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November 17, 2000/Heshvan 19, 5761, Vol. 53, No.8
Wizard brings out child in people of all ages
BETH OLSON
Editorial Assistant
As you enter the door of Whimsical Wizard, you get the familiar rush of anticipation that once preceded a childhood birthday party or a trip to Disneyland.
As you walk around the store, you'll feel as if you're at an arts-and-crafts festival, where a small sample of each artist's items are on display.
Alan and Cathy Goldberg's Scottsdale toy store offers unique items: handcrafted dolls, hand-sewn princess dress-ups, music boxes, wooden trains, puzzles, marionettes and more.
"Most every item is handcrafted," says Alan Goldberg. The toys are "things that you wouldn't want to sell at next year's rummage sale."
Goldberg suggests that Whimsical Wizards products are not only for children, but for their parents, as well.
"We say they are children's art treasures, but they're also for the child in you. There are many things here for adults that are whimsical and unique," he says.
Because quality is important, all items, handmade or not, are carefully chosen, Goldberg says. He describes how he and his wife selected a line of scooters.
"Cathy and I researched them. We wanted to get the safest ones possible. (The line we chose) were tested in Germany and they have shock absorbers and a much better brake. The whole unit is the safest on the market today," he says.
The shop also carries Sedona resident Lou Rankin's stuffed animals.
"He licensed himself several years ago to (toy manufacturer) Applause, and Applause has maintained his design and integrity. It does an extraordinary job," he says.
The store has been at its current location in the Seville Shopping Center, at Scottsdale and Indian Bend roads, since July 1999. Prior to that, Whimsical Wizard was on Scottsdale's Main Street.
Before going into the toy business, the Goldbergs sold Latin American art at the Main Street location from 1996-1998. The business, known as Domingo Fine Arts, featured artist Domingo Garcia.
The Goldbergs moved to the Valley from Milwaukee, where Alan practiced law for 32 years.
"We have some good friends here. We love the area and didn't want to go back to the snow and cold," he says.
Alan and Cathy have been married for 23 years - the second marriage for each.
Alan's three adult children from his previous marriage, Andy, Heidi and Liza, all reside in Wisconsin.
Cathy has two adult children, John, who recently moved to Arizona and now works with the Goldbergs at Whimsical Wizard; and Chris, who has remained in Wisconsin.
Between them, the Goldbergs have five grandchildren.
Alan has always enjoyed art. He recalls that before he became a retailer, he frequented art fairs. "I thought art was a necessity - that everybody should have art."
The couple now goes to art fairs to search for artwork to feature in their store, from artists as near as Mesa and as far as England.
Alan Goldberg is looking forward to a lucrative winter season, following the typically slow Arizona summer.
"This time of year is do or die. ...There are really two seasons. Hanukkah and Christmas are combined, but then you have the tourists (who) start coming in January and stay until April, maybe some into May," he says.
Whimsical Wizard is located at 7001 N. Scottsdale Road, #162. The Web site is www.whimsicalwizard.com.
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