oh, hello there

Welcome to Sugartown Toys, an independent toy shop based in the heart of Bury St Edmunds, Suffolk

Our Story

Hi! That’s me, Jo, owner of Sugartown Toys. I am so excited to bring my dream toy store to life in my hometown of Bury St Edmunds. My journey to creating Sugartown began during a family holiday to France back in 2022. I fell in love with their beautiful toy stores that seemed to exist on every street corner. I wanted to create a similar space where children and adults could come together, play, and have their imaginations fuelled. So, 3 years later and with two toddlers of my own in tow, Sugartown Toys was born. 

Our Mission

At Sugartown Toys, we believe in the power of play and are dedicated to offering a thoughtfully curated selection of high-quality, gorgeous toys. From pocket-money treasures to timeless keepsakes, we ensure every item sparks imagination and delight. All our toys must meet three criteria before we choose to stock them. They must be:

Playable

We only stock toys that are truly designed for play. You won’t find any precious glass snow globes or stiff wiry teddies on our shelves

Durable

All our toys are high quality, long-lasting and able to withstand the roughest and tumblest of play

Beautiful

We believe that toys should have style and substance. We hand pick toys that are not only fun, but look good on your playroom shelves or, let’s face it, your living room floor

We are so proud of our Suffolk roots. 'Sugartown' is actually a lesser known Bury St Edmunds nickname inspired by the town’s iconic Sugar Beet Factory. As a Bury native, this factory has a special place in my heart: it’s often the first sign of Bury when driving eastward, with its sweet-smelling steam billowing over the town, signalling that you’re almost home. That’s exactly how I want Sugartown Toys to feel for our customers: a joyful place where they feel at home.

All Play, All Day

Our store is a place where children (and adults!) are truly welcome; you won’t find any ‘do not touch!’ signs in here. Our ‘disPLAY’ items are there to be enjoyed and played with by all our customers. So try on that cape, flick through that book, and play that xylophone - you’ll be in good company. 

We pride ourselves in delivering the best customer service possible, whether you’re visiting us online or in-store; our colleagues will be on hand to offer advice, recommendations, and gift wrap your items to ✨perfection✨. 

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