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When Yonder Toy Shop opened its doors in Easthampton last summer, it arrived quietly but with a clear intention: to create a place where play is taken seriously, where children and caregivers can slow down, connect, and explore together. Now several months in, the shop has found its footing — and, in many ways, its community has helped shape what it is becoming.
“We are settling in wonderfully,” said founder and director Danielle Curry. “This space is perfect for what we are doing and what we have planned.” From the beginning, Curry envisioned Yonder as more than a retail store. “The goal was to create a space that provided open-ended play opportunities for all ages to interact side by side. So far that goal has been achieved and we are evolving every day as our visitors show up to take advantage of being able to say yes and then getting lost in play together.”
That sense of permission — to linger, to experiment, to follow curiosity — has become central to Yonder’s identity. Tucked into Easthampton’s vibrant downtown, the shop blends thoughtfully curated toys with a welcoming playroom that encourages children to dive in and caregivers to relax. It is a model that feels particularly well suited to the town it calls home.
“As an Easthampton resident and homeowner for over 10 years, contributing to this city has always been a great motivation,” Curry said. “Our wonderful and creative neighbors only add to the magic of this place.” From the start, Yonder was meant to serve local families. “Yonder was always supposed to be a place for local families to gather and so far, it is better than I imagined,” she said. “Friends run into one another often and the joy of a surprise playtime with a friend is priceless.” Parents and caregivers, she added, have been deeply appreciative of having a space like this close to home. “The response has been incredible — parents and caregivers have been so grateful to have such a place in their community.”
Like many small businesses, Yonder is still learning the rhythms of the year. Operating through its first holiday season and into winter has been both exhilarating and challenging. “Our first holiday season was a wild experience and we learned a great deal,” said Curry. “So far this winter has been full of new friends and icy challenges.”
While spring and summer are still unknowns, Curry remains hopeful. “We are optimistic that the desire to play will keep families coming by.”
What sets Yonder apart is the emphasis on presence and connection. While toys line the shelves, Curry is quick to point out that the playroom is the heart of the space. “The toy shop is really our hobby business. The playroom is what really draws the crowds,” she said. Her vision was to create comfort rather than stimulation overload. “My hope was to create a home away from home. I want folks to feel at ease when they come here. To know they can unwind and let the kids do the same.”
That sense of ease extends to acknowledging the realities of family life. “This is the perfect place to feel all the feelings of growing up and parenting. The good and the hard,” Curry said. Even birthday parties are designed with simplicity in mind. “Our birthday parties are designed to feel like a classic and simple at-home party without being at your house. That is the vibe every day.”
Curry’s career path naturally led her to this work. “I have been working in children’s spaces for my entire career,” she said, from summer camps and classrooms to her most recent role with the Springfield Museums. Along the way, she saw firsthand the impact of unstructured play. “I have seen how beneficial it is when families are given space and time to just play and be together.” Yonder became a way to bring those experiences together into something accessible and community centered.
On a personal level, the shop also reflects Curry’s own desire for connection. “Personally, going out and meeting new people isn’t easy for me,” she said. “So when I was dreaming this up, I was also motivated by the idea that I can bring potential new friends to me.” That desire, she believes, resonates widely. “My desire for community is stronger than it has ever been and I get the sense that many people around here are feeling the same way.”
The toys themselves are chosen with care and intention. “I am very intentional about what we carry,” Curry said, naming brands like Grapat, Ostheimer and Mader as mainstays. One advantage of the space is the ability to see toys in action. “We also have a unique ability to test toys in our playroom, which has been super fun.” Ultimately, she lets children lead. “I always follow the child. They know what they need and love, especially when it comes to play.”
Some of Curry’s favorite moments come from that sense of belonging taking root. “The best thing so far is when children request to come to Yonder,” she said. “Many parents have said when their kiddo is given the choice they choose to come here.” She cherishes the familiarity. “When they walk in with a sense of familiarity, and a sweet smile. We are a part of their childhood. I love that.”
Looking ahead, Curry hopes Yonder continues to grow as a community space. “I hope to keep growing our playroom and maker’s space, as well as our community engagement,” she said, pointing to plans for seasonal celebrations and ongoing programming. Her goal remains steady: “to provide a consistent and safe space for the children and families of Easthampton and beyond. And of course, to spread the healing joy of play!”
That commitment extends to accessibility and care. Yonder offers free birthday parties for children in foster care and a sliding-scale model for drop-in play. “The goal is to have something that fits every budget and lifestyle,” Curry said. “Play is for everyone!”
YONDER COMMUNITY TOY SHOP IS LOCATED AT 186 NORTHAMPTON ST. IN EASTHAMPTON. DROP-IN PLAY IS AVAILABLE FROM 10 A.M. TO 5 P.M. TUESDAY TO FRIDAY AND SATURDAYS DEPENDING ON BOOKINGS. VISIT WWW.YONDERTOYSHOP.COM FOR MORE INFORMATION.
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