About Five Little Monkeys
For over 25 years, Five Little Monkeys has been a family-owned specialty toy store serving families throughout the San Francisco Bay Area.
Founded in 2001 by Stephanie Sala, the company was built around a simple idea: that childhood should be filled with wonder, creativity, discovery, and plenty of fun. She firmly believes that children learn through play. Today, Five Little Monkeys remains committed to this ideology.
Why “Five Little Monkeys”?
Stephanie Sala, the founder of Five Little Monkeys, is the oldest of five siblings. Growing up, her parents affectionately called the five children their “little monkeys.” When Stephanie opened her first store in 2001, she chose the name as a tribute to her brothers and sisters.
A Family Tradition
Stephanie graduated from UC Berkeley in 2001 with degrees in Sociology and Religious Studies. She had planned to continue on to graduate school, but after September 11, 2001, she chose to remain close to home and be more present in the lives of her younger siblings.
Entrepreneurship was already part of the family. Stephanie grew up in the toy and children's products industry. Her father, Andre Sala, is a renowned toy designer best known for creating the Whoozit line of developmental toys for infants. Her mother, Anna Hobbet, co-founded Sweet Potatoes, a children's clothing manufacturer with retail locations throughout the Bay Area.
Over 25 Years and Counting
What began as a one-woman show in a small 830 square foot store in 2001, has grown into a company employing nearly 100 dedicated people at multiple Five Little Monkeys locations throughout the San Francisco Bay Area. Through it all, the award-winning company has remained proudly family-owned and committed to providing exceptional toys, thoughtful gifts, and the simple joy of play to local neighborhoods across the Bay Area.
Today, Stephanie continues to lead Five Little Monkeys alongside her children, Sydney and Taj, who have become 3rd generation toy entrepreneurs.
Our Awards
National honors from The Toy Book, the Western Toy and Hobby Retailers Association, ASTRA, and Women’s Initiative for Self-Employment.
2019
Western Toy and Hobby Retailers Association (WTHRA) — Toy Retailer of the Year
2016
American Specialty Toy Retailing Association (ASTRA) — Retailer Excellence Award: Toy Retailer of the Year
2010
Woman Entrepreneur of the Year — Women's Initiative for Self-Employment (WISE)
Regional Honors
Regional Honors
- 2017-2026 Reader's Choice: Best Toy Store (Marin Independent Journal)
- 2026 Best Local Toy Store (Bay Area Parent)
- 2026 Best of the County: Toy Store (Marin Magazine)
- 2023-2025 Best in the East Bay: Best Toy Store (East Bay Times)
- 2011, 2014, 2016-2023, 2025-2026 Best Toy Store in Marin (Pacific Sun)
- 2019-2021, 2024 Best of Albany Award (Albany Chamber of Commerce)
- 2013-2024, 2026 Best of the East Bay: Best Toy Store (Diablo Magazine)
- 2023 Best Toy Store in the East Bay (Parent's Press)
- 2013-2017, 2022 Best Toy Store in Contra Costa County (Parent's Press)
- 2014, 2021-2022, 2026 Best Toy Store in East Bay (East Bay Express)
- 2019-2021 Jewish News of Northern California Readers' Choice
- 2019 Best Store for Baby Gifts in Marin (Pacific Sun)
- 2015 Best Toy Store in Alameda County (Parent’s Press)
- 2015 Best Toy Store in Marin County (Parent’s Press)
- 2012-2014 Best Toy Store in Marin (North Bay Bohemian)
- 2013 Best Toy Store (Lamorinda Moms)
- 2008 Workability Works Award
- Green Toys 1st Place Window Display Contest (Multiple Years)
- Bay Area Green Certified Business (2005-present)
Media Attention
Stories that have already run about the store.
Gifts & Decorative Accessories
August 13, 2026. What’s hot for the holidays. Marketing director Meghan DeGoey on the squishy trend, and Loops Lab as a store favorite.
The Toy Book
June 5, 2026. Five Little Monkeys’ Mission to Curate Community. A feature on 25 years of the Bay Area shop, from the first 830-square-foot store to the team Stephanie leads now.
NPR
May 21, 2026. Morning Edition. Stephanie Sala on the hacky sack rush: the Bay Area stores were selling a couple hundred a day.
The Toy Book
February 5, 2026. Pulse of Play Awards. Five Little Monkeys is named Retailer of the Year for independent, specialty, and hobby stores.
The Toy Book
December 4, 2024. Spreading the Joy. The stores play Santa for more than 300 Bay Area families.
aNb Media
February 2022. WTHRA Hall of Fame. Stephanie Sala is inducted alongside other toy industry veterans.
J. The Jewish News
December 9, 2021. Readers’ Choice: Toys. Five Little Monkeys is named among the Bay Area favorites.
Store Locations
Come Play With Us! With stores throughout the Bay Area, there’s a Five Little Monkeys nearby and ready for a little exploring. Each of our neighborhood stores is filled with carefully curated toys, games, books, gifts, and plenty of things to discover. Stop in, let the kids try something new, and our friendly team will be happy to help you find just the right thing, whether you’re shopping for a birthday, a special occasion, or simply a little fun.
