Since its inception in 1957, the Toyland transformation has become a hallmark of the company’s holiday strategy. This year’s theme, Open the Magic, emphasizes the creation of personal holiday experiences. Sarah Gilbertson, a third-generation member of the Blain family and associate buyer, notes that the appeal remains rooted in the intergenerational excitement the displays generate for shoppers of all ages.

The opening weekend features incentives for early visitors, including collectible toy trucks on Saturday and plush calves on Sunday for the first 100 customers each day. Beyond the giveaways, the company is continuing its Kids Helping Kids drive, pledging to match toy donations up to $250,000 across its 45 locations in Illinois, Iowa, Wisconsin, and Michigan. These contributions are distributed to local organizations to support children in the retailer's service areas.