If you grew up in Albuquerque, New Mexico, during the 60s, 70s, or 80s, you likely have fond memories of Toys By Roy. The store was easily recognizable thanks to the large rocking horse logo on its front.
In 1961, Roy Ater opened his first Toys By Roy in the brand-new Winrock Center Mall, which was marketed as ‘the largest in the Southwest.’ Ater’s toy store quickly became one of the mall's first and most successful retailers. Over the following years, Toys By Roy expanded into a successful franchise with 34 locations across 9 states.
However, as shopping malls began to lose appeal in the mid-1980s, Toys By Roy faced increasing rents and declining sales. Ater started closing his stores one by one, and in January 1988, he closed the doors of the flagship location in Albuquerque. This marked the end of his once-thriving chain.
Despite the closure, Ater continued in the toy business by opening a smaller store in the rival Coronado Center in Albuquerque and running an existing store in Southern California.
Toys By Roy wasn't as large as a toy supermarket like Toys R Us, nor as luxurious as FAO Schwarz, and it certainly wasn't the cramped, over-stocked experience of KB Toys. In almost every way, it surpassed them all.
Interestingly, Toys R Us opened a store in the Winrock property shortly after Toys By Roy closed. Ironically, that toy chain would eventually face the same fate as Ater’s store, losing ground to online retailers that could offer a wider selection at lower prices due to lower overhead costs.
I consider myself lucky to have been one of those kids who roamed the aisles, searching for the latest sci-fi-inspired toys to convince my mother to buy for me. My choices ranged from smaller Star Wars or Micronaut figures to cool spaceships like the electronic MB Starbird, and even the three-foot-tall Shogun Warriors. Toys By Roy had it all.
From what I remember, the store layout was logical: toys for young children at the front, followed by dolls and toys for girls, then items for boys, and finally hobby supplies for older kids and adults in the rear. The store had a natural flow that made it easy to explore.
As I grew older and shifted my interests from toys to hobbies, I always returned to Toys By Roy for model planes, tanks, and electric trains. In fact, I still own locomotives and rolling stock that I purchased there. Unfortunately, when Duke City Hobbies opened on Wyoming Blvd, I found myself shopping there more often. Despite my love for Toys By Roy, I didn’t even notice when it eventually closed. By the late 80s, my interests had shifted to collecting records and chasing girls. Now, as an adult, I wish I had spent more time at that store during its final days.
Written By Ken Hulsey
Photos of the original Toys By Roy provided by Alan Ater, son of founder Roy Ater.
Vintage Albuquerque, New Mexico, NM Retro Design T-Shirt
Lightweight and comfortable fit, perfect for everyday wear with sturdy construction for lasting use.
MY UNCLE WAS THE DEVELOPER OF WINROCK WITH ROCKEFELLER, SID HERTZMARK
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