Owner, community reflects on Wisconsin's Learning Shop, which has closed after 40 years of business

A zillion toyful wonders. 

This is the unique slogan children see when they enter the Learning Shop. 

Although it’s likely not a zillion, it would be impossible to estimate the number of children the Learning Shop has affected over the years. With six Wisconsin locations and 40 years in business, many employees at the Learning Shop have watched their customers grow up. 

But now that's all going to change. The Learning Shop announced on Wednesday, Dec. 4, that it will close at the end of 2019. For owner Todd Merryfield, toys are all he’s known. 

“I’ve been here so long it’s to the point that when I walk into a grocery store I straighten stuff … if I find something out of place, I’ll put it where it needs to go,” he said.

Merryfield and his brother Tom have been at the helm of the Learning Shop for about 30 years; their mother opened the first Learning Shop in 1979 in Appleton. The brothers expanded the store in the 1990s, opening locations in Brookfield, Madison, Mequon, Greendale and Gurnee, Illinois.

However, with online shopping increasing and fewer customers coming into brick-and-mortar stores, the Merryfields have been staving off a closing for about five years. 

“We have a loyal following, but there just isn't enough of them, and they’re decreasing,” Merryfield said of his customer base. 

The store sells higher-quality toys and educational supplies. Many locations offer children the ability to test out the toys themselves. 

The store also partners with many local charities, allowing many groups to come in to wrap gifts for tips during the holiday season. 

Merryfield said he’ll miss a lot, but he’ll miss the kids most of all.

“When they come in, they're just like ‘wow, look at what I found,'” he said. “It’s fun just watching them.”

Customers have made it known that they’ll miss the store as well. The Facebook post that announced the closing had more than 570 shares and 240 comments as of Dec. 10. 

A quick visit to the Brookfield location, 17435 W. Bluemound Road, showed long lines of customers and children who wanted to play with the miniature castle set one more time. 

Matt Hewherdy and his granddaughter came all the way from Kenosha to see the store one last time. Hewherdy said he’ll miss the hands-on approach the store takes. 

“It’s just a shame,” he said. “But I guess that’s the way it’s going. You’re not going to get this online.” 

Mildred Schrubbe came to the Brookfield store to grab a Christmas present for her grandsons. She’s been shopping for her grandsons here for about 10 years. 

“I’m just so sorry that it’s closing,” she said. “I don’t know where I’m going to buy all of this stuff anymore.” 

The Facebook post had hundreds of heartfelt comments directed toward the store, as well. 

“Such a loss, and a hole that can never be filled for your community,” one said.

“It has been an absolute treasure to have your store in our community, a safe place that I can bring my son and he can play and expand his imagination while I shop and discover all of the treasures that I never knew that I needed,” another post said. 

Where to catch them 

The Greendale location closed Monday, Dec. 9, while the Madison location closed Wednesday, Dec. 11.

A Learning Shop branded gift store in Milwaukee’s Discovery World, which will remain open for the time being. 

The final locations will be closed around the end of the year, Merryfield said. Various promotions and sales will be offered for now. Merryfield also wants to remind customers to use their gift cards and loyalty points before the close. All sales are final. 

Merryfield said it was “an emotional phone call” when he told his mother, who opened the first shop. 

Merryfield, who has traveled from location to location for more than 32 years, said he doesn't know what he’ll do when the shop finally closes. 

“I just want to thank the people for all of the years of support and for letting us watch their kids grow up,” he said. 

Evan Casey can be reached at  414-403-4391 or evan.casey@jrn.com. Follow him on Twitter @ecaseymedia.