Arts & Culture News

When In Rome Singer Jayden Frost Is Moving His DFW Vintage Toys Into a Bigger Toybox

Jayden Frost's collection of vintage toys and collectibles has gotten so big so fast that he's moving his toy collection to a bigger retail location in Carrollton.

"We just can't contain the amount of inventory or customers where we are now," Frost said.

Frost said he and his crew at DFW Vintage Toys on North Mill Street in Lewisville are in the middle of a big move to a bigger store at 2515 E. Rosemeade Parkway in Carrollton.


Business exploded shortly after the When in Rome singer first opened his business' doors and was featured on the Dallas Observer's DC9 at Night music blog. Frost said he's been inundated with customers and collectors looking to sell their toy collections to him.

See also: Jayden Frost, a Singer for '80s Pop Band When In Rome, Runs a Vintage Toy Shop in DFW

"I'm surprised," Frost said. "We've done probably about, I don't even know, 10 times more sales and just more business that I thought we would do in our first year. I was not expecting it to be this big this fast. It's crazy."

The most amazing part, Frost said, is the vast majority of his business has come from virtually no advertising. It's all come from word of mouth.

"Word has been spreading like crazy with no advertising at all," Frost said. "All we have is a Facebook page. ... We had one guy back up a U-Haul trailer and it took me three hours to appraise everything. People are just really excited to have a place to go to, I guess."

Frost said he has some other interesting plans in the works like a reality show based around his toy shop that has attracted some interest from "several production companies" that reached out to him. He's even noticed his voice regaining some strength and he's planning on getting back into music with a new wave tribute album.

"A few months ago, I noticed I was able to sing along to the radio and I've been stabilizing it with vocal coaching, so it's coming back," Frost said. "I could do another tour if I wanted to but I won't because I have the store. That's my other passion."

The store, however, remains as his first priority and the new store is more than just a physical improvement for his business. Frost said it officially makes his business "a legit store."

"It feels like all the work we've done this first year was to lead us to becoming a legit store," Frost said. "Now we're going to be in a legit store in an actual retail center. We have so much inventory that we can fill up a real place. ... I'm just really excited that we're going to become an actual retail storefront."

KEEP THE DALLAS OBSERVER FREE... Since we started the Dallas Observer, it has been defined as the free, independent voice of Dallas, and we'd like to keep it that way. With local media under siege, it's more important than ever for us to rally support behind funding our local journalism. You can help by participating in our "I Support" program, allowing us to keep offering readers access to our incisive coverage of local news, food and culture with no paywalls.
Danny Gallagher has been a regular contributor to the Dallas Observer since 2014. He has also written features, essays and stories for MTV, the Chicago Tribune, Maxim, Cracked, Mental_Floss, The Week, CNET and The Onion AV Club.