SHEBOYGAN – Mark Giaimo of Grafton has visited toy stores as far as Las Vegas and Orlando, but he keeps coming back to Freaktoyz in Sheboygan.
He said some people sell toys purely for business, but Freaktoyz stands out for its atmosphere, the staff’s love for and rich knowledge of toys, and the sense of community that’s been built over the last several decades.
“People here? They do it because it’s a passion,” he said about Freaktoyz. “It’s in their blood.”
Freaktoyz celebrates 15 years in downtown Sheboygan
Freaktoyz, 520 N. Eighth St., recently celebrated 15 years of business in downtown Sheboygan, where it has delighted visitors and collectors like Giaimo with its toys, video games and collectibles.
“It doesn’t feel real,” said Matthew Rieley, owner of Freaktoyz. “Time goes by so fast, and it’s so cool that the community has embraced us the way they have. It really warms our heart to know that people care about us and what we do.”
From flea markets to a bigger storefront — how Freaktoyz grew
As collectors themselves, Rieley and his wife Melanie began selling toys at flea markets and shows in 1994 and then grew to online sales in 1998.
Melanie was an avid collector of wrestling memorabilia. Rieley preferred vintage Star Wars and Shogun Warriors.
During this period, Rieley said he always had a full-time job. When he became unemployed and struggled to get hired for a couple of years, he told his kids they’d have to move. They were devastated, so he decided he’d try opening a toy store.
Freaktoyz opened on the same block at 526 N. Eighth St. in early 2011, but with so much demand and growth, the shop moved to its current spot in late 2017, which is four times as large. More space has brought more inventory, staff and customers.
Inside the Sheboygan toy store packed with vintage toys and collectibles
Packed glass display cases and rows of shelves showcase classic vintage toys beloved across generations, from wrestling action figures to Atari video games to Bratz dolls. There are also DVDs, comics, game cartridges and LEGO sets.
Freaktoyz also has plenty of He-Man, Street Sharks and ThunderCats, in addition to superhero and Star Wars-themed toys, including lightsabers and helmets. A visitor can also find vintage figures like Evel Knievel and G.I. Joe.
“This cherished store brings nostalgia, imagination and creativity to our community, offering a place where people of all ages can explore, play and reconnect with the joy of simpler times,” Deidre Martinez, CEO of the Sheboygan County Chamber of Commerce, said in an email. “We’re grateful for the unique spirit Freaktoyz brings to Sheboygan County and look forward to many more years of fun, inspiration and discovery.”
Each generation discovers timeless and new favorite toys at Freaktoyz
Giaimo has collected Transformers, Teenage Mutant Ninja Turtles and WWF toys over the years, but his most beloved collection is vintage Star Wars.
When Giaimo’s mom passed away last year, he discovered she had saved a bunch of Star Wars figures from him and his brother in immaculate condition. He’s working to complete that collection.
Being a toy collector is nostalgic for Giaimo. “It brings me back to that (childhood) peace,” he said.
Rieley said every generation has its own toys that mark childhood — like Mr. Potato Head and Barbie for Baby Boomers and Hot Wheels and Tamagotchis for Millennials. For him and Giaimo, it was Star Wars and video games.
Younger collectors have found an interest in Funko Pop collectible figures over the last decade, but Rieley said they still gravitate toward timeless toys like superheroes, Transformers and Teenage Mutant Ninja Turtles, which is re-releasing some of its classic figures.
Rieley enjoys seeing customers of all ages exchange their own experiences with toys at the store. For example, grandparents who may have grown up watching Star Wars can reminisce about the iconic movie moments and characters with their grandkids discovering it for the first time.
“Star Wars is multigenerational, and it’s amazing,” Rieley said.
He also had the chance to share his love for Star Wars with a new generation of fans when he bought out a theater for the 2015 release of “Star Wars: The Force Awakens.” That movie was the first in the sequel trilogy, following the original trilogy that came out more than 30 years earlier and the prequel trilogy that was released a decade ago.
The majority of tickets for the 75-seat theater were given to Project Angel Hugs, Horizons for Girls and Big Brothers Big Sisters. The rest were raffled off at Freaktoyz.
How Freaktoyz built a toy collector community on Facebook
With only 20% of Freaktoyz’s business coming from online sales, Rieley has had to change how he draws people into the store over the years.
Freaktoyz moved away from print and radio advertising, but it has created a social media presence to connect directly with customers. Through its Facebook page, which has garnered more than 52,000 followers, Freaktoyz can spotlight specific products, share information about specific toy lines and do on-camera unboxings.
Freaktoyz wants more Sheboygan events like Rock N Wrestling
Rieley has handed over a lot of the day-to-day responsibilities to his children and the staff who work at the store.
The future could bring more events. Rieley said his daughter Cherokee would like to host a wrestler autograph signing in the winter.
In addition to wrestling and local fan conventions, Freaktoyz has hosted “Rock N Wrestling” in July for the past two years, and it will bring the event back to downtown with Oshkosh-based ACW Wisconsin on July 18 this year.
What’s next for Freaktoyz after 15 years in Sheboygan?
With more time, Rieley wants to open a second Freaktoyz store in Wisconsin and perhaps 25 more across the country.
“Global domination is always on the horizon,” he joked.
He’s had customers from all over the United States and some from Germany, Poland and Japan visit the store in Sheboygan. A couple of times they’ve told him he’d be rich if he opened a Freaktoyz in their hometown, but a shop will always remain in the city.
“I like Sheboygan. Sheboygan is special,” Rieley said.
Visit Freaktoyz in Sheboygan: hours, location and online store
Freaktoyz is open from noon to 6 p.m. on Mondays, 9 a.m. to 6 p.m. Tuedays-Saturdays, and 11 a.m. to 4 p.m. on Sundays. Check out the Freaktoyz online store at https://freaktoyz.com/.
Contact Alex Garner at 224-374-2332 or agarner@usatodayco.com.
This article originally appeared on Sheboygan Press: Why collectors keep coming back to Freaktoyz in Sheboygan
Reporting by Alex Garner, Sheboygan Press / Sheboygan Press
USA TODAY Network via Reuters Connect
