7 Surprising Secrets Behind Froggie's 5 & 10's Massive Dallas Comeback

Few local businesses survive a major city relocation, a global pandemic, and the rise of e-commerce, but Froggie's 5 & 10 is not a typical store. As of December 2025, this iconic Dallas institution, known for its nostalgic charm and quirky inventory, is thriving in its new East Dallas location, having successfully navigated a monumental move from its decades-long home on Knox Street. The store's enduring success is a testament to its unique business model, the dedication of its longtime owner, and a community that refuses to let go of its childhood memories.

The story of Froggie's is more than just a retail tale; it is a powerful case study in preserving local culture and adapting to modern challenges while staying true to a classic 'five-n'-dime' spirit. From a surprising merger with its sister store, Betty Lou, to winning major city awards, the beloved shop has cemented its status as a must-visit destination for gifts, novelty items, and a healthy dose of pure nostalgia.

The Profile: Anne McGilvray and the Legacy of a Dallas Icon

Froggie's 5 & 10 is deeply intertwined with the life and legacy of its owner, Anne McGilvray. Her vision and commitment have been the driving force behind the store's decades-long run, making it one of Dallas's most cherished retail destinations. The store itself is a retail profile of a classic American concept adapted for a modern, high-end market.

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• Owner's Full Name: Anne McGilvray
• Affiliated Businesses: Owner of both Froggie's 5 & 10 and its sister gift boutique, Betty Lou.
• Original Location: Knox Street, Dallas, TX (Lease expired, and construction issues prompted the move).
• Current Location: Hillside Village, East Dallas, TX (6465 Mockingbird Lane).
• Founding/Longevity: Has been in business for more than 25 years, opening in 1996.
• Current Status (2025): Fully operational and highly successful in its combined 4,700 square feet space in East Dallas.
• Community Recognition: Winner of the Dallas Observer's "Best Toy Store" award in 2023.

Anne McGilvray, an 81-year-old (as of a 2022 report) and a longtime Lakewood resident, personally oversaw the challenging relocation. Her decision to move the store closer to her own neighborhood and merge the operations with the Betty Lou boutique proved to be a strategic masterstroke, ensuring the survival of both beloved brands.

The Shocking Relocation: From Knox Street to Hillside Village

The biggest news surrounding Froggie's 5 & 10 in recent years was its highly publicized and emotional move. After decades of serving the community from its iconic Knox Street address, the store faced the inevitable pressures of urban development and rising commercial rents.

The store's lease was set to expire, and ongoing construction on Knox Street significantly hurt foot traffic, making the decision to leave a necessary one. In late 2021, Froggie's and Betty Lou began packing up, with a grand reopening at the new Hillside Village location in East Dallas in early 2022.

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The new location at 6465 Mockingbird Lane is a substantial 4,700 square feet, combining the best of both sister stores. This combined space allowed the shops to retain their big local followings and offer an even more diverse range of products.

One of the most talked-about additions to the new store is a delightful, small detail that captures the store's whimsy: a smaller, kid-sized entrance door on the Froggie’s side. This unique architectural feature has been a "huge hit" with young customers, immediately setting a playful tone for their shopping experience and reinforcing the store's family-friendly brand.

Why the Name "5 & 10" Still Matters Today

For those unfamiliar with American retail history, the name "5 & 10" is a direct and intentional nod to a classic era of shopping. This is the first surprising secret behind Froggie's enduring appeal.

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The term "five-n'-dime" (or "five and dime") refers to the historic variety stores, such as Woolworth's or Kresge's, that were popular in the early to mid-20th century. These stores were famous for selling a wide variety of low-priced general merchandise, often with price points starting as low as five or ten cents.

Froggie's 5 & 10 channels this nostalgic, accessible spirit. While the prices are no longer in the range of a nickel or a dime, the store maintains the variety and sense of discovery that defined the classic 'five-n'-dime' concept. It’s a place where you can find everything from a small, inexpensive gag gift to a high-quality, unusual toy, making it perfect for every budget and age group.

The Ultimate Inventory: What Makes Froggie's a "Best Toy Store" Winner

Froggie's 5 & 10 didn't just survive its move; it was recognized as the "Best Toy Store" in Dallas by the Dallas Observer in 2023, a massive accolade that speaks to its quality and relevance in the current market. The store’s curated inventory is the key to this success, blending retro charm with modern novelty.

The shop is a treasure trove of nostalgic gifts and novelty items, appealing to both children and adults seeking a blast from the past. The product mix is deliberately eccentric and diverse, ensuring a unique shopping experience that major big-box retailers cannot replicate.

Key Product Categories and LSI Entities:

• Retro Toys: The store is famous for its collection of classic and retro toys, including items like mini-drums and other vintage-inspired novelties.
• Gag Gifts & Pranks: A strong focus on pranks, gags, and other oddities for all ages provides a fun, lighthearted atmosphere.
• Books & Puzzles: An extensive selection of children’s books, games, and high-quality puzzles makes it a destination for family activities.
• Greeting Cards & Gifts: The combined space with Betty Lou means a massive selection of unique greeting cards, infant toys, and thoughtful, hard-to-find gifts for all occasions.
• Stocking Stuffers: The store is widely recognized as the perfect place for loading up on stocking stuffers due to its low-priced, high-fun small items.

This eclectic mix is what creates the store's "quirky, retro-inspired" atmosphere, drawing in customers who crave the tangible experience of discovery that a screen cannot offer.

The Future of the 'Five-n'-Dime' Spirit in East Dallas

The success of Froggie's 5 & 10 in its new East Dallas home at Hillside Village sends a powerful message: there is a strong, enduring demand for authentic, community-focused retail. The store’s survival, and its 2023 "Best Toy Store" victory, is a win for all small, independent businesses battling the forces of online retail and massive commercial development.

Under the continued guidance of Anne McGilvray, the combined Froggie's 5 & 10 and Betty Lou shop is poised to serve the Lakewood and greater Dallas area for many years to come. By honoring the spirit of the original 'five-n'-dime' concept—offering a delightful variety of affordable and unusual goods—and adapting with unique touches like the kid-sized entrance, Froggie's has secured its legacy as a truly iconic American toy and gift shop.