Ferris Wheel Kids: Redding’s Downtown Toy Store Built for Families & Community

photos provided by Ferris Wheel Kids

Downtown Redding just got a little more colorful. Ferris Wheel Kids, the brainchild of two longtime friends and neighbors, is part toy store, part community hangout and entirely built with love, from the lowered shelves children can reach to the play area that allows parents to shop while kids are having fun.

Tara Faires and Suzanne Russell are the owners of Ferris Wheel Kids and with over a decade of experience working in retail, the two moms welcome the entire family to visit a space that has something for everyone.

A Children’s Store Built on Friendship and Family

The duo was inspired to open the store in downtown Redding because it is next door to Suzanne’s women’s clothing store Carousel, where Tara had been a manager for five years. “We were also neighbors at the time Ferris Wheel Kids became an idea, while in Suzanne’s backyard, eating tacos,” says Tara. 

“Kind of a fun idea, something to dream about – taking over the street and making that part of downtown more inviting and interesting. At that point, we weren’t moms, so the idea stayed just that – an idea. But as we grew our families, we realized there really wasn’t a place in Redding that catered to kids or offered something truly unique and fun for them as well as for the parents. When the space we had our eyes on became available, we jumped at the opportunity.” They quickly worked with their families to build furniture, paint and craft a space for customers who love fun, color and whimsy.

The store features items that the owners, their friends or other parents have recommended and used with their children and loved. They also select products that will last and can be passed down from child to child. The shop highlights outdoor living and sustainability in its inventory and they specialize in offering items for newborns to age 12. “The hang space is really designed to keep kids happy so parents can have a more stress-free shopping experience and the kids can enjoy themselves and explore the space.” Tara says. Details found in the bathroom and special kid-approved snacks create a space that is not just made for kids, but anyone who is a kid at heart.

High-Value Extras Come with Shopping Local

In-person buying fuels the philosophy of the shop as Suzanne and Tara work with producers to make sure their customers are getting the best products. “Shopping online is certainly convenient, but it lacks a personal touch and relationship,” says Suzanne. “When you shop at a local retailer, you start to inform them what to offer. ”

“We remember the things our customers like, run things out to their car when life feels too full to come in. We do birthday wish lists to encourage local shopping and more. Plus, when you meet real people and have conversations and experiences, you make friends, get life tips, maybe a snack and leave with extra cute gift wrapping.” The shop is also a great stop for grandparents, aunts, uncles – anyone  looking for birthday and new baby gifts. “It truly is a local one-stop shop for anything kiddo!” says Suzanne.

A Space for Education and Community

Ferris Wheel Kids offers local and sustainable, well-made products, but Suzanne and Tara are also devoted to working with local moms and families to create a space in the store for community connection and an opportunity for learning. “Since opening, we have been so excited to partner with local kids and moms for all our events,” Tara says. “Using our Mini Maker platform, our way of highlighting local kiddo entrepreneurs, we not only offer space for them to sell their goods, but also education on marketing, wholesale and branding. We have loved partnering with other local moms for our First Friday events: balloon twisting from Totally Twisted by Hannah, Face Painting by Aimee Gagner, a local book signing with author Debi Chimenti and our first-ever playdough bar by The Salty Dough Co. Moms. We’ve done book readings with local business owners, partnering with local bookstore Shop Around the Corner Books. Moving forward, as we celebrate being in business for a year, we plan on doing music hours, a kid maker fair and more.” 

Tara and Suzanne recognize that their shop’s ability to exist is dependent on the community. “We wouldn’t have been able to open FWK without community support,” says Suzanne. “We truly wouldn’t be here without people intentionally choosing to support local. In return, we sponsor school fundraisers, events, participate in toy drives and more. We hope to expand our Mini Maker program, encourage more entrepreneurs in Redding and grow with this generation.”

Being responsive to customers’ needs and the community’s needs is nestled at the center of this creative endeavor, with a focus on supporting families in so many ways. Tara and Suzanne both say, “We want our community to know we are here for you.” Their goal is for you to have a great experience, find what you’re looking for, feel welcome and to be a place to which you and your kids want to return. “It takes a village,” says Tara, “and we want to be a part of yours! We are moms taking a risk and we really appreciate every single person who walks through our door.” Ferris Wheel Kids is located at 1501 Yuba St. Follow them on Instagram and Facebook.