Blain's Farm & Fleet: Plans huge celebration for 60th anniversary of Toyland family tradition
10/17/2017

Media Contact: Gayla Kirshner
Phone: (713)962-9020
Email: gayla@gcomworks.com

Janesville, Wis. October 17, 2017 – Blain’s Farm & Fleet is thrilled to announce that the 60th anniversary of Toyland is this Saturday. As Blain’s associates gear up for the 7 a.m. 60th Anniversary Event on Saturday, October 21, 2017, kids of all ages can begin planning for this season’s best day of prizes, giveaways and amazing deals throughout the store at Blain’s Farm & Fleet.

Blain’s Farm & Fleet opened in 1955 but it was not until 1957 that Bert Blain, one of the cofounders, saw a gap in the community for affordable toys. “My father used to say that every child deserved to have a Merry Christmas. So, he took on the challenge of finding fun, exciting toys that he could offer at amazing prices” says Jane Blain Gilbertson, CEO and President of Blain’s Farm & Fleet. When people would ask him, “But how do you afford to sell these Christmas toys at such hot prices?” He would always respond, “Toyland is about making friends not making money!” And out of that spirit, Toyland was born. “I remember my father heading to Toy Fair in New York City for 3 weeks each February, searching for the perfect toys,” Jane reminisces. “He took it very personally and looked forward to bringing happiness to children throughout the community.”

This year, for the 60th Anniversary of Toyland, Blain’s Farm & Fleet will honor the occasion with an amazing Toyland Event with over $38,000 in prizes, giveaways and doorbuster deals not only in Toyland but throughout the entire store! The fun begins bright and early on Saturday, October 21 at 7 a.m. Each store will be giving away over $1,000 worth of gift cards! There will be amazing deals thought the store; from clothing to housewares to tools to automotive to sporting goods, there will be something for everyone in the family! Local radio stations will be broadcasting live from the stores.

Of course, Toyland will be the center of the excitement with deals on all of the hottest toys: Hatchimals Colleggtibles, Nerf Nstrike Elite, Lego Wonder Woman, Lego Ninjago, Shopkins, Fur Real pets, Star Wars E8 Hero Series, Paw Patrol, Disney’s Frozen, Minions, Monster High, American Girl crafts, the latest games like Speak Out, Pie Face and Googly Eyes and so much more. Shoppers will also find the wide variety of toys that Toyland shoppers have come to expect to keep kids engaged and learning like science kits and educational toys from V-tech and Leap Frog or to keep them active like sleds, jump-o-lenes, lightsabers, Nerf blasters, play tents and tunnels, ride-on toys, game tables, and archery sets. Blain’s Farm & Fleet has everything you need.

In keeping with the 60 year tradition, the Toyland event will be on the Saturday that is 10 weeks before Christmas. For some shoppers it seems early to think about Christmas in October, but this timing is part of the Blain’s heritage. The timing was created to coincide with bank “Christmas Clubs” which helped customers save their dollars throughout the year leading up to the Christmas season. Today, this is still important to help shoppers shop and plan for their Christmas purchases. Jane mentions, “We also hear from our military families that need to send their ornaments and gifts great distances to their loved ones who are serving.” Many families still like to be able to spread their Christmas spending over several weeks. “So it’s just as important to as it was 60 years ago, to be ready for Christmas when our customers need us to be!”

Blain’s is also honoring their founder’s belief that EVERY child deserves a Merry Christmas by leading a toy donation drive for needy children in their stores’ communities. Customers can donate a new, unwrapped toy at any of the 38 store locations, and Blain’s Farm and Fleet will match it up to $200,000 in toys across all store locations. Place the donations in the Kids Helping Kids bin near the exit door to help give a Merry Christmas to kids who otherwise might not have that opportunity.

“Last year, we had such overwhelming support from the community that Blain’s matched and donated more than $200,000 in toys. But this toy drive is a blessing beyond the joy the children have on Christmas day,” says Kristin Stewart, Chief Marketing Officer. “We call it Kids Helping Kids because so many of the donations are placed in the bin by other children. There is something very special about watching a child shop for another child they don’t even know, thoughtfully considering what that child might enjoy most on Christmas. Seeing the children in our local communities experience the magic of giving with a generous heart, is a gift to us all.”

Because Blain’s Farm & Fleet is family-owned they’re able to make significant contributions to the community, including the more than $200,000 of toy donations matched during last year’s Kids Helping Kids program. “We’ve purposefully maintained our family ownership for more than six decades; it allows us to concentrate on the right things: the needs of our neighbors and the local communities that our stores serve. In 62 years, we’ve been very fortunate to never close a store, to never leave a community. We take care of our communities and they will take care of us!” says Blain Gilbertson.


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