New Toy Store Now Open in Montgomery Mall

by Patrick Herron

Alex Baby and Toys, a new concept from FYE, is now open in Montgomery Mall. The store is located downstairs next to Old Navy.  According to Westfield Montgomery, “from legos and baby essentials to LOL’s and STEM, they are your one-stop-shop for all things play.” We’re told the store offers toys for all ages, not just toddlers and young children.

According to Billboard, FYE was purchased by Sunrise Records in 2020. Sunrise paid $10 million to take over ownership of the 200-store chain. The purchase included assuming some of the chain’s liabilities including, accounts payable, store leases, and the chain’s frequent buyer membership program while also gaining a target inventory of $40 million. It also took on all FYE employees. FYE closed its Wheaton Mall location in January 2019 and its Lakeforest Mall location one year later in January of 2020. There is another Alex Baby and Toys listed as being in Holyoke Mall at Ingleside in Massachusetts, but the phone number is not currently active, so it may also be opening soon.



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