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Toyland Tradition at Fleet Farm Opens on Oct. 12

APPLETON, Wis. (October 2019) – Fleet Farm is proud to announce the grand opening of Toyland in all Fleet Farm locations on Saturday, Oct. 12, at 6 a.m..

Fleet Farm created Toyland in 1957 as a way for families to get a jump start on their holiday shopping. This time-honored tradition started with a few shelves and has grown to feature a hand-picked list of more than 2,600 top toys and gifts.

To celebrate the occasion, the first 150 customers will receive a free Melissa & Doug 32-piece Farm Friends Floor Puzzle. With a focus on value, Toyland will showcase all-day doorbuster deals, Oct. 12-14, on the season’s most sought-after toys.

“Our toy merchants scour the country and the world for top toy trends to give our customers a jump start on the best toys of the season,” said Heath Ashenfelter, Fleet Farm Chief Merchandising Officer. “We are excited to bring our Fleet Farm customers an early look at what’s hot in toys and some really outstanding deals.”

Fleet Farm will offer its doorbuster Toyland deals just in time to support the annual Toys for Tots drive.  “We know that our customers care about their community,” said Ashenfelter. “We will have Toys for Tots collection bins at the front of all of our stores, so while you shop for family and friends you can support a child in need.”


Fleet Farm has served hardworking Midwestern families since 1955, offering a unique mix of high-quality, value-priced merchandise and services for active, outdoor, suburban and farm communities. Customers can find fishing, hunting and outdoor products, auto parts, farm and pet supplies, home improvement and household goods, clothing and footwear, toys and food, plus services like gas, car wash and auto repair. Fleet Farm has 44 stores located across the Midwest. The company’s headquarters is in Appleton, Wisconsin. For more information, visit