For 30+ years, this toy store in Lincoln Square has created lasting memories for Chicago kids

In Chicago’s Lincoln Square neighborhood, where tree-lined streets meet bustling cafes and vintage shops, Timeless Toys has been a beloved haven for families since 1994. Founded by Harry and Martha Burrows, the store was born from a vision to create a sanctuary for children—a place that celebrates creativity, learning, and screen-free play. Over nearly three decades, it’s grown into more than a toy store; it’s a community anchor where imagination is sparked and memories are made.

Photo byTimeless Toys

The name “Timeless Toys” reflects that original mission perfectly. Harry and Martha believed the best toys aren’t necessarily the newest or flashiest but the ones that inspire play across generations—classic, educational, and purposefully fun. Today, that ethos guides every choice the store makes, from the carefully curated selection of toys to the warm, welcoming environment that invites kids and adults alike to rediscover the magic of play.

Scott Friedland, the current owner, has an unusual but fitting story. He didn’t start as a toy retailer—in fact, he was the store’s accountant. But after years of watching the joy Timeless Toys brought to families, Scott was inspired to take the helm and infuse the business with his own passion and expertise. “I come from accounting and small business consulting,” Scott explains, “but being part of a place that brings so much happiness to kids and parents—it felt like the perfect next step.” His background has equipped him to juggle the many hats required to run a small business, while his love for play keeps the mission front and center.

What makes Timeless Toys truly special is a combination of three core values. First, its curated, purposeful selection stands out—there are no mass-market aisles here, only handpicked toys that promote creativity, developmental milestones, and meaningful play. Second, Timeless Toys is deeply woven into Lincoln Square’s fabric. From sponsoring neighborhood events to hosting seasonal celebrations, it’s a place where local families gather, connect, and grow together. Third, the knowledgeable, passionate staff are always ready with thoughtful recommendations, turning first-time visitors into lifelong customers.

Photo byAmerican Marketing & Publishing

Scott recalls moments that reaffirm why the store matters so much. “One of the most touching was when a customer came in with her daughter and her own mother. She said, ‘My mom brought me here when I was little, and now I bring my daughter.’ That multi-generational connection is rare and beautiful. It shows the power of being local, consistent, and personal.” Even during the pandemic, the community’s loyalty was clear—a customer once called just to buy a gift card, wanting to support the store’s future even without needing anything immediately.

Running a small retail business in a city like Chicago comes with its share of challenges. Rising rents, inflation, supply chain disruptions, and the pressure of competing against big-box stores and online giants test every small business owner’s grit. On top of that, the shift toward digital shopping and social media demands constant adaptation. Scott admits, “Wearing all the hats is tough. I’m the accountant, buyer, marketer, and sometimes even janitor. But the reward of knowing we’re helping families build memories makes it worth it.”

Photo byTheresa Hoban

Looking ahead, Scott and the Timeless Toys team are focused on expanding beyond the store’s walls. Plans include more community events—birthday parties, playdates, seasonal celebrations like their Young Inventors Challenge and holiday scavenger hunts—to make the store a true hub for play. They’re also growing their online presence with a new website and improved local delivery options, aiming to bring their personal touch to customers near and far. Recognizing that play isn’t just for little kids, they’re adding products and experiences for tweens, teens, and adults who embrace the joy of hands-on fun.

At its heart, Timeless Toys is about more than just selling toys. It’s about nurturing imagination, fostering connection, and making space for play in a fast-paced, digital world. For Scott, that mission is deeply personal. “Play is essential—not a luxury,” he says. “We’re proud to help families make memories, build traditions, and find joy, one timeless toy at a time.”

Timeless Toys
📍 4749 N Lincoln Ave, Chicago, IL 60625
👤 Owner: Scott Friedland
🎲 Known for: Curated, screen-free, educational toys and community-centered events
📅 Established: 1994, founded by Harry and Martha Burrow
🌟 A neighborhood staple where generations connect through the power of play
🕰️ Open Mon - Sat from 10a to 6p, Sun from 10a to 4p.