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Date: 2/16/2022
NORTHAMPTON – A2Z Science and Learning Store on 57 King St. continues to be a colorful and expansive place for community building 35 years into its existence.
Conceived in 1987, A2Z has been a community staple in the heart of downtown Northampton for people of all ages looking to simultaneously have fun and learn through a mountain of books, gadgets, science experiments, Legos, puzzles, construction sets, slime-related activities, a drone you can play catch with, and much more.
For current owners Dev and André Boulay, A2Z has played an important role in their lives since the beginning and mid-2000s when they first started working there under previous owners and founders Jack and Priscilla Finn. André started working at the store as a high school junior in 2003 to teach the yo-yo classes they offered, while completing store duties on the side. Dev, meanwhile, began working at the store in 2005. In 2015, the Finns sold the store to Dev and André, who met during their college years while working at the store. According to Dev, the Finns wanted another couple to run the store because they originally ran the store as a couple for the first 28 years.
“It’s really just been a second home for both of us,” said Dev, in an interview with Reminder Publishing. “The previous owners are really close to us, so it just happened organically … that we were able to take [the store] over.”
According to André, he and Dev developed a business background during a period when they were selling yo-yos on the internet, which helped them gain knowledge as business owners. Learning about the nuances of the toy industry can be tricky though, according to André, as most toy store models lose money every month before making it all back in December. Because of this, planning throughout the year is important to maintain success.
Beyond the toy store minutiae, Dev and André are continuing the Finns’ vision of maintaining a tight-knit community, whether it be employees or customers. They still see many of the same customers who have visited the store for years, and there are still a few employees who have been there since before the current owners took over.
“Being able to maintain all of these relationships was important to them,” said André, regarding the Finns’ vision for after they sold the store. “Just being a community-focused place to enrich kids and continue on with their vision.”
To maintain a generational spirit, the Boulays still offer some of the same toys that have been available for years, and they are continuing to further curate aspects of the store that may need fine tuning.
“We have two kids ourselves now that are 4-and 8-years-old, and so we’ve got some of the best in-house toy testers,” said André. “In every category, we’ve found our personal favorites that we’re excited about, and I feel like we’ve continued to hit home with that…people are really happy with what they go home with for toys, and are excited to come back.”
Adjusting to a unique time
In the beginning of the pandemic, A2Z had to close their store for three-plus months, which made operations difficult. During this period, Dev was delivering toys herself to houses all around Northampton, making 20 to 30 deliveries a day. The business found themselves in an unusual situation, where they were not technically an essential business, but they were still important to parents and guardians who needed to be home with their children.
“People really needed what we have for them,” said André, reflecting on that time. “We didn’t fall under that ‘right to operate as an essential business,’ even though we felt that in some ways we had essential things for kids.”
The presence of COVID-19 over the past two years forced the Boulays to launch a website, where everything they offer is now searchable, which has allowed customers to come in knowing what they want. The website has also made it easier for the Boulays to find certain products and see what new items they will be offering.
The Boulays noted that foot traffic downtown has decreased since the pandemic, as more people are becoming more destination-driven when they visit. Despite this, A2Z continues to sustain a steady customer base on a day-to-day basis. “Thankfully, in the past year, we’ve managed to get back to whatever this new normal is for us,” said André.
For the present and future, the owners are trying to “keep things excited” for customers. In the fall of 2021, local artist Dean McKeever painted a lifelike mural on the side wall of the store, and at the moment, the store is conducting their third Lego mini-build contest, which started Feb. 1. More information on that can be found at https://a2zscience.com/lego-mini-build-contest-and-exhibit-starts-february-1st/. In the fall, they plan to conduct their great toy adventure, where people must find toys hidden around town. They also brought back the Yo-Yo School for two days a week on Fridays and Saturdays, and plan to go to a toy show in Vegas next month.
“I just see unlimited fun events,” said Dev, regarding the future of the store. “I miss going to events and having an A2Z table.”
Beyond that, the owners will continue to excel through the niche they created including maintaining the balance of interacting with customers, providing new toys and products many have not heard of, and creating a welcoming environment. “Our goal is to always find things that surprise people and get them excited, and experience science and learning in a positive light,” said André.
With big box retailers like Amazon and Target becoming large mass-market players in the toy industry, A2Z will continue to serve the community by promoting hands-on learning experiences and imaginative toys with interesting quirks.
When talking about what has been most rewarding about running A2Z, Dev noted the happiness she feels when others in the store are excited about a toy, while André spoke about allowing children to be themselves in a difficult world.
“In today’s world, it’s a lot harder for a kid to go out and just feel like they’re a kid in a crazy world,” said André. “So, for us to be able to provide that environment for them to come in and feel like it’s safe … it’s kind of like saving childhood. We can see the impact and we can feel it, and there’s no greater reward than that.”