Local toy store’s generosity ensures birthday gift for every child

This piece is sponsored by Children’s Home Society.

A toy store is more than shelves filled with games and stuffed animals. It fuels creativity, sparks imagination and turns ordinary days into something special. For 18 years, Kidtopia has created that kind of magic for children across Sioux Falls. But within its bright aisles, something even more meaningful took place. Each month, Kidtopia helped make birthdays brighter for every child at Sioux Falls Children’s Home Society — reminding kids they were seen, valued and special.

For many of the children served at CHS, birthdays have never come with a wrapped gift or a celebration of their own. Some have never received a birthday present before. Through a simple but powerful idea, Sheryl Nelson made sure that changed.

“Those kids need to feel special too,” Nelson said. “That’s how I wanted to help.”

Visit left impression

Nelson first encountered CHS while serving as a volunteer chaperone on her daughter’s kindergarten field trip. That single visit left a lasting impression.

“It really impacted me. It opened my eyes to a lot of things with the kids and their struggles there,” she said. “That was always kind of in the back of my mind.”

Years later, CHS resurfaced in an unexpected way. In 2007, Nelson was a stay-at-home mom and substitute teacher in Brandon. She wanted something more consistent and looked for a new job opportunity.

About that time, the original Kidtopia opened at The Bridges at 57th location. Nelson initially picked up a job application for her older daughter, but after reading it, she realized it sounded like something she would enjoy herself. She applied and was hired.

While working at the store, she met two employees who also taught at CHS. Conversations with them brought back memories of her visit.

“We talked a little bit about the types of things the children were going through,” Nelson said. “Not specifics of who the kids were, but it brought back all my old feelings about CHS and what I remembered about my tour.”

Buying the business

Six months after Kidtopia opened, Nelson approached the original owners about buying the business. They agreed, and she took over March 1, 2008.

“I always wanted my own business,” she said. “I’m a farmer’s daughter. Everything’s entrepreneurial.”

Owning the store gave her the opportunity to act on what had been weighing on her heart.

“I was looking for something we could do and, of course, with toys, it’s kids,” Nelson said. “Being a store owner, I felt it was my responsibility to help the community in some way. I believe it’s our responsibility to make an effort to reach out and help community members any way we can.”

She knew exactly where she wanted that effort to go.

“I thought, you know what? Those kids at CHS need to feel special too,” she said.

Each month, CHS staff sent Nelson the names, ages and, in recent years, gift ideas for children with upcoming birthdays. She posted the names and ages on a board in the store and invited customers to shop for a child. She suggested gifts in the $35 to $40 range and offered a 20 percent discount.

Some customers shopped for the gifts themselves. Others handed her cash and asked her to choose something on their behalf.

“Some people didn’t want to shop, so they’d just give us $20 or $50,” she said. “Sometimes, a few customers would give $100. It was just amazing!”

If toys were not bought by the end of the month, Nelson stepped in.

“Most of the time, we got the gifts we needed,” she said. “But if we didn’t, I never wanted any child to go without a birthday present.”

Nelson also shared the drive online. Toy store owners she knew from the East Coast and sales representatives in Minneapolis sent money to support the effort.

“Toy people care,” she said. “We’re all about kids, and they wanted to make sure the kids got a present.”

Memories to last a lifetime 

When CHS staff began including gift ideas, the requests ranged from predictable to unforgettable. Legos topped many lists. One request, however, stood out: salami.

“We saw salami on this little boy’s list and were dying of laughter,” Nelson said, laughing. “My employees asked, ‘Are you going to get him salami, Sheryl?’ I said, ‘Heck yes. I’ve got to go get him some salami.’ That’s something exactly like what my son would’ve written.”

That afternoon, Nelson walked to the store across the street and searched the aisles for the needed salami.

“The salami was secured,” she said, chuckling.

Growing impact

As Kidtopia grew, so did Nelson’s reach. She expanded to Dawley Farm Village in 2014. In 2022, she closed the original Bridges at 57th location and consolidated operations. Through every transition, the birthday drive continued.

“It takes a village,” she said. “The kids are the infrastructure of our society. If you take care of them and let them know they’re loved and needed, they’re going to want to be a good part of society.”

Nelson believes that generosity changes both the child who receives the gift and the person who gives.

“We get so caught up in life. It’s good to stop and think of others. Besides, you benefit more from giving than you do from getting.”

Honoring 18 years of kindness

When Faron Lais, volunteer coordinator at CHS, learned that Nelson was closing Kidtopia, she wanted to make sure the community recognized Nelson’s kindness and dedication.

“I wanted to celebrate her, and I wanted the community to know about the amazing work she’s done for the kids for nearly two decades,” Lais said.

She discovered the SIOUXPERHERO program through the City Council and immediately submitted a nomination.

“For 18 years, Sheryl has been on a heartfelt mission to fulfill the birthday wishes of children at Sioux Falls Children’s Home Society. Each month, without fail, she has ensured that every child experiences the joy of receiving a gift on their special day, bringing smiles to faces that might otherwise be disappointed. When Kidtopia didn’t have the exact toy or game that a child dreamed of, Sheryl would reach into her own pocket to purchase their desired item.

The collaboration between Sheryl, Kidtopia and CHS has been nothing short of extraordinary. I am filled with immense gratitude for her vital contribution to our mission. I wholeheartedly nominate Sheryl for this recognition because of her unwavering commitment, which has brightened the lives of countless children at CHS over the years. Her extraordinary dedication is a testament to the joy and hope she brings, and it truly deserves to be celebrated.” 

—Faron Lais, nomination excerpt

On Jan. 20, Nelson received the SIOUXPERHERO award at a City Council meeting.

“I couldn’t believe it,” she said. “There are so many people who do good things in this town.”

After the meeting, Lais handed her a manila envelope filled with handwritten thank-you notes and drawings from the children whose birthdays she helped celebrate.

“I opened the envelope and couldn’t believe it,” Nelson said. “As I read the letters and looked at the drawings, I got emotional thinking about all those kids.

“Those mean so much to me,” she added. “Every single one of them.”

Next chapter of generosity 

For the children at Children’s Home Society, birthdays will continue to be celebrated — a testament to the lasting impact of  Nelson’s compassion. Another local toy store, Child’s Play Toys, has stepped forward to carry on the tradition and make sure every child still feels remembered on their special day.

“I wanted to approach Child’s Play and see if they would be willing to continue Sheryl’s legacy,” Lais said. “When I reached out to Sheryl, she told me she had planned to call Child’s Play herself to see if they could step in. Then, when I spoke with Nancy (Savage) at Child’s Play, she shared that she had been thinking about reaching out to Sheryl to offer help. It was like the stars had aligned!”

In a moment that felt meant to be, a new chapter began — one built on the same spirit of generosity that Nelson nurtured for almost two decades. Now, Nelson has closed Kidtopia and is preparing to move to Minneapolis to be closer to her youngest daughter. She looks forward to future grandchildren and time spent with family.

She plans to take the notes and drawings with her in what she calls her special box, alongside treasured mementos from her own kids. It’s her way of remembering 18 years’ worth of children who needed kindness and love — children who will always hold a special place in her heart.