with a growing family of our own, the values upon which we built Toyology remain. We promise a unique toy-buying experience, where customers can count on honest, thoughtful service, an industry-leading eye on innovative and educational products, and a fun, engaging environment that is an active part of the community.

Our History
From the start, Toyology’s foundation has been a family of caring entrepreneurs. With a background of small business owners, we knew satisfying the community and exceeding our neighbors’ expectations was paramount to our success. With the understanding that improving community members’ lives would improve ours, we grew up dedicated to this pursuit.Toyology was founded by Nori, Aric and Jonathan Klar in 2011, but their entrepreneurial start goes back to when Aric and Jonathan were just 12 and 10, when they re-envisioned a section of Nori’s drug store into the neighborhood hub for the trendiest toys. After college, Aric and Jon built on their knack for knowing the next hot toy, and the three of them opened Toyology’s first location in West Bloomfield, Michigan in 2011. Next came Howell and then Royal Oak, both thriving communities that were craving an authentic shopping experience just like ours. Today, we’re proud to continue growing as we join another flourishing community and open our newest location in Rochester Hills, Michigan. Our plans are to keep investing in communities that are growing and thriving as our business is.

The foundation of service, quality, expertise and innovation upon which our family’s business thrived remains our promise as we do what we do best: finding new and innovative ways to bring high-quality experiences to your family.

The Toyology Community
At Toyology, being a member of the community does not end at our welcoming neighborhood storefront. We want to know our neighbors and be a part of their lives. Through our outreach initiatives, we strive to positively impact our communities. From our school outreach programs where we teach entrepreneurship workshops in local classrooms, to Kickback programs to support local causes and organizations, to incentives for educators that empower them as they shape kids’ futures, we seek ways to improve the vibrant communities we’re a part of.

The Toyology Difference
Walking through our store, you won’t find static shelves lined with bland boxes. Instead, you’ll see a boy riding around on a scooter pretending he’s on a rocket ship, or a toddler pushing a child-sized shopping cart as she fills it with her wish list of treasures. You’ll hear squeals of delight as a baby discovers she can stack colored rings on her own, or a mom’s applause when her little boy builds a block tower that’s taller than he is. Toys are out of boxes and in the hands of kids, where they can feel the textures of real materials, not just imagine them through a photograph. Many families find our store a destination, a place where they can bring their children to have an interactive adventure at the collaborative play stations. Parents are on the floor, reading books to their kids about new worlds, while in turn, seeing the world through their child’s eyes. Here at Toyology, we encourage kids (and adults) to do what they do best: learn through play.

Our unique approach focuses on education through play, where each product is hand selected to enrich children’s lives and develop life skills that extend beyond the playroom. Whether you’re shopping in one of our stores or online, our goal is to educate you about the products at hand. We’ll help you choose a toy that won’t last just a few weeks and get tossed aside, but instead is open-ended and future-building, where you’ll see your child go back to that toy again and again as he/she evolves.

From meeting with local toymakers to attending global trend and toy conferences, we seek to stock our shelves with products you can’t find in big-box retailers. We only feature the highest quality products that bring the highest value to you. You won’t see a toy on our shelves unless we’ve tested it first. We guarantee you will find not just the best quality products, but the kind of  intimate shopping experience you’re looking for.

Shop Local, Even Online
We’re proud to say that Toyology is on a path to continue growing. Reinvesting in our local Metro Detroit area is important to us, whether it’s opening new locations in your neighborhood or expanding our reach into your community schools. But our modern toy-shopping experience doesn’t stop at our stores’ doorsteps. You can find the same “shop local” experience online, where our expertise is just a click away, and our personal commitment to you is top of mind.

We promise to never change the way in which we do business because the authentic experience we dedicate to you is our number one priority. Our founders and our team of “toyologists” vow to offer only the best selection and service, to ensure you and your family never have to look far for a memorable and valuable toy shopping experience. 

Our Team

NORI WARREN KLAR
Co-Founder and “The Real Woman in Charge”

Nori is the “Pharmacist turned Toyologist” after she transformed a space in her family’s pharmacy into the community hotspot for educational and developmental toys. In 2011, Nori, Jon and Aric opened Toyology’s first location in West Bloomfield. Since then, she’s been a core part of the team. Today, she helps manage all four locations and supports the company’s growth as they continue to expand. She also attends trade shows around the world to find the newest toys to bring to Toyology. She believes that toys are tools for growth, and children learn the most through play.

ARIC KLAR
Co-Founder and Director of Operations

Aric’s entrepreneurial spirit and his own love of play are driving forces that push Toyology forward. After taking over the toy section at his parents pharmacy when he was a kid, he has yet to stop making Toyology the best way to discover and grow through play. In fact, in college, his course-assigned business plan for a toy business was so solid, his professor encouraged him to make it reality. Aric is Toyology’s lead toy expert and is responsible for developing vendor relationships that ensure the best toys make it to the shelves of Toyology. He leads community outreach programs for Toyology as well. Got a cool product or idea? Aric is your guy! Aric and Jonathan lead day to day operations, strategic growth and expansion.

JONATHAN KLAR
Co-Founder and Director of Marketing

Jonathan's ingenuity and creativity is what keeps Toyology one step ahead of the competition . Jonathan heads all marketing and technology, and cofounded Toyology with Aric and Nori. He has remained a driving force behind the brand ever since. Jonathan received his Bachelor’s degree in Marketing from Eastern Michigan University. His passion lies in ensuring that Toyology’s message and mission remain aligned to the company vision, as he strategically grows the businesses operations.