The Mulberry Moose, where the theme is 'fun'

Williamsport, Pa. — You might have driven or walked by a white brick building on Mulberry Street in Williamsport and noticed a fanciful moose on the sign out front. And if you've yet to go inside, here's a spoiler alert. It's filled with joy, in the form of toys, games, costumes, puzzles, experiments, magic tricks, and more.

Three years ago, Nicole Desaulniers was ready to make a change in her life, and she moved from Delaware to Williamsport. A close friend had relocated to the area in the mid-90s, and Desaulniers had been here to visit many times. Her impression of the area? Affordable, friendly, a good pace, a good place.

Desaulniers was getting settled, and on walks with her dog, she passed a quaint building on Mulberry Street, between East Fourth Street and Little League Boulevard where Lycoming College's campus meets the downtown. She took notice of its charm, and even more that it had a "for rent" sign in the window.

Working with the building's owners, her vision, a toy store, began to take shape.

"My goal was to make the store whimsical, magical," she said. A blank canvas inside, she envisioned the front retail space filled with toys and games, a corner for play. A hallway leading to the back rooms became the "fairy hallway," and a space in the rear of the store, dedicated to toddlers and babies.

Recognizing the need for a brick-and-mortar toy store was one thing, understanding the market is another. "I've worked hard to offer toys and gifts that are affordable," she said. "Seventy-five percent of the items here sell for between $15 and $30."

So while one feels as if they're in a high-end store, the majority of the toys, games, and gifts she sells are reasonably priced. Attending the Las Vegas Toy Convention, "Toycon," earlier this year helped Desaulniers decide what she'd offer, and at what price point.

Desaulniers' vision grew from the roots of her own history, working in a toy store as a buyer and manager on the Delaware shore for many years. Williamsport, she noted, had no independent toy store. Recently, the Purple Platypus, a long-standing toy shop in Lewisburg, closed its doors. A shop called the Growing Tree in State College may be her nearest independent toy store competitor, she thought.

Nicole uses the term" competitor" loosely. In her short time as an area small business owner, she has earnestly networked with other local businesses. The Otto Bookstore , America's oldest, independent bookstore, is walking distance down West Fourth Street. "They do a great job selling books, so I don't need to do that," Desaulniers said. While she stocks a few books, she's happy to leave that market to the Otto Bookstore, and help direct customers there.

Another local shop called Make Art Supplies , located in the Pajama Factory complex at 1307 Park Avenue, carries an extensive line of art supplies, paints, craft materials, and more. "I sell a few craft kits and artsy supplies, but Make Art Supplies has just about everything," she said. She happily directs customers looking for specific art supplies there.

A Chamber of Commerce member, and member of the Williamsport Business Association, Desaulniers has quickly weaved herself into the fabric of the small business community. "I don't know if I would have done this without Ignite Business Services ," she said. Connected through the Williamsport Business Association, Ignite helped establish her bookkeeping and manage the business side of running a business, allowing her the freedom to prepare and open the store.

Mulberry Moose celebrated its grand opening on June 22 with a party and a ribbon cutting hosted by the Williamsport/Lycoming Chamber of Commerce. Since, Nicole said she has met a range of residents, from grandparents shopping for the "apples of their eye," to parents, college students, and so many kids. "Seeing the amazement and joy in their eyes when they walk in is one of the best parts of owning a toy store," she said.

Located within walking distance of many other downtown shops, Mulberry Moose is also next to an orthodontist on one side, and the rear of the James V. Brown Library on the other. The store is easily accessible from the Basin Street Exit off Route I-180/220.

"I see resilience, grit, and loyalty in the residents in this area, and I wanted to bring something that helped lift it up," Desaulniers said. "My plan is to be here a long time."