Blain's Farm & Fleet Invites Families to "Open the Magic" as Toyland Returns for Its 69th Year

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Oct 09, 2026, 15:00 ET

Annual holiday tradition kicks off October 10th with Opening Weekend giveaways, special savings and opportunities to give back

JANESVILLE, Wis., Oct. 9, 2026 /PRNewswire/ -- Blain's Farm & Fleet is inviting families to "Open the Magic" this holiday season as Toyland returns for its 69th year, officially opening Saturday, October 10th, at 7 a.m. and continuing with Opening Weekend through Sunday, October 11th.

Since 1957, Toyland has helped generations of Midwest families kick off the holiday season. Each year, Blain's Farm & Fleet transforms the center aisles of its stores into Toyland, creating a destination filled with toys, gifts and opportunities for families to make holiday memories together. This year's theme, "Open the Magic," celebrates spreading joy in your own way, reminding families that even the smallest surprises can feel special.

"As a kid, Toyland felt magical. I remember walking through the store with my family and surrounded by all the toys while counting down to Christmas," said Sarah Gilbertson, Associate Buyer II in the Pet Department at Blain's Farm & Fleet and a third-generation member of the Blain family. "Toyland has always been a special tradition for our family and remains one of my favorite childhood memories. Now my husband and I get to shop for our nephews during Toyland and it is so fun to experience that same excitement through them. While it has changed through the years, the magic and memories Toyland creates are just as meaningful as ever."

Toyland Opening Weekend will feature special giveaways for early shoppers. The first 100 customers through the doors on Saturday, October 10th, will receive a free collectible Blain's Farm & Fleet toy pickup truck, while the first 100 customers on Sunday, October 11th, will receive a free plush calf. Giveaways are available while supplies last. Customers who spend $50 on toys during Opening Weekend will also receive a $5 Farm & Fleet Gift Card.

Customers can get an early start on their holiday shopping by saving 25% on any single toy item online from October 1st through October 9th. Throughout Toyland, shoppers will find hundreds of deals across popular toy brands and categories, including LEGO^®, Play-Doh^®, Hot Wheels^®, Barbie^®, Melissa & Doug^®, puzzles, games and plush toys, while supplies last.

"I look for toys and items that create experiences," said Lindsay Heffron, Toy Buyer at Blain's Farm & Fleet. "The best toys aren't always the ones with the most buttons or lights. They're the ones that encourage imagination, creativity, and time spent together. It's amazing how toys have changed over the years and now include everything from dolls, trucks, and LEGOs to creative games, crafts, and science-based toys that help children use their imagination, create memories, and learn as they play."

The magic extends beyond the Toyland aisles. Opening Weekend also launches Blain's Farm & Fleet's 9 Days of Deals celebration, running October 10th through October 18th. Customers will find savings throughout the entire store on pet products, apparel, footwear, farm supplies, bird seed, air filters, tools, household essentials and more, including up to 50% off select cold-weather apparel.

This year's "Open the Magic" theme encourages families to find their own ways to spread joy throughout the holiday season. Whether it's a small surprise, a thoughtful gift, a family game night or a shared adventure, the campaign celebrates the moments that bring people together and create lasting memories. It's a reminder that holiday magic doesn't have to come from something big, and even the simplest gestures can make the season special.

Giving back remains an important part of the Toyland tradition. Blain's Farm & Fleet will continue its Kids Helping Kids Donation Drive throughout the holiday season. Customers can purchase and donate a new, unwrapped toy at any Blain's Farm & Fleet location, with the company matching toy donations up to $250,000 companywide. Donations help local organizations provide holiday gifts to children in the communities Blain's Farm & Fleet serves.

Customers can shop Toyland in-store, online or through the Blain's Farm & Fleet app, with flexible shopping options including Buy Online, Pick Up In Store, Drive-Thru Pickup, Same-Day Delivery and Ship-to-Home. Customers can also shop with confidence through Blain's Best Price Promise, while Rewards Members can access additional savings and special offers throughout the holiday season.

Founded in 1955, Blain's Farm & Fleet is a specialty retailer with 45 locations throughout Illinois, Iowa, Wisconsin, and Michigan. This Modern General Store remains steadfast in its commitment to offering customers high-quality products, competitive prices, and reliable service. Visit www.farmandfleet.com or download the Blain's Farm & Fleet mobile app.

In addition to high-quality products with the Blain's Farm & Fleet brand name, they carry top-rated brands, including:

Clothing: Ariat, Carhartt, Dickies, Under Armour, Columbia, Levi's, Wrangler, Kuhl, WorkNSport
Footwear: Skechers, Puma, Keen, Ariat, Asics, New Balance, CAT, Carhartt, Hey Dude, Sorel, TimberlandPro, Crocs
Tools & Hardware: DeWalt, Milwaukee, Stanley, Craftsman, Hobart
Paint & Supplies: Benjamin Moore, Valspar, MinWax, Rustoleum, Graco, Purdy
Automotive: Pennzoil, Valvoline, Mobil 1, Mystik, Fram, Prestone, Sea Foam, Meguiar's
Tire & Auto Repair Service: Michelin, Goodyear, Cooper
Sporting Goods: Realtree, Scent Blocker, Yeti, Coleman, Rapala, Plano, St. Croix, Browning, Winchester
Home & Housewares: KitchenAid, Cuisinart, Keurig, T-Fal, Lodge, Calphalon, Ty
Pet Department: Purina, Blue Buffalo, Hill's Science Diet, Iams, Canidae, Taste of the Wild, Kong, Greenies, Diamond, Eukanuba
Agriculture: King Kutter, Nutrena, Behrens, Guardian, Manna Pro, Ware, Weaver Leather, Agrimaster
Lawn & Garden: Scotts, Miracle-Gro, RoundUp, Fiskars, Weber, Char-Broil, Estate
Outdoor Power Equipment: Troy-Bilt, Cub Cadet, Briggs & Stratton
Electrical & Plumbing: Reliance, GE, Southwire, Whirlpool, Klein, Superior, JMF, BestAir