About Us

Winkie’s Toys & Variety is a third generation family-owned toy store located in Whitefish Bay, WI, just miles north of Milwaukee, WI. 

The legacy started in the 1960’s with a variety store which also carried Hallmark greeting cards, as one of the only businesses licensed to do so in the area for years. Through decades, residents of Milwaukee loved exploring each of the five store locations including one at Santa Monica and Hampton, three located on Milwaukee’s north side and the current location at the corner of Silver Spring and Lake Drive in Whitefish Bay.  In the 1980s, the Stuhlmacher family narrowed the businesses to the main ship location on the popular corner, which is continues to be a local favorite.   Brothers Terry and Tom oversaw the business in the wake of the retirement of their parents, Tom managing the upstairs Hallmark portion, while Terry leads the toy and variety business in the basement. 

“Our family loves the legacy our parents have built in Milwaukee with a local, family-owned and operated corner store,” says Terry Stuhlmacher.  “Continuing the traditions we built here with my daughter Sarah and son Michael is an incredible gift.  The community saw my children grow up here, just like we’ve seen their kids grow and become our new customers.  This is a special area.”

The seasonal offerings are many locals’ favorites.  Stopping in to get decorations for the Whitefish Bay Fourth of July parade or holiday gifts and stocking stuffers. 

“The feedback we hear the most from our customers is the appreciation for a trusted corner store to pop in for a birthday gift, hostess gift or holiday gift… and have it gift wrapped for free,” says Sarah Stuhlmacher, third generation of Winkie’s Toys and Variety.  “It’s important for us to offer a great variety of trusted, award winning toys and gifts, while topping it off with quality customer service.”

While all of the gifting and quality service is top notch, the candy selection can’t be overlooked!  For generations, Milwaukee and Whitefish Bay residents LOVE the classic candies, as well as the newest on the market.   Whether you’re filling gift bags for a birthday party or picking up a little treat for yourself, don’t miss out on the candy downstairs at Winkie’s Toys and Variety!

No matter what’s on your to-do list today, the Stuhlmacher family welcomes you to celebrate any occasion, holiday or celebration with them, or just pop in to see what’s new!  

Don’t forget to say hi!

The Stuhlmacher family of Winkie’s Toys and Variety: From left to right: Michael, Beth, Steven, Sarah and Terry. Every holiday season, we make sure to have a special family dinner together. We wish you and your family a special time together anytime you can.

Read about us in Onmilwaukee.com’s article from May 2008

Terry Stuhlmacher, co-owner of Winkie’s, says the best part of his job is seeing fathers who grew up shopping at the Whitefish Bay variety store bring in their children for a toy or treat.
“You’d be surprised how many dads come in here and say they shopped here as kids,” says Stuhlmacher.

-onmilwaukee.com, May 2008