Rockford, Illinois

Our Story

Sallie Prince LLC started with a simple belief — that every child deserves toys that actually matter. Not disposable plastic. Not generic. Real toys, built for real stages of childhood, chosen by someone who truly cares.

From Rockford, With Love

Sallie Prince LLC was founded in Rockford, Illinois with one mission: to be the toy shop that parents trust and kids adore. We hand-select every toy in our catalog, testing for safety, age-appropriateness, and that all-important "will they actually play with it?" test.

We're not a warehouse. We're not a big box store. We're your neighbors at 3207 Alida St — a boutique that treats every purchase like it's going under our own children's tree.

Every product in our catalog passes our 12-point safety checklist, including ASTM F963 compliance, age-grade testing, and material safety verification. Because we believe the best toy is one that's as safe as it is fun.

What We Stand For

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Safety First

12-point safety checklist. ASTM F963 compliant. No compromises, no shortcuts.

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Age-Right Toys

Organized by developmental stage so every toy meets your child exactly where they are.

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Learning Through Play

We prioritize toys that build skills — STEM, creativity, language, and social development.

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Local & Personal

Rockford-based, family-run. We know our customers by name, and we know toys inside-out.

Our 12-Point Safety Checklist

Every single toy we carry must pass all 12 points before it earns a place on our shelves.

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ASTM F963 toy safety standard compliance

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Age-grade tested and verified

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BPA-free and non-toxic materials

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No small parts for under-3 items

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Sharp edge and pinch-point testing

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Lead and heavy metal testing certificates

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Durability tested for 6+ months of daily use

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Battery compartment security (where applicable)

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Cord and string length safety (under 12")

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Volume limits on electronic/musical toys

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Actual child play-testing for intended age group

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Parent satisfaction and repeat-purchase tracking