Fairhope’s Fantasy Island Toys Named Silver Alabama Retailer of the Year During 50th Anniversary and Record Sales Year

FAIRHOPE, Ala. — A Fairhope toy store that has been sparking children’s imaginations for half a century has picked up statewide recognition during its anniversary year.

Amanda Calhoun and Stephanie Bell, who lead Fantasy Island Toys, have been named Silver Alabama Retailers of the Year by the Alabama Retail Association. The award recognizes the store’s commitment to giving children and families a place to discover the joy of play.

“It’s just a phenomenal honor because fellow retailers, who really understand the business of retail and the challenges and all the rewarding aspects that come along with it, have given us this award because of the growth that we’ve seen and our commitment to our community,” Bell said.

Founded in 1943, the Alabama Retail Association represents more than 4,500 members operating more than 6,000 locations statewide. Fantasy Island Toys has been a member since 1994.

Fifty years of play

The award comes as the store celebrates its 50th anniversary. Jeane Byrd founded the business in 1976. She started out working in decoupage before a salesman suggested she begin selling toys, a suggestion that eventually led to the store.

Her daughter, Ginger Milligan, said Byrd believed deeply in giving children space to think and imagine, a belief she said feels especially relevant at a time when parents often turn to electronics to entertain children.

“One of her sayings from way back, everybody that ever interviewed her, she would say the same thing,” Milligan said. “She said, ‘I want a place where we provide a very safe environment for children to explore their imagination. Where we can let kids’ imaginations go wild.’ She was very heartfelt and she deeply believed in allowing children to have space to develop as they grow up.”

A new generation of owners

In 2022, Calhoun and Bell purchased the business from Milligan, who had run it with her sister, Kathy Byrd. Milligan said she interviewed three potential buyers, and that she was immediately drawn to Calhoun when she recognized her as a customer.

“They took it over and it’s been great ever since,” said Milligan, now senior vice president of The Good Toy Group, a cooperative marketing and buying association for toy stores nationwide. “They include us in everything. They honor my mom. Even on their website it talks about the originator, the story about my mom and all.”

She said the new owners still ask her opinion. “We all belong to the toy industry and see each other all the time,” she said.

Calhoun and Bell have also opened a permanent pop-up location at the Urban Emporium in downtown Mobile.

A record year

Bell said 2026 has been the store’s top sales year to date.

“Honestly, it’s really moving,” she said. “The work that we do every day, how we try to serve the community and just to see the fruits of our labor is such a good feeling.”

Milligan agreed that the recognition is earned. “They deserve it,” she said. “For three years in a row, they have put blood, sweat and tears into it. They love it as much as I did, as much as my family did, and they deserve every second of the recognition. They definitely deserve the award.”