Geppetto's will celebrate its 50th anniversary on Sept. 19, 2026, with a party at every location and a pledge to donate at least $50,000 to Rady Children's Hospital. The independent toy chain operates nine stores across San Diego County, including its La Jolla Village shop at 7850 Girard Ave.

The Girard Avenue store will host giveaways, discounts, treats and entertainment from 9 a.m. to 3 p.m., the San Diego Union-Tribune reported. That location opened in 2001 and is one of the chain's longest-running shops.

The centerpiece is a custom 50th Anniversary NeeDoh squishy toy, created with toy maker Schylling. Geppetto's said on Facebook that Schylling chose the chain for its only custom NeeDoh of the year.

The limited-edition toys go on sale at all nine stores Sept. 19, with a limit of two per customer. All proceeds go to Rady Children's Hospital, and Geppetto's has guaranteed a minimum $50,000 donation.

Alex Loker, vice president of philanthropy for Rady Children's Hospital Foundation, said in a news release quoted by the Union-Tribune that the hospital is grateful Geppetto's is sharing its milestone in a way that benefits patients and families.

Owner Brian Miller, a La Jolla resident, bought the original Old Town store and built the chain after returning to San Diego following his father's death in 1991. The first Geppetto's opened in 1976 in the Bazaar del Mundo plaza in Old Town, run by the Rush family. Miller grew up next door. He kept the name and expanded to nine locations, including Carlsbad, Coronado, Del Mar, Fashion Valley and Westfield UTC.

Miller told the Union-Tribune that multigenerational loyalty keeps the stores going: customers who visited as children now bring their own kids and grandchildren. He selects and tests every toy on the shelves himself.

"What greater compliment is there to a business than having a child bring in their piggy bank money and want to spend it in our store?" Miller said. "… I take that as a big compliment and a big responsibility. I want that kid to buy something for his $5.67 that he's going to remember."

The chain has sold hundreds of thousands of NeeDoh toys in 2026 alone, according to a separate Union-Tribune profile. Miller said 2026 is the company's biggest year of growth ever, with every year except the pandemic year showing increases.

Geppetto's also donates toys to local preschools, schools and social service programs. The store is a longtime contributor to the La Jolla Art & Wine Festival and will sponsor the Geppetto's Toys Family Art Center at this year's festival on Oct. 10 and Oct. 11.

The Sept. 19 celebration runs 9 a.m. to 3 p.m. at all locations.