This interview has been edited for length and clarity.
Joseph Morgan: What makes The Happy Lark different from a traditional toy store?
Suzanne Fluke: We focus on unique toys. Some of our bestselling brands, we’re the only store in Fort Worth that has them. We also carry more traditional toy store brands so people can still come in and find a gift, but a big part of what we do is those more niche brands people are specifically coming in for.
Morgan: How did the idea for a toy store first come together?
Fluke: It really came from us moving to Fort Worth with a toddler and being pregnant and not knowing anyone. I needed something to do. My husband suggested starting a business, and my sister and I kind of built this concept together from that.
Morgan: How has the business evolved in the over 10 years since opening?
Fluke: When the COVID-19 pandemic happened, we had to shut down the indoor play space. At first, we thought we might go out of business, but people were buying a lot of toys online because they couldn’t travel and some had extra money. It ended up being really good for us, so we made the decision to close the play space and go all in on retail.
Morgan: You emphasize “unplugged play,” what does that mean in practice?
Fluke: Literally it means no electronics, no screens. For us, it also means focusing on open-ended toys that spark creative play and help build kids’ brains. They’re not all open-ended, but a lot of what we carry is meant to be used in different ways over time.
Morgan: What is an “open-ended” toy?
Fluke: It’s a toy that’s not meant for just one specific purpose. For example, we sell wooden nesting bowls. When kids are babies, they can stack them, but as they get older, they might use them in a play kitchen or for pretend play. You get a lot more use out of something like that, without one specific use.
Morgan: How do you decide what makes it onto your shelves, and what doesn’t?
Fluke: It’s definitely a balance. We carry what we think kids are going to love and what we think parents are going to love. We go to toy shows, we talk to reps and we follow our gut. There are also practical factors like pricing and margins. At the end of the day, if something doesn’t sell, you put it on sale and bring in something else that hopefully will.
Morgan: What role does The Happy Lark play for families in Fort Worth?
Fluke: I see our role as being educators. People come in and ask what toys are good for certain ages or what’s best for their child. We also sell strollers and car seats now, so we’re helping people through a phase of life where they sometimes don’t know the first thing about what they need. They’re putting a lot of trust in us, and it’s a really fun part of their lives to be part of.
Morgan: What do you hope families take away from their experience here?
Fluke: I hope they feel like they’ve had a magical experience, and maybe a little bit of nostalgia for a toy store they remember growing up. There aren’t many places left where you can get that. I also hope their kids remember it. We have families that walk here, and it’s like having a neighborhood toy store. That’s something special. It’s about education and good toys, but also adding some fun and a little bit of magic to Fort Worth.
Joseph Morgan is a reporting fellow for the Fort Worth Report. Contact him at joseph.morgan@fortworthreport.org.
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