Business Conversation: Catch a Falling Star and Midnight Madness

Catch a Falling Star is one of those specialty stores that makes you wish you were young enough to spend a whole day playing with Legos. Owner Deran Muckjian took time out of preparing for Monday’s Midnight Madness sale to talk toys and the holiday season.

WP: How did you get into this field?

DM: I worked in the toy industry for 30 years now, starting with the larger retail end of things. I was the vice president of Bradlees back in the days of that super store. After that, I decided that he wanted to open a small chain of stores, one in Lexington and one in Belmont. This location was the first. I was trying to see what demographics and income and families to open a specialty toy store. There’s almost a specialty store in every town, so that’s why you have to pick and choose the best spots.

The toy industry is shrinking and kids are growing up too quick. But I try to offer a wide variety of toys from birth to pre-teen age. Above that, I may get customers for board games, but after that it lowers off.

I’m not a destination for everything, but they’ll find unique products with an education flare that fits their needs.

People come to our stores for the customer service. You can find toys at department stores, but they wont show you what is best for a certain ago and help you find what you need.

WP: Let’s talk about the Midnight Madness sale.

DM: I started it 12 years ago, I was the only merchant doing it at the time. Then I invited a few others to join and it manifested into what it is now. “I was thinking ‘gee, how am I going to compete with malls?’ and ‘how can I make this fun and unique?’”

WP: Sounds great.

DM: We wanted to offer an easy shopping experience for parents who work late or can drop the kids off with a sitter. I started it the first year that one parent would stay home to watch the kids and the other would go out shopping for a discount.

WP: What is the discount?

DM: Twenty percent across the board.