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New toy store geared towards ‘nerds’ and ‘geeks’ opens in Fargo

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FARGO--While stores such as Toys “R” Us are closing their doors because many shoppers prefer to buy online, a Fargo man recently opened a brick and mortar store after five years of selling online.

Shawn Roche opened Disenchanted Toys last month in a building formerly used by Simonson Lumber at 2360 Main Avenue.

Roche said he grew tired of the shipping expense and of competing with online giants such as Amazon.

He describes his merchandise as “pretty much anything geeks- and nerds-related.”

That includes action figures, stuffed animals, wallets, jewelry, lanyards, clothing and other toys.

Roche said he carries merchandise and brands such as Mezco, Buy World and Kid Robot that shoppers likely won’t find anywhere else in town. He said his best sellers are likely the Funko Pops, which are a line of bobbleheads based on popular television and movie characters.

Roche has always had an interest in business. He said he chose this line of merchandise because “geeks and nerds have money.”

“I’m going where the money is,” he said.

While Roche has predominantly bought and sold merchandise online until now, he’s built up a customer base here in town by operating booths at events here such as ComicCon, ValleyCon and CoreCon. He said that has helped generate foot traffic at his new store.

He’ll continue to sell a little online, but his main focus will now be on the physical store.

“It’s my little baby,” he said.


What: Disenchanted Toys

Where: 2360 Main Ave., Fargo

Hours: 10 a.m. to 6 p.m. Sunday through Thursday; noon to 10 p.m. Friday; and noon to midnight Saturday. Hours are subject to change.


Contact: (701) 232-0380 or email