For this week’s spotlight on retailers, Tuesday Style Fashion (TSF) puts children’s boutique Child’s Play under the radar.

Establishment managing director Andrea Lattibeaudiere shares the back story.

What influenced the opening of Child’s Play?

At the time there were only a few dedicated children’s stores in Jamaica. I have always had an interest in this segment of the retail market even while employed in other professions. The opportunity came to purchase Child’s Play and we saw the need and responded. It proved to be a good decision as our success and longevity have proven that we made the right decision. It was originally a single 1,200-square foot store but has since expanded to the current three locations in Kingston of over 4,000 square feet.

When was the store opened?

The store was opened in September 1990 after a corporate career here in Kingston. Child’s Play fulfilled my need to contribute to the country and my love for children. It was originally focused on toys but has since expanded to become a total children’s store catering to expectant mothers, babies, all the way to pre-teens.

How have parents responded to the store?

The response to the store has been great, hence why they have kept us in business for the past 35 years. One of our most satisfying experiences is the stories of current parents visiting the store with their children or grandchildren and reminiscing on their first visit to the store as a child with their parents. So, we have multiple generations of families experiencing the Child’s Play service.

What has kept you in the retail industry?

Great customer service, good assortment of quality products and reasonable prices. Those standards are what we think sets Child’s Play above some of our competitors. We also endeavour to maintain these standards through all the years we have been in business.

How have you maintained relevance?

Staying connected to our customers, understanding their needs and responding accordingly. The use of social media to promote the business has helped to attract our more tech-savvy customers and show them the wide variety of products we carry. We also stay in tune with the industry, both locally and internationally, by attending various trade show. This ensures that we carry new products coming into the market and capitalise on trends. We feel the recipients of the products we carry, children, should enjoy and play with the newest and most educational ones available.

How have you revitalised the brand and garnered additional support?

Through the constant introduction of new products and utilising social media as well as traditional advertising and most importantly, word of mouth. Happy and satisfied customers are more apt to share this experience with friends and family. This brings in new customers and encourages existing ones to return.

What can customers look forward to from Child’s Play over the next few months?

Our Child Month sale and in-store events in May and the launch of our eCommerce website also in May.

What are a few season must-haves?

For the summer season we have a wide assortment of swim wear and accessories, outdoor items such as scooters, bicycles, etc.

Child’s Play

Mall Plaza: 876 926-0114/441-4514

Sovereign Village Portmore: 876 649-6155/208-3955

Upper Manor Park: 876 677-1746/510-6716

Website – www.childsplayja.com

Instagram and Facebook – childsplayja

Email: cplayjamaica@gmail.com

Child’s Play Managing Director Andrea Lattibeaudiere (Photo: Naphtali Junior)

With its massive array of toys, board games, books, and other collectibles, Child’s Play is a kids’ haven. (Photo: Naphtali Junior)

Newborn essentials (Photo: Naphtali Junior)

Find the cutest stuffed toys, from Winnie-the-Pooh to Care Bears and everything in between. (Photo: Naphtali Junior)

Child’s Play offers original Barbie doll collections for sale. (Photo: Naphtali Junior)

Child’s Play supervisor Charmaine Stewart (left) and cashier Abbeygayle Edwards (Photo: Naphtali Junior)