Fleet Farm's annual Toyland tradition continues in Oconomowoc

Fleet Farm's holiday tradition extended to its new Oconomowoc location this year.

More than 60 years ago, Fleet Farm created Toyland as a way for families to get a jump on their holiday shopping. Toyland began with a few shelves and has grown to feature a curated list of more than 2,600 toys and gifts.

According to a news release, Toyland made its debut inside the new Oconomowoc Fleet Farm, 1555 Pabst Farms Blvd., Oct. 13.

Fleet Farm planned to showcase all-day doorbuster deals Oct. 13-15 on some of the season's most sought-after toys, according to the release.

"This is my third Toyland season working with Fleet Farm," said Nick Kiser, Oconomowoc Fleet Farm sales manager. "But Toyland started for me when I was younger and would wait patiently every holiday season for the Toyland catalog to come out. Once it arrived, it was our tradition to go through the catalog and circle what toys we wanted. My parents would then shop using that circled catalog as my holiday wish list."

The event supports the annual Toys for Tots drive.

"We know that our customers care about this community," Kiser said. "We will have a Toys for Tots collection bin at the front of our store, so while you shop for family and friends, don’t forget to shop for a child in need."

The Oconomowoc Fleet Farm donated 225 plush dogs for the Waukesha County Sheriff’s Department and village of Oconomowoc Lake and village of Summit Police Departments to distribute.