Toy store opens in downtown Pendleton
PENDLETON — When you walk through the door at Magication Station, be prepared for a pitch — a high pitch, that is.
Nathan Davis — who owns the new toy store in downtown Pendleton with his wife, Latoya Allen-Davis — is likely to greet you in the voice of “Elfie,” a character he developed and now channels as a purveyor of products and services for the pre-adult set.
“When I was younger, I sever saw my life going in this direction,” Davis, 40, said on Friday, opening day for the business, located at 126 W. State St.
He said he had early interests in zoology and biology, and later worked in tech support for a large camera manufacturer.
Story continues below photos.
The bell-tipped booties didn’t toll for him until life circumstances and opportunities coalesced.
He and his family — including two daughters, now ages 7 and 10 — moved to Indiana five years ago from Virginia for a job opportunity for Latoya. Davis continued to run a photography business and worked other jobs, including at a retailer that had in-store holiday activities.
It was during that time that Elfie was born, leading to his next calling: to open a toy store catering to children of all ages and abilities — as well as the adults in their lives.
Davis and his family moved to Pendleton about a year ago; they wanted to put roots down in South Madison County after living in a couple of Hamilton County locales.
“We fell in love with the little town,” Davis said.
While looking for an available location for the toy store, the number outside one building on State Street — 126 — caught his eye, he said, because it was the same number as his home address.
He decided to check it out, and just like with Pendleton, “We fell in love with the space.”
Davis and family set about installing new floors, painting, adding shelving, and stocking those shelves with an array of toys, science kits, games and books. The shop specializes in educational, craft, magic, role playing and autism toys (one of his daughters has autism).
The main room of the shop is open and spacious, with merchandise displayed on the perimeter walls.
An alcove on one side serves as a “Book Nook,” offering a cozy spot for young readers to explore, while an area at the back of the store offers a space with seating for small gatherings.
Davis said the shop will continue to add new merchandise as well as services, such as playing host to outdoor birthday parties.
Wife Latoya said she plans to help at the store when she can, even as her husband projects the character of Elfie with customers, in appearance and voice.
It’s all good, she said, as long as he doesn’t bring his work home with him.
Question and answer
Business name: Magication Station
Primary goods/services: Toys, Magic Sets, Science Kits, Children’s Books & Games
Address: 126 W. State St., Pendleton, IN 46064
Hours: 10 a.m. to 7 p.m. Tuesdays through Thursdays; 9 a.m. to 8 p.m. Fridays and Saturdays; noon to 6 p.m. Sundays
Owner(s): Nathan H. Davis and Latoya K. Allen-Davis
Number of employees: 1 (Nathan Davis)
Phone: 765-465-9299
Website: magicationstation.com
Social media: facebook.com/magicationstation; instagram: @magication_station
Date established: 04/23/21
Why did you open your business?
I was asked to participate in a Christmas event by a previous employer because of my skills in photography; this led to the development of the character “Elfie.” That led to the pursuit of creating an elf-run toy store that would give children a unique and fun experience. The main intent is to provide to all kids, regardless of ability, toys that would promote active play, ignite the imagination, educate and provide opportunities that create engagement between peers and parents alike.
What made you choose Pendleton for its location?
We chose Pendleton for our business location for the same reason we became residents of the area in April 2020. Pendleton’s small-town charm and family values tops the chart among any of the suburbs of Indianapolis. The people are absolutely awesome, welcoming and friendly. We have fallen in love with this area and want to definitely become active participants within it.
What are your initial goals for the business?
Our initial goal for our business is to build a great rapport with the people of our community — we want to become a household name within and outside of the area known for our customer service, enhanced customer experience, unique products and last but not least community involvement. In addition, we want to become a resource for child development using play among all kids, especially for special-needs kids, as our oldest daughter is autistic.
What is or do you expect will be the most popular item/service you sell?
Currently, our outdoor and science products are very popular, and we believe that they will continue be popular throughout the summer.
What has been the biggest challenge to starting this business?
During COVID the biggest challenge that we faced starting a business of this nature was product availability — the toy industry was impacted greatly. However, we have started to see an improvement in this area as the industry continue to adapt to the changes that arise.
What has been the most rewarding part of starting the business?
There have been several rewarding moments: the first, being able to include our kids in the process from grunt work of assisting in painting, etc., to being part of the day-to-day tasks of the business when availability arises. This will provide a lasting experience for them and hopefully provide lifelong lessons that they utilize in their adult life. The second most rewarding part of starting this business is getting to interact with kids in the community and being able to share this space with them. Not to leave out the parents, as we have been able to achieve nostalgic experiences for them as well!
Do you have experience running a business? If so, please describe.
Yes, I am a photographer and owner of “NHDPHOTO, LLC” since 2006.
Do you have any medium- or long-term hopes for the business, such as adding goods and/or services, or opening another location?
Some of the goals that we hope to achieve are as follows:
1) Host and conduct kids’ outside birthday parties
2) Open a second location (long-term goal)
3) Provide additional toy options for special-needs children
Is there anything else you’d like to add?
We are originally from Virginia Beach, Virginia, and moved to Indiana five years ago. We settled into Pendleton a year ago. We are a family of four, including two daughters, ages 7 and 10.
