Some small businesses just get it. The Toy Department is one of them. Think: vintage collectibles, nostalgia-fueled toy shelves, and the kind of place that makes grown adults do double-takes.
What started as a passion project among four friends turned into a Cincinnati hotspot for pop-culture lovers and collectors alike. And while the toys take center stage, it’s their custom merch that quietly amplifies the brand beyond the storefront.
Key Takeaways
- Branded t-shirts help boost The Toy Department’s brand identity
- Customers asked for merch, so they made it happen
- UberPrints simplified the process with consistent, quality prints
- Shirts are a brand touchpoint, not a core product
- It’s all about connection, not conversion
The Toy Department at a Glance
Built on a Love for Toys
In 2018, four collectors decided it was time for Cincinnati to have a proper toy shop. The result? A retail experience that feels part museum, part fan cave—with aisles of Star Wars, GI Joe, and rare Kenner prototypes to prove it.
A Physical-Only Philosophy
They don’t ship toys. They don’t mass list products online. They want you to walk in, take it all in, and maybe find that thing you didn’t know you needed. Their branded merch? It reflects that same no-pressure, community-first approach.
Why Add a T-Shirt Line?
Customers Wanted It
Frequent visitors started asking for shirts. And The Toy Department listened. The result: simple, fun, wearable designs made for fans, not followers.
Not a Business Shift
They’re not trying to be a t-shirt brand. Their custom t-shirts simply support visibility, give customers something cool to wear, and help grow the brand without needing to reinvent it.
What Makes Their Merch Work
Designed With Identity in Mind
Their t-shirt line captures the store’s spirit—bold, nostalgic, and just niche enough to make fellow collectors nod in approval. No over-the-top slogans. Just thoughtful designs and a well-placed logo.
Powered by UberPrints
“We’ve used other print shops before. UberPrints made it easy and fast. No stress, just good shirts,” says co-owner James Sawyer.
The team used UberPrints’ platform to:
- Customize designs with their business logo
- Place consistent, affordable bulk orders
- Turn ideas into real shirts with quick turnaround times
- Restock easily when inventory got low
How They Use the Shirts
In-Store Uniforms
Staff wear them while working. It adds polish without feeling stuffy and reinforces the brand for first-time shoppers.
Light Retail, Big Impact
Shirts are displayed in-store and available in multiple styles. There’s no hard sell—just a small display and a checkout suggestion for anyone looking to take a little piece of the store home.
Why It’s About Brand (Not Sales)
Subtle Promotion
The Toy Department doesn’t use branded apparel to generate massive t-shirt sales. They use it to build brand recognition, loyalty, and a sense of belonging.
Brand Identity Worn Proudly
Their custom products aren’t flashy—they’re consistent with their tone. That means simple shirts that customers actually want to wear, which just so happens to promote their brand every time someone leaves the house in one.
Bulk Ordering That Makes Sense
Scalable for Small Business
Bulk ordering through UberPrints helped The Toy Department stay cost-effective, minimize effort, and still get great results. Quality print? Check. Affordable prices? Yep. Easy reordering? Also yes.
Built for Repeatability
As they update merch seasonally, UberPrints’ design tools let them experiment with new t-shirt designs, refresh logos, and keep things fresh without blowing the budget.
Still True to Their Roots
Even with shirts available online, The Toy Department stays grounded in its mission. They’re not chasing influencer marketing or email campaigns; they’re keeping it real, and their audience appreciates that.
Thinking About Starting Your Own Merch?
If you’re a small business, custom merch isn’t just a nice-to-have, it’s a low-barrier way to build brand awareness and turn everyday customers into fans.
You don’t have to become a t-shirt store. Just design with intent, use a platform like UberPrints to create what you need, and let the shirts do their thing.
Whether you want to sell t-shirts online, gift them in-store, or wear them behind the counter, it’s about representing your brand in a way that feels personal.
Quick Tips for Better Merch
- Keep your t-shirt designs clean and on-brand
- Choose quality fabric—customers notice
- Display merch near the checkout for easy access
- Update graphics seasonally (or when inspiration strikes)
- Start small and build based on feedback
What Makes a Good Custom Tee?
Key Elements to Think About
- It reflects your brand’s voice
- It’s something your customers will actually wear
- It feels good, looks great, and fits like a favorite
- It’s easy to reorder and doesn’t drain your budget
- You can print it without headaches (we can help with that)
FAQ: Merch Strategy for Small Businesses
1. Do I need to be a t-shirt business to offer merch?
Not at all. The Toy Department isn’t, and their branded apparel works because it supports, not defines, their brand.
2. How can I sell t-shirts online without inventory stress?
At UberPrints, we handle the printing, shipping, and customer fulfillment so you can focus on the fun part: design.
3. What should I consider when designing shirts for my business?
Start with your logo and color scheme. Add a slogan, tagline, or inside joke only your regulars would get. You’re not just making shirts, you’re making brand moments.
4. Will merch actually grow my audience?
Yes, especially when worn outside your store. It’s a subtle, effective brand marketing that pays off in long-term visibility and recognition.
Still have questions? Chat with our team or shoot us a message. We’re here to make sure your shirt design journey is fun, easy, and totally mistake-free.
Start Your Brand’s Merch Journey
The Toy Department shows that you don’t need a huge campaign or design team to make merch work. You just need a reason, a little inspiration, and a partner who can help bring it to life.
We’re here for that part.