By Katy Nicholson, Executive Director
Play is not just a break from learning; it is learning. Our annual theme at Words Alive, “Play It Forward: Stories of Kindness,” is grounded in this simple truth. Researchers have shown that pretend play and literacy share aspects of higher-order thinking and problem-solving. Play and literacy are two sides of the same coin, each sparking curiosity, imagination, and connection. Through play, children learn skills that they carry with them throughout their lives. Play also provides opportunities to practice empathy, expand comprehension, and build the foundational skills that make reading and storytelling meaningful. (Roskos, PhD, 2023).
There’s no better partner than Geppetto’s Toy Store to help us unveil this programmatic theme. The team behind the joy of Geppetto’s understands the developmental benefits of play and how literacy can shape the pathway to success for so many young people. Geppetto’s has become a community staple, has been a longtime friend of Words Alive, and now celebrates its 50th anniversary this month!
A Milestone for a San Diego Institution
For five decades, Geppetto’s has grown from a single shop in Old Town into a beloved network of nine neighborhood toy stores across San Diego County. When you walk into any of the store locations, you will sense right away that something is different. Owner Brian Miller is known for curating the inventory himself, even testing and playing with the toys he brings in to sell.
In an era of screens and algorithms, Geppetto’s offers toys and games specifically designed to teach and enhance connection with others. (SD Metro Magazine, 2013) Research has shown that sociodramatic play is influential in the development of emerging literacy skills. (Roskos, PhD, 2023)
A Legacy of “Playing It Forward”
Miller has shown what it means to lead with the community always in his heart. Geppetto’s has donated toys to children, local schools, and social service programs. (La Jolla Ledger, 2026) As a former member of the Words Alive Board of Directors, he brought his passion for youth development, family engagement, and community building directly to our mission. His leadership helped strengthen our efforts to deliver essential literacy programs to children, teens, and families across San Diego.
His commitment to literacy and child well-being is part of a lifetime of service, supporting local initiatives ranging from youth literacy to community health. This commitment is front and center now, as Geppetto’s 50th anniversary fundraiser pledges at least $50,000 to Rady Children’s Hospital.
Literacy and Play: The Ultimate Partnership
When a child learns to read, they are given the tools to imagine new worlds. When a child is given the space to play, they expand that opportunity to bring those worlds to life. Brian’s commitment to both literacy and play exemplifies the spirit of Play It Forward. Leaders like Brian create ripples of kindness and curiosity that stretch across generations.
Join Us in Congratulating Geppetto’s!
Please join the entire Words Alive family in congratulating Brian and Danielle Miller and the team at Geppetto’s Toy Store on 50 extraordinary years of bringing joy, learning, and play to San Diego families.
Visit the Geppetto’s Toy Store location at Seaport Village on Saturday, September 19, from 9:00 a.m. to 3:00 p.m. for surprises, giveaways, entertainment, and more.
Here’s to a half-century of magic and to many more years of playing, reading, and growing together!
References:
La Jolla Ledger. (2026, September 8). Geppetto's marks 50 years with La Jolla party, Rady donation. Retrieved from La Jolla Ledger: https://lajollaledger.com/articles/geppetto-s-marks-50-years-with-la-jolla-party-rady-donation-mtpq0c0u
Roskos, PHD, K. A. (2023, April). Play’s Potential in Early Literacy Development. Retrieved from Encylclopedia on Early Childhood Development: https://www.child-encyclopedia.com/play/according-experts/plays-potential-early-literacy-development
SD Metro Magazine. (2013, November 14). Geppetto’s Toys. Retrieved from San Diego Metro: https://www.sandiegometro.com/2013/11/cover-story-2/
Seaport Village. (n.d.). Geppetto's 50th Anniversary Celebration. Retrieved from Seaport Village: https://www.seaportvillage.com/events/geppettos-50th-anniversary-celebration