Address: 1400 South Foothill Drive #108
Telephone: 801-581-1060
Website: tutoringtoy.com
District: East Bench
“Let’s go do something, have some fun.” After twenty-five years in the corporate world, Bill Sartain was ready for a change. His wife, Diane, was willing to consider the possibilities, although neither could have imagined that their next venture would involve thousands of toys, generations of children, and nearly four decades as beloved Salt Lake shopkeepers of The Tutoring Toy.
Growing up in Northern California, Bill knew the value of hard work from an early age. Raised in a family with limited means, he took his first job washing dishes at thirteen, later working in a veterinary hospital while attending school. He studied sociology and psychology at San Jose State University before pursuing a business career that took him from San Francisco to Los Angeles and eventually New Jersey. Rising through the ranks of the food industry, he spent much of his time traveling, overseeing operations throughout North America.
When his company proposed adding its European operations to his already demanding responsibilities, Bill decided it was time to make a change. He and Diane spent more than a year exploring possibilities, but nothing appealed to either of them. Then, one afternoon, Bill stopped at a toy store near his New Jersey office to find something special for his own children. “It was like an epiphany. It was like somebody hit me on the head and said, this is what you’re supposed to do.”
When he returned home and suggested opening a toy store, Diane immediately embraced the idea. Having trained as a pediatric intensive care nurse, she understood the importance of childhood development and the role toys could play in learning. Bill brought his business experience, and together they developed a concept that would distinguish their shop from traditional toy stores.
The couple returned to Utah where Diane had family, and opened The Tutoring Toy in a small storefront in Holladay, across from the former Cottonwood Mall. Rather than organizing merchandise simply by category, they arranged toys according to developmental stages, beginning with infants and progressing through childhood. Games, puzzles, and activities for adults ensured there was something for every age.
Diane took responsibility for selecting the merchandise, meeting with representatives, and managing the daily operations, while Bill oversaw the business and maintained a consulting practice for eighteen years. “It was her baby, not mine,” Bill readily acknowledged. Diane smiled as she recalled those early years. “I loved it. I loved it.”
As the business grew, the Sartains relocated to the Foothill area, expanding their space several times over the years. Today, Tutoring Toy Shoppe is among Salt Lake’s most established specialty toy stores, with an extensive selection of educational toys, games, puzzles, books, arts and crafts, and stuffed animals. Its impressive LEGO department has earned the shop Gold Standard recognition, giving the family access to new releases and sought-after sets. Longtime favorites such as BRIO, Bruder, Corolle, Gund, Ravensburger, and Calico Critters share shelf space with the latest trends.
Their son Casey, who grew up around the business, now oversees purchasing and has developed an extraordinary knowledge of toys and games. He is also deeply involved in an independent toy retailers’ buying group, having served as chairman of its board of directors. Through this network of approximately one hundred fifty retailers, he exchanges information about products, manufacturers, and industry trends, helping keep Tutoring Toy Shoppe at the forefront of the specialty toy business.
Yet despite the changes in retailing, Bill and Diane have remained steadfast in their approach. At eighty-five, Bill continues to greet customers alongside Diane, offering the kind of personal attention that has become increasingly rare. They remember families, help grandparents select gifts, and delight in seeing children who once visited the store return as parents themselves.
“We have a relationship with so many of these kids,” Bill explained. “We feel like we’re contributing to the development of children and putting a little joy in our customers’ lives. That’s what drives us to stay in the business.”
