By Salina311 Staff
SALINA, KS — Nestled in the heart of downtown Salina, Familia Toys is more than just a toy store — it’s a vibrant, hands-on experience that’s reshaping how local families shop, play, and connect. This month, Equity Bank proudly recognizes Familia Toys as the Business of the Month for their creativity, community focus, and commitment to creating meaningful family experiences.
Owned by Yesica and Eric Swenson, Familia Toys began as a dream that started, fittingly, with a toy. “Our first date was downtown,” Yesica recalls. “We browsed Jilka Furniture and then went to the Toy Parade, where we bought our first toy together.” From that moment, their shared love of toys and travel led to frequent visits to game and toy shops around the country — and conversations about how they’d do things differently if they ever opened a shop of their own.
Eventually, they stopped asking why not and instead asked why wait?
Now open and thriving, Familia Toys offers more than shelves of carefully curated products — it invites customers to interact, explore, and play. The store features demo stations where kids (and parents) can test games before buying, cozy corners for trying out new activities, and one of downtown Salina’s newest photo landmarks — a colorful wall that’s become a popular selfie spot.
“We want Familia Toys to be an experience from start to finish,” Yesica explains. “From hands-on interaction to hosting events, it’s about bringing people together.”
As Salina natives raising their own children here, the Swensons are deeply embedded in the community. “We’ve always been involved — through school activities, events, and now the toy store,” Yesica says. “We want to work with anyone who’s trying to make Salina the best it can be.”
Their inventory reflects that same intention. Rather than stocking flash-in-the-pan fads, Familia Toys focuses on quality, longevity, and education. “We look for toys that will stand the test of time,” Yesica says. “Wooden trains, educational games, and durable classics that can be passed on — not just played with and forgotten.”
The rewards of the job, she adds, are deeply personal. “The best part is seeing families connect. We’ll get photos of families playing games we helped them pick out — that means the world to us. And it helps us stay in tune with what’s nostalgic and what’s new.”
In the lead-up to birthdays and holidays, the shop has become a go-to destination. One popular offering? Birthday crate registries. Kids come in, fill a crate with their favorite items, and the store reserves them for gift-givers to choose from — making last-minute shopping a breeze for friends and relatives.
As the holidays approach, Familia Toys is already preparing, stocking up on favorites and listening to customer requests. “The support we’ve received so far has been incredible,” Yesica says. “We’re just getting started — and we’re excited for what’s ahead.”
Whether you're picking up a timeless toy, attending an in-store event, or just snapping a photo by the famous wall, a visit to Familia Toys is guaranteed to spark joy.
Visit Familia Toys at 143 S Santa Fe Ave, Suite 100, Salina, KS 67401, or give them a call at (785) 251-3172. Open Tuesday through Sunday, with extended evening hours Thursday and Friday. Follow them on Facebook and Instagram to stay up to date on new arrivals, in-store events, and community happenings.