A look at The March Hare, closing on Jan. 31

Photos by Stacie Joy 

Back on Friday, we shared the news that Ilana Wiles was closing The March Hare on Jan. 31. 

She bought the toy store at 321 E. Ninth St. between First Avenue and Second Avenue in April 2022. As Wiles wrote, she bought the shop not only to help the owners who were managing a health crisis but also to help prevent another storefront from going vacant dhring the pandemic. 

She told us last week: "There will be a new shop taking over. We did not want to leave until we knew something was taking its place." 

Until the end of the month, items inside the shop are being marked down...

The Zoltar machine is a rental, and Wiles said the company that owns it would love to find it a home. (And this is NOT the one that used to be outside Gem Spa.)

Also, Zoltar playing cards are available for your own parlor tricks (pan flute and cummerbund NOT included). 

The store is open from 11 a.m. to 6 p.m. 

As for a possible next iteration of The March Hare, Wiles is keeping her options open — perhaps continuing to exist online or as an occasional pop-up.

Reflections on owning and closing The March Hare on 9th Street

Photo by Ilana Wiles 

In April 2022, writer Ilana Wiles bought The March Hare at 321 E. Ninth St. between First Avenue and Second Avenue... taking over the whimsical toy store from the founders, who had to step aside for health reasons. 

The shop was around the corner from where Wiles, the founder of the blog Mommy Shorts, and her family lived. 

Wiles has announced that The March Hare is closing on Jan. 31.

"There will be a new shop taking over," she told EVG in a message. "We did not want to leave until we knew something was taking its place."

In her newsletter, Apparently, Wiles, who now lives in Tribeca, wrote about what brought her to this point.

Here are some excerpts: 

I knew this day would come eventually (I was anticipating some time in the spring), but as it turns out, our last day in this location will be January 31st. That’s because we decided to go month to month until the landlord found new tenants and he happened to find them rather quickly, which is a testament to how much different this block feels than when we first took over The March Hare a little over two and half years ago, in an effort to keep our neighborhood from having another small business with a closing sign on the door and cardboard covering the windows. The eagerness of the new tenants symbolizes to me that the March Hare has served its purpose, we fulfilled our promise to keep it going for the good of the community, and it has all come to its natural end. 

When we bought the shop in April of 2022, we did it for three reasons. The first, and most pressing, was to help out the previous owners who were a young married couple [Jason McGroarty and Karen McDermott] facing a health scare. They needed consistent capital to pay for their medical bills, which the toy shop did not provide. Selling the shop to us did just that. 

Plus, we let them phase out their inventory while still collecting income, helped fundraise for them through my online platform, and were happy to have them stay involved through part-time work for a paycheck. Since then, Karen's health has vastly improved and she is doing great. Jason now has a full-time job and has moved on. Everyone is happy and healthy.

The third reason [for buying The March Hare], which was probably the biggest ... was our desire to do something good for our community ... It was post-pandemic, and it felt like our city was falling apart. Families we knew were leaving left and right, mom-and-pop shops were closing at an alarming rate with nothing taking their place, and personally, we were feeling pretty isolated, as a lot of people were at that time. It was a time when we were rethinking our priorities and eager to make positive changes. 

Everyone said that buying the March Hare was a bad business decision, but we countered that it wasn’t about the money. It was about the community. And that’s how I elicited support from you all— buying something from the shop was not just a way to support me, it was a way to help keep small businesses alive in Manhattan. 

But then, something pretty wonderful happened over the course of these last few years— new shops started to open all around us on East 9th Street ... East 9th Street between 1st and 2nd Avenue is now a thriving block full of unique independent small businesses, so asking for support to help the March Hare stay open “for the good of the community” started to feel a bit disingenuous. The March Hare was just like any other business — it needed sales for our bottom line, which never did more than break even. 

I have always said that buying the shop was for the community. I meant NYC. But you showed me that my real community is so much broader than my neighborhood. We come from all over the world. I love you all. Thank you for supporting me through this chapter. 

The March Hare opened in November 2020. It carried on the tradition of Dinosaur Hill, the 37-year-old toy store on the block where Karen McDermott had worked. Dinosaur Hill closed in 2020 after owner Pamela Pier retired. 

As for a possible next iteration of The March Hare, Wiles is keeping her options open — perhaps continuing to exist online or as a pop-up.

The March Hare returns with new daily hours

Here's some positive news to share about The March Hare, the whimsical toy store at 321 E. Ninth St. between First Avenue and Second Avenue.

As previously reported, Karen McDermott, who runs the shop with her husband Jason McGroarty, was diagnosed with colon cancer last fall. (You can help support the couple here.) 

At the start of the year, the two decided running a business and navigating the challenges of chemotherapy was too much ... and they were set to sell or close The March Hare.

However, they were able to hang on to the shop, opening sporadically during the winter and spring.

In an Instagram post yesterday, McGroarty announced that they were back with daily hours. 

Thank you to everyone who has supported us during Karen's battle with cancer. Our hours have been choppy to say the least but the good news is, we are back in the swing of things with lots of exciting news to come. 

We love you all so much for the kindness you have shown ❤️ 

The shop is open from 11 a.m. to 6 p.m. 

The March Hare opened in November 2020. The shop was carrying on for Dinosaur Hill, the 37-year-old toy store on the block where McDermott had worked. Dinosaur Hill closed in 2020 after owner Pamela Pier retired.

The March Hare is closing so the owners can focus on health and family

Photo from November 2020 by Steven 

After a little more than a year in business at 321 E. Ninth St., The March Hare will be closing in the days ahead. 

As we previously reported, Karen McDermott, who runs the whimsical toy shop with her husband Jason McGroarty, was diagnosed with colon cancer last fall. 

Running a business and navigating the challenges of chemotherapy was too much, and they decided to close down the shop here between First Avenue and Second Avenue ... with the hopes that someone may have an interest in taking it over. 

Here's part of an email to EVG from last evening:

As you may be aware my wife and co owner of The March Hare was diagnosed with colon cancer in October last year. We have been amazed by the outpouring of love and support from everyone in the village since then. However we have made the decision to close our little store in order to focus on our battle with cancer. 

I would love to say it wasn't an easy decision to make but it was easy, for health and family should always come first. It has been a wonder to own and operate a store on the very block we live on. The need for a quirky little village toy store focusing on creativity, early development and good ol' classic wonder is alive and well. 

So, if anyone would like to carry on the legacy much like we did after Dinosaur Hill, we are open to offers. I believe it would be a shame to let the story end with us but our part, much like a chapter in your favorite book, has come to an end. This is a great turnkey retail opportunity for the right person, if you feel the calling much like we did (and still do), get in touch. 

Until that day comes we will be selling our remaining stock. Pop by and grab a few goodies while they last. Remember, things never really end, they simply change. You will still see us strolling around the village as usual so feel free to wave or stop for a chit chat.

There's also a crowdfunding campaign to help the couple pay for medical and living expenses. (McDermott just started her fifth round of chemotherapy.) You can find that link here. 

The March Hare opened in November 2020. The shop was carrying on for Dinosaur Hill, the 37-year-old toy store on the block where McDermott had worked. Dinosaur Hill closed in 2020 after owner Pamela Pier retired.

We wish all the best to Karen and Jason!

Best wishes to the owners of the March Hare on the shop's 1-year anniversary

The March Hare turned 1 on Ninth Street on Tuesday.

It's an anniversary to celebrate — especially with the difficulties of opening during the pandemic.

Unfortunately, the owners of the whimsical toy store here between First Avenue and Second Avenue are facing another major challenge: Karen McDermott, who runs the shop with her husband Jason McGroarty, was diagnosed with colon cancer last month.

McDermott, 31, who previously worked at Dinosaur Hill on the block, had surgery in late October. According to an Instagram post from the March Hare on Oct. 25:

Surgery went well and Karen is getting a little better every day. Once she is fully healed we will start chemotherapy and hopefully kick cancer out of sight!

You can help support the March Hare by keeping the store in mind with any holiday needs. The shop's hours are posted as 11 a.m. to 6 p.m. at 321 E. Ninth St. You might want to call ahead: (646) 422-7747.

There's also a crowdfunding campaign to help the couple pay for medical and living expenses. You can find that link here. 

As McDermott wrote in a GoFundMe update:

The outpouring of love I have received through this has been beyond overwhelming, I am so thankful and happy to have known such kindness in my life.

Previously on EV Grieve:

• Toy story: The March Hare debuts today on 9th Street

Image via Instagram

'I see you over there' — the return of a Zoltar and words of wisdom

A familiar figure in a paisley vest and luxurious gold headwrap made a triumphant debut today outside The March Hare, the toy store at 321 E Ninth St. between First Avenue and Second Avenue. 

Welcome back, Zoltar! (Thanks to Steven, MP and Jason for the photos!) 

For starters, this is NOT the same Zoltar that held forth outside Gem Spa on Second Avenue and St. Mark's for nearly seven years — 2012-2019. (Among other features, that Zoltar had a flute in his cummerbund.) 

That Zoltar ended up outside a pizzeria in Bushwick, where bloggers probably don't post about him every few days. Sources on Ninth Street tell us that this Zoltar was important from the faraway land of New Jersey.

The new Ninth Street Zoltar is $1 for a fortune (aka words of wisdom). 

We'll have more on this arrival in the days ahead... but one question was answered — the Ninth Street Zoltar will not be outside 24/7...

Tuesday's parting shots

There were several reports of chalk hearts around the neighborhood... tributes to Hash Halper, the artist known for drawing chalk hearts on sidewalks in the East Village and other parts of the city in the past few years. 

Halper — aka @newyorkromantic — died this week at age 41. (You can read our post here.) 

Halper told The New York Times in February 2018 that he draws the hearts "because he feels New York is losing its romance, with people holding phones instead of looking at each other." 

Steven took these photos in Tompkins Square Park...

The March Hare also left a hearts tribute outside the shop on Ninth Street...

View this post on Instagram

A post shared by The March Hare (@themarchharenyc)

The March Hare debuts a Charity Chest on 9th Street for families in need

The March Hare, the toy store that opened this past November on Ninth Street, is giving back to families experiencing difficult times.

The owners shared information on how the East Village Charity Chest works:

Buy a toy from our store at a discounted rate, pop it in the Charity Chest and once it's full we will donate it to a charity benefiting children in need.

When purchasing items from our online store for donation, select in-store pickup and apply the discount code CHARITYCHEST upon checkout. We will take care of the rest. 

They note that any orders using the above-mentioned discount code will be donated and are nonrefundable.

The March Hare is at 321 E. Ninth St. between First Avenue and Second Avenue. Store hours: 11 a.m. to 6 p.m. Monday-Thursday; until 7 p.m. Friday-Sunday. And the store phone: (646) 422-7747.

Tuesday's parting shot

The snow teddy outside the March Hare on Ninth Street... photo by Derek Berg...

Toy story: The March Hare debuts today on 9th Street

The March Hare opens today at 321 E. Ninth St. between First Avenue and Second Avenue. 

This is the toy shop that we told you about last month... they will be carrying on the legacy for Dinosaur Hill down the block.

Dinosaur Hill owner Pamela Pier is retiring after 37 years, with the store closing at the end of November as we first reported here. Veselka plans to expand into the adjacent Dinosaur Hill space in the future.

Current Dinosuar Hill employee Karen McDermott and her husband, Jason McGroarty, are running the the March Hare — with Pier on board as consultant.

Per the shop's Instagram account, they will carry "Puppets, Marionettes, Board Games, Puzzles, Stuffed Toys and More!"

The March Hare is open daily from 11 a.m. to 6 p.m. And the phone: (646) 422-7747

Updated 4 p.m.

Steven shared some photos from inside the shop today...

After Dinosaur Hill: The March Hare is a new toy store coming to 9th Street

The March Hare is coming soon to 321 E. Ninth St. between First Avenue and Second Avenue. 

Per the shop's Instagram account, they will carry "Puppets, Marionettes, Board Games, Puzzles, Stuffed Toys and More!"

The shop will be carrying on for Dinosaur Hill, whose owner, Pamela Pier, decided to retire after 37 years. Dinosaur Hill will be closing at the end of November, as we first reported here. Veselka plans to expand into the toy store's space in the future.

Current Dinosuar Hill employee Karen McDermott and her husband, Jason McGroarty, will be running the shop — with Pier on board as consultant. They plan to maintain Dinosaur Hill's legacy — on the same block, no less.

Thanks to Steven for the photo and tip!

Previously on EV Grieve: 

• Owner's retirement will bring a close to EV children's treasure Dinosaur Hill next month