NACTV reporter Chris Waddell heard rumours of a hidden hollow in the city and she went out to investigate with her camera. It wasn't long before she found a sign that pointed to it and then the business itself called 'Hid'n Hollow'. Viewers get a look at their extensive inventory and meet the owners, Darryl and Belinda Critchlow.

When Darryl and Belinda Critchlow sold their restaurant in 2021, they weren’t sure what the next step for them was going to be. As they looked at different options and saw how the make-up of the community was changing, they came upon an idea that had never been tried in Neepawa before.

In late November of 2022, just in time for the Christmas season, they opened a toy store.

The location they purchased had previously been a music and collectibles store that had been shuttered for some time so they were able to take on some of the former inventory alongside new products. In that first month or two, they hadn’t done most of the remodelling or redecorating yet, but by taking advantage of the Christmas rush they were able to come into the new year with the capacity to really put their own stamp on the location.

The store, known as Hid’n Hollow, carries not just toys and games but baby items, snacks, collectibles, and children’s books, with an ever-expanding selection as the new business responds to the community’s needs.This includes realistic agricultural toys as well as crafting items and STEAM (science, technology, engineering, arts and mathematics) kits and toys for children of all ages.

With the birth rate in Neepawa skyrocketing, they felt the store was a good fit for the community. And indeed, they say that business remained steady even into the January and February usual lull, though of course nothing compares to December shoppers when it comes to children’s items. While they acknowledge some of that is due to the curiosity factor, there has also proven to be a need for this niche in the region.

The store is located in the central area of Neepawa and is taking advantage of the town’s Storefront Improvement Program to repair and modify its exterior. In January a mural was painted on the interior of the building and when the weather turns warm they will be continuing that mural onto the exterior. Not only will this give them an attention getting look but it helps to beautify the downtown core of the town.