Over the Rainbow

Similar to the changing tides of Austin, Moore said he has come to realize toys, too, change in popularity throughout the years.

"When I started the business, there was no Toys R Us here. There were a lot more toys you could buy that were actually manufactured in Europe," he said. "These days, very little is manufactured in Europe or the U.S. It's a business dominated by Chinese manufacturers."

That shift made it difficult to find more unique toys, he said. However, Moore said Over the Rainbow continues to thrive with its staple selection of dolls, games and playsets.

The store's book section has also benefited from recent changes, now offering written content geared to age groups ranging from preschool to young adult. Over the Rainbow's science-geared toys have also gained momentum with both boys and girls, Moore said.

"In the toy category, that's a difficult one for boys because they're typically more into the electronic stuff, which we really don't carry. Girls we're a little stronger in," Moore said.

The store typically does not carry the so-called "hot item" of each holiday season because of the lack of stocked items from popular mass brands, he said. The store overcomes that adversity, Moore said, by being in a supportive neighborhood and by providing gifts that few children will have in their toy box.

"We love the customers," Manager Tish Martinez said. "We just help them in any way we can, visit with them. Some just come in to say 'hi' when they're in the neighborhood."

Despite the holiday season being just around the corner, Moore and Martinez said it is too early to peg what their top seller will be this year.

Even though the store reaches its peak revenue from holiday shopping, Moore said Over the Rainbow also fares well year-round from repeat customers seeking unique birthday gifts.

Over the Rainbow, 2727 Exposition Blvd., 512-477-2945, www.overtherainbowaustin.com, Hours: Mon.–Fri. 9:30 a.m.–5:30 p.m., Sat. 9:30 a.m.–5 p.m.