LOS ANGELES, CA – The Dinosaur Farm, a longtime independent toy and book store in South Pasadena, says it could be forced to leave its Mission Street location after learning that the building is in the process of being sold and that preliminary discussions indicate its rent could increase significantly.
The store, located at 1510 Mission Street, has operated from the same location since 1994. In a statement shared Saturday, the business said the possible rent increase has raised questions about whether it will be able to remain in the community where it has operated for more than three decades.
The store said the situation is still developing and that it expects to provide an update soon.
A business with more than 30 years in South Pasadena
According to The Dinosaur Farm’s official website, the store was founded in November 1994 by David Plenn and Shelley Stephens. What began as a neighborhood toy store grew into a specialty shop focused on toys, books and dinosaur-related merchandise.
The business describes itself as a specialty toy and book store offering both traditional educational toys and less common items. Its current online information lists the Mission Street location as its physical store and continues to provide regular hours and shopping information.
Over the years, the store has also developed into a community gathering place, hosting activities such as weekly story time. Its website currently lists a Wednesday Story Time at 11:30 a.m. and says its back space can be rented for parties, classes and other events.
That role has made the potential loss of the location more than a simple change of address for the business.
The Dinosaur Farm’s own history says the store has remained at the same location while many other toy stores have disappeared. The business has also described its evolution as a family operation, with Taylor Plenn, the founder’s son, gradually becoming involved in running the store.
Building sale puts future of store in question
The immediate issue is tied to the building itself.
The Dinosaur Farm said the property is in the process of being sold and that preliminary conversations indicate its rent will be raised substantially. The store has not publicly announced a new rental rate or said that a final lease decision has been made.
That leaves several possibilities open, including the possibility that the business could negotiate new terms and remain at 1510 Mission Street, or that it could eventually have to find another location.
For now, the store says it is still working through those questions.
The business has also made clear that its goal is to keep The Dinosaur Farm operating, even if remaining in South Pasadena ultimately becomes impossible.
Mission Street and South Pasadena’s small businesses
The situation comes as South Pasadena continues to emphasize the importance of its independent businesses and commercial districts.
The City of South Pasadena’s Economic Development Division says it works with both new and established businesses and offers programs including business visits, business review sessions and assistance with resources and site selection. The city also maintains a Business Concierge Program intended to connect local businesses with city resources.
The city’s broader economic-development materials specifically identify Mission Street as the city’s historic “Main Street,” with many small storefront businesses concentrated around the corridor and its Metro station. City planning documents also discuss efforts to strengthen economic development and partnerships involving local businesses and property owners.
The city describes South Pasadena as a community known for its small businesses and says its economic development team is available to provide resources and guidance to businesses operating within the city.
The Dinosaur Farm is also included in city materials. A South Pasadena recycling directory lists the store at 1510 Mission Street as a participating location for certain household battery and cell-phone recycling services, reflecting its presence within the city’s network of local businesses.
The store has faced challenges before
The possible rent increase is not the first major disruption the business has faced.
In 2023, severe rain damage forced The Dinosaur Farm to close temporarily while repairs were completed. The store eventually reopened after several months of renovation work. The business’s official history now describes that period as one of the significant setbacks it has overcome during its more than 30 years in South Pasadena.
The current situation is different because the potential disruption is connected to the building’s ownership and future rental terms rather than physical damage to the store.
No final decision has been announced about the property’s future lease with The Dinosaur Farm.
Store says it hopes to remain in the community
For now, The Dinosaur Farm remains open at its Mission Street location, according to its official website, which lists regular operating hours and continues to offer both in-store and online shopping.
The business said it expects to have more information about its future soon.
If a new agreement cannot be reached, leaving the location would mark a significant change for a store that has operated from the same South Pasadena address since 1994. If the business does relocate, its statement indicates that maintaining The Dinosaur Farm itself remains the priority.
For the moment, however, the question is still unresolved: whether the longtime toy store can remain on Mission Street under the new rental terms or whether rising occupancy costs will eventually push it somewhere else.
