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The Thinking Cap • Round Rock

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By Terry Hanley Friday, 05 December 2008

The idea to open a toy boutique came to Shelly Smith after years of wanting to open her own store, but not being able to pinpoint exactly what type of business venture she wanted to pursue.

When Smith’s son Zach was born, she learned more about the benefits of developmental toys. She noticed that unlicensed toys, like wooden blocks and trains, appealed to him over a longer period of time than the buzz toys that were popular for a particular timeframe.

“I love kids, and I’ve always been a really firm advocate of educational toys,” Smith said. “It doesn’t mean that Barbie and Ken don’t have their place in life, but I really like the arts and crafts and I like the puzzles. I really like the games and toys that bring families together.”

Smith’s background in arts and crafts and a love for teaching inspired her to open a toy store. Her parents, who were artists, encouraged creativity during her childhood. In 1993, after moving to Austin from her hometown of Liberty, Texas, Smith earned a degree in applied learning and development from the University of Texas. She also holds a teaching certificate.

She moved to Round Rock in 1995 after a brief post-graduation stint teaching first grade at a South Austin elementary school. Smith was adamant about opening her store in downtown Round Rock because of the city’s efforts to revitalize the area and make it more attractive to businesses.

The Thinking Cap features toys that promote mental, physical and outdoor activities for children. Wooden toys, puppets, quality-crafted kites, bathtub toys, plush stuffed animals, puzzles and games are among the items available.

Smith, who has two children, needed a general manager to help oversee the store at times when she was with her family. It was important to her to find someone with a similar work philosophy, too.

“I didn’t want somebody that was just looking for a part-time job,” Smith said. “I wanted someone looking for a career.”

Smith found Kelly Marx, who has been the general manager since the store opened in November 2007. Marx encourages customers to come in and play with the toys before they purchase them.

“We really look for quality when we are selecting what [toys] we are going to put in here,” Marx said. “Quality, replay value and value. We are not going to have something that is cheaply made, but is outrageously expensive.”

Store activities in December

Dec. 7, 11 a.m.-2 p.m. — Pictures with Santa
Dec. 10, 11 a.m.-3 p.m. — Make antlers to wear for the holidays*
Dec. 17, 11 a.m.-3 p.m. — Children can make gingerbread-scented play dough*
Dec. 24, 4 p.m. — “T’was the Night Before Christmas” story time with punch and cookies

*Free workshops • Register early; space is limited • Call 248-2488