February 14, 2009
by Hank Russell, Patchogue Medford News

Before starting up Gummy Lump Toys in 1995, Linda Rocco worked as a retail manager at the IKEA store in Hicksville. Not only did she show an interest in the nice, new wooden toys being sold in the store, her customers did, too.

“Every time people stopped at my department, people talked about how difficult it was to find quality wooden toys,” Rocco said, adding they could only find “plastic toys or battery-powered toys… I tried to find the wooden toys I liked and then I started my own business.”

Gummy Lump Toys is an online retailer based in Medford which sells wooden toys, such as building blocks and pretend play food. According to their website (www.gummylump.com), many of the toys that are offered have won prestigious awards.

The name of the company was taken from the book “All I Really Need to Know I Learned in Kindergarten” by Robert Fulghum, according to Rocco. One of the stories describes how a father treasured a shoebox decorated with macaroni, gumdrops and jellybeans by his three children. In side the shoebox are a collection of handmade Valentines from his children. The father began to refer to the shoebox as the “Gummy Lump” because, over the years, the jellybeans and the gumdrops began to mold into one big lump. Despite this, he grew to treasure it more than ever because the notes inside reminded him that his children loved him. “It’s a cute story,” she said. “I encourage you to read it on our website. It’s always a great story but particularly at Valentine’s Day.”

Rocco explained the popularity of wooden toys and, specifically, wooden blocks. “It’s about nostalgia,” she said. “It’s one of those toys that are enjoyed from generation to generation. There’s a lot of open-ended play, so kids love it. They last a really long time, and are as relevant to play in 20 or 30 years as they are today.”

In addition to wooden toys, Gummy Lump Toys sells soft baby toys and specialty items, as well as pretend play beads with lacing, marbles, puzzles and stuffed animals. The toys, according to Rocco, are geared towards children 0-6 years.

“The most unique [aspect] is our selection,” said Rocco. “My husband [Sal] and I do our selections at the Toy Fair [at the Jacob Javits Convention Center] every February.”

Although Gummy Lump is an online retailer, there is a personal touch. “We have a toll-free number that you can call,” Rocco said. “Most online stores have a website but no 1-800 number. Some don’t even have customer service. That’s why our website is unique.”

Over the past 14 years, the website has been revamped numerous times. Rocco has since then taken Web design classes so that she can have more creative control over the website. “I never knew what the first two [version] looked like,” she said. “It’s was the mid-90s and our home computer was too slow to bring up the website! Since then, I’ve done the web design and marketing myself.”

Gummy Lump employs a varied number of people throughout the year because it’s a seasonal business that’s much busier for the hlidays. “It’s a family business,” Rocco said. And the toys — and the story behind the name of the store — show what it is all about: family.

Gummy Lump Toys is available five days a week from 10 a.m. to 5 p.m. by calling (800) 807-8821. If you would like to shop online, or get more information, visit www.gummylump.com.

Gummy Lump Toys
22 Industrial Blvd. Suite 12C
Medford, NY 11772
(800) 807-8821
www.gummylump.com