The building is a bit dated, but you cant beat the selection. If you sign up your kids for the birthday club, they get a card and a gift card in the mail. When you go to the store check in at the customer service counter. You kid will get another little gift (mine have gotten toys, gift card, baloon), and they announce Happy birthday to your child over the loud speakers. The baby department is a bit limited, but the staff will order things for you and never make you feel rushed. I do wish they had the photography studio here. They also run workshops for the kids, and specials like easter egg hunts that are FREE.
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