Written by Isabella Aranda Garcia
What’s one thing your customers don’t know you do behind the scenes?
We spend a lot of time researching and testing toys before they ever make it onto our shelves. We want everything we carry to spark imagination, last through real play, and feel truly special—so a surprising amount of behind-the-scenes “work” looks like grown-ups playing with toys and arranging Maileg Mice in different scenes. 🙂
What’s something you do that seems small but makes a huge difference?
We hand-select items for every age and stage, so when someone walks in and says “I need a gift for a 5-year-old,” we already know exactly what will light them up. That personal curation keeps people from feeling overwhelmed and makes gifting effortless.
When did you open (month & year)?
The original G.Willikers was opened by my mom, Linda, in Saratoga Springs in 1986. We opened in Katonah in October 2012.
Describe your business in three words.
Playful. Welcoming. Magical.
What’s something your business does differently than anyone else?
We combine the charm of a classic neighborhood toy store with hands-on expertise. Every toy is chosen with intention, and our team guides customers personally—no algorithms, just real people who truly love what they do.
What’s one thing people often say when they first walk in?
“Oh wow… this place is amazing!” Usually followed by, “I feel like a kid again.” Unless of course they are kids and in that case there is just general happiness.
What is your most popular item or service?
Every toy has its moment of delight for someone, which makes picking a “most popular” tough. But our personalized birthday-gift suggestions are the ones families return for again and again.
What is something you wish more people knew about your business?
That our greatest joy comes from being woven into the fabric of this community. Watching children grow, helping families celebrate milestones, and being a familiar, happy stop in people’s day is what makes this place feel so special.
Address: 29 Katonah Ave, Katonah, NY 10536
Phone number: (914) 232-0706
Website: gwillikerstoys.com
This article was published in the January/February 2026 edition of Connect to Northern Westchester.
To view all 2026 Connect to the Best winners, click here.
Isabella Aranda is a designer, writer and social media specialist with an M.A. in emerging media from the New Media Institute at the Grady College of Journalism & Mass Communication. Driven by curiosity and inspired by timeless modern design, she blends creativity and strategy to craft compelling narratives that engage diverse audiences.
Her expertise spans digital marketing, content creation and UX design, with notable achievements such as co-creating the Georgia On Your Mind podcast and leading digital campaigns that significantly boosted engagement. A Venezuelan immigrant, Isabella brings a multicultural perspective to her work, enhancing her ability to connect with and inspire others.
