FAIRHOPE — Amanda Calhoun and Stephanie Bell, who lead Fantasy Island Toys in Fairhope, were named Silver Alabama Retailers of the Year by the Alabama Retail Association.

Founded in 1943, the Alabama Retail Association represents businesses across the state. It has more than 4,500 members operating more than 6,000 locations statewide and advocates for and supports retailers. A member since 1994, Fantasy Island Toys has created years of memories on the Eastern Shore through its selection of toys, games, books, crafts and more. The award recognizes the store's commitment to providing a place where children and families can discover the joy of play.

"It's just a phenomenal honor because fellow retailers, who really understand the business of retail and the challenges and all the rewarding aspects that come along with it, have given us this award because of the growth that we've seen and our commitment to our community," Bell said.

The award also comes as Fantasy Island Toys celebrates its 50th anniversary. The business was originally founded in 1976 by Jeane Byrd. She started working in decoupage before a salesman suggested she start selling toys, which eventually led to the opening of the toy store.

In an age when parents look to electronics to entertain their children, Byrd's daughter, Ginger Milligan, said her mother had a deep belief that children should have a place where they are allowed to have thoughts and let their imaginations run free.

"One of her sayings from way back, everybody that ever interviewed her, she would say the same thing," Milligan said. "She said, 'I want a place where we provide a very safe environment for children to explore their imagination. Where we can let kids' imaginations go wild.' She was very heartfelt and she deeply believed in allowing children to have space to develop as they grow up."

In 2022, Amanda Calhoun and Stephanie Bell purchased the business from Milligan, who previously ran it with her sister, Kathy Byrd. According to Milligan, she interviewed three potential buyers when she was planning to sell the business, but when she first saw Calhoun and recognized her as a customer, she said it was an immediate draw.

"They took it over and it's been great ever since," Milligan, now the senior vice president of The Good Toy Group, a cooperative marketing and buying association for toy stores across the country, said. "They include us in everything. They honor my mom. Even on their website it talks about the originator, the story about my mom and all. It's on there and so I think that's super sweet. We all belong to the toy industry and see each other all the time and they still ask my opinions about things. They'll run things by me and ask me what I think and stuff like that. I think that's nice."

Calhoun and Bell have continued to carry on the legacy of Jeane Byrd and her vision, having also opened a permanent pop-up location at the Urban Emporium located in downtown Mobile.

In addition to the 50th anniversary celebrations and being bestowed with an award, Bell also said it was a record year for Fantasy Island in terms of sales, saying 2026 is their top sales year to date.

"Honestly, it's really moving," Bell said. "The work that we do every day, how we try to serve the community and just to see the fruits of our labor is such a good feeling."

"They deserve it," Milligan said. "For three years in a row, they have put blood, sweat and tears into it. They love it as much as I did, as much as my family did, and they deserve every second of the recognition. They definitely deserve the award."