Retailer Spotlight - Imagine That Toys

Spotlight on Imagine That Toys: A Conversation with Gwen Ottenberg

Nestled in the heart of Wichita, KS, Imagine That Toys has been sparking joy for families for years. Owned by Gwen Ottenberg, the store is more than just a place to shop for toys; it’s a community hub where play, imagination, and connection come to life. We sat down with Gwen to learn more about the history of her store, the resilience it showed after a recent fire, and the playful spirit she brings to her work every day.

Gwen, can you tell us the story behind Imagine That Toys? How did it all begin, and what inspired you to open a toy store in Wichita?

I always knew the corporate world wasn’t for me. From the start, my jobs were kid- and fun-focused — my first was running games and catering at an amusement park, and later I worked at a family fun center similar to Chuck E. Cheese. After college, I moved to Wichita, Kansas, and landed a position at Exploration Place, the city’s children’s museum and science center. I started as an Assistant Manager and eventually became a Manager and Buyer. That’s where I discovered my love for retail.

While I was there, I heard the same feedback over and over again: families wished Wichita had a great toy store. The museum’s gift shop was the closest thing in town, and it made me realize there was a real need. My husband, Al, was the one who encouraged me to believe we could actually make it happen. So, I took the leap. I left my job, worked for a friend for a year while we figured out the details, and set myself a big personal goal: open before my 25th birthday. We did it — and Imagine That Toys was born.

What makes Imagine That Toys unique compared to other toy stores? I would love to know how you curate your store for your community. 

What makes Imagine That Toys unique is actually pretty simple — I have the freedom to choose. I don’t have anyone telling me what I have to carry or pushing me to fit into a certain mission, like I did when I was buying for a nonprofit. Instead, I get to select toys I truly believe in — toys I love, from companies and people I trust.

I’m a big believer in play, so I test everything! We bring games and toys home, play them as a family, and get feedback from my husband, daughter, and staff. That hands-on approach helps me make sure that what goes on our shelves are not just pretty products, but truly great toys that spark imagination and stand the test of time.

For me, it’s about offering things I can be proud to sell— toys that deliver a wonderful play experience. I don’t choose something just because it fills a gap on the shelf. I choose it because it’s something I know our community will love and value.

What kinds of events or activities do you host at the store that families and kids love?

We’ve hosted a variety of events over the years, and families consistently enjoy them. Recently, our grand opening celebrations were a huge success — from goodie bags to prize drawings, they generated a lot of excitement in the store.

But our most popular and consistent event is definitely our LEGO builds. As a Gold Standard LEGO store, we receive special build kits from LEGO at least once a quarter. Kids get to come in, create something hands-on, and really experience the joy of play in a community setting. Those events are always so much fun — both for the kids and for us — because they capture the spirit of what Imagine That Toys is all about.

Recently, a fire at a neighboring business affected your store. Can you share what that experience was like and how it impacted Imagine That Toys?

Dealing with the fire was one of the most gut-wrenching experiences of my life. I was woken up at 4 a.m. by a call from our security company about a break-in. When I rushed to the store, I pulled up to see seven firetrucks surrounding the building. The smell of smoke hit me immediately, and that’s when I realized the seriousness of what had happened. I was the first owner from our building on the scene, and it felt like a punch to the chest. All I could do was watch the firefighters work and wonder what this would mean for our future.

The days that followed were filled with uncertainty and steep learning curves. We lost everything — all of our inventory was gone in a single moment. We ended up being closed for 11 weeks: from the very first Saturday of summer until the very last. By some measures, that was considered a quick turnaround, but living through it felt anything but.

Through it all, I knew people were watching how I responded. I chose to lead with positivity and transparency, even though inside it was incredibly hard. I wasn’t about to let this fire erase what I had built over 19 years. I focused on what I could control, pushed to reopen as quickly as possible, and kept moving forward. Imagine That Toys wasn’t going to end that way — not under any circumstances.

You’ve carried Marky Sparky products for a while. What’s your personal favorite and why?

I feel like we’ve had Marky Sparky products on our shelves since the very beginning. If I had to pick a favorite, it would definitely be the Doinkit Darts. I love it because it’s one of those rare toys that works for everyone — it’s just as perfect for a five-year-old as it is for a college student. My go-to sales pitch is that you can hang it in a dorm room without worrying about holes in the wall since there are no sharp points.

It’s simple, fun, and safe. Over the years, I’ve seen plenty of products with magnets cause problems, but Marky Sparky has the best magnets on the market. They’re strong, reliable, and safe, which means I never have to worry about issues down the road. Every customer who takes one home ends up happy — and that’s exactly the kind of product I want to stand behind.

Of course, if you ask my daughter, she’d give you a completely different answer. She’s always been a big fan of the Faux Bow, in all its different versions over the years. We have one at home with a whole stash of extra arrows, and she still loves playing with it. One day, my husband even spray-painted a target on the side of our shed so she’d have something to aim at — something safer than the dog!

The toys I choose to bring into my home have a special place in my heart, because I know they’ve passed the ultimate test: my own family’s love for them.

If you could recommend one toy right now for families to take home, what would it be?

I don’t really believe in a one-size-fits-all toy, but I do think every family can benefit from something that brings them together. A simple card game or a family puzzle is a wonderful choice — it “forces” everyone to slow down, gather around the table, and share time together. Those moments of connection are priceless, and toys or games that create them are always worth having at home.

The other thing I think so many people need right now is a good fidget or stress tool. We’re living in stressful, unpredictable times, and the holidays only add to that. Having something small and simple to help release tension can make a real difference, both for kids and adults. Sometimes the best toy isn’t about entertainment — it’s about comfort, calm, and giving families a way to handle the chaos together.

You’re known for wearing unmatched socks and proudly showing them off! What’s the story behind that quirky tradition?

My socks haven’t actually matched since I was in seventh grade — it’s just kind of become my thing. The running joke in my family has always been that if this was my idea of rebellion, my mom felt like she’d won the parenting game. And honestly, it just stuck. I’ve seen memes that say, “Life’s too short to match your socks,” and I couldn’t agree more.

For me, it’s about doing something a little different just for the fun of it. I’ve never been a big fan of conformity — in fact, I even wore mismatched socks on my wedding day. Guests actually lifted my dress just to check and see if I’d kept the tradition alive, and of course, I had.

Over the years, it’s become a lighthearted signature. I still remember running into some of my old teachers a few years after middle school, and the first thing they did after saying hello was glance down at my socks! People often assume it’s because I don’t have clean socks, which makes me laugh — but I love that it surprises people.

In the store, it’s also turned into a great conversation starter. Kids especially notice and love to talk about the silly characters or wild patterns. It helps break the ice, puts people at ease, and adds a little extra fun to the day. After all, if anyone is going to appreciate mismatched socks, it’s kids in a toy store.

How does that playful spirit show up in the way you run Imagine That Toys?

I like to joke that I live in the land of three-year-olds, because you truly never know where the day — or a conversation — will go. One moment, I might be talking about dinosaurs or the tooth fairy, and the next, it’s potty training, sleeping in your own bed, or even bigger life challenges, like helping parents who are navigating dementia or Alzheimer’s. Every day is unpredictable, so I show up with a smile and the mindset that I’m ready for anything.

That spirit carries into how I run the store. I say “good morning” all day long, because I want to set a playful, welcoming tone no matter what time it is. We laugh a lot — the real, belly-laugh kind — and we don’t take ourselves too seriously. Honestly, the number of poop and fart-themed toys I sell is probably a little ridiculous, but they bring joy, and that’s what matters.

Even the accounting office across the parking lot joins in on the fun. During tax season, they come over just to play, because they call Imagine That Toys their “happy place.” To me, that says it all — this store is about more than selling toys. It’s about giving people permission to play, relax, and enjoy a moment of lighthearted fun.

During the holidays, I like to lean into that playful energy even more. I’ll greet customers with, “Welcome to the party! Did you bring the appetizer?” or tease grandparents by asking, “So, what are you kids looking for today?” Little moments like that set a fun tone right from the start.

Once people feel that lighthearted spirit, the usual “I’m just looking” response disappears. Instead, they relax, smile, and join in the fun. It creates a completely different kind of shopping experience — one where customers are happier, and as a result, sales naturally follow.

How can customers find you in person here in Wichita, and what’s the best way to stay on top of things to not miss any upcoming events?

The best way to stay connected with us is through our social media. We’re active on Instagram, Facebook, and TikTok, where we share updates, events, and plenty of playful toy content. And if you’re interested in more of the behind-the-scenes business side, you can follow me on LinkedIn, where I share my thoughts and insights about running Imagine That Toys.

Of course, we’d also love to see you in person! Imagine That Toys is located at 29th and Rock Road in Wichita, Kansas, and we’re always ready to welcome families to come in, explore, and play. 

Wrapping Up

From unmatched socks to unmatched dedication, Gwen Ottenberg embodies the playful, resilient spirit that makes Imagine That Toys such a special part of Wichita. Whether you’re shopping in-store, joining an event, or connecting online, Gwen and her team are ready to help families discover the magic of play.