40 Years of Galerie du Jouet: The Die Is Cast (1985) (40 Years, Chapter 1)

June 28, 2026

40 ans de Galerie du Jouet : les dés sont jetés (1985) (40 ans, chapitre 1)

Since1985

Our Story · Chapter 1

40YEARS

…and breathtaking memories to share. Vintage photos, significant moments, and some frankly questionable hairstyles are on the horizon!

40 years of Galerie du Jouet, it's worth celebrating.

In the coming weeks, we invite you to relive this wild 100% family, 2nd generation adventure with us. A story that began with a gamble, a lot of daring... and very little money.

We're starting where it all began: in 1985.

It's 1985

What do children dream about?

LEGO
Transformers
Barbie
Masters of the Universe

Quebec is emerging from a recession, optimism is returning... and Galerie du Jouet is about to be born. On screen, Eddie Murphy reigns at the box office; in flyers, patios for $39.94 and corduroy jackets for $8.77. That's the spirit of the times.

Cover of TV Hebdo, September 14-20, 1985, featuring Eddie Murphy. — September 1985 — Eddie Murphy, "Mr. Box-Office," graces the cover of TV Hebdo. The same year the Gallery opens its doors.

The Idea

A passion for toys

The idea had been brewing for a while in the mind of Michel Tremblay, a native of St-Gédéon. He was then employed in a large department store in La Baie: the defunct Continental chain. It was there that he developed a real passion for the toy department.

Façade d'un magasin Continental et un camion semi-remorque coloré stationné devant. — The Continental chain — Michel's school, and the birthplace of his passion for the toy department.

His wife, Lina, originally from St-Bruno, was a seamstress at the time. Together, they made a small fortune by selling an apartment building... and decided to take the plunge.

Portrait noir et blanc d'une jeune femme aux longs cheveux. — Lina, seamstress — the other half of the gamble.

Homme en habit à queue-de-pie et chapeau haut-de-forme dans un magasin. — A flair for the dramatic, even then: the department store spirit of the early 80s.

The Big Leap

Heading to Alma

They left their jobs, sold their house in La Baie, and moved to Alma with their 6-year-old daughter and 2-year-old son. Young, in their thirties, they had little...

...but they had daring.

They rented a tiny space at Galeries Lac-St-Jean, on Avenue du Pont Sud.

Aerial view of Galeries Lac-St-Jean and the parking lot, in Alma. — Galeries Lac-St-Jean, Avenue du Pont Sud in Alma — the very first location.

The Zeitgeist

Vintage Clippings

Avenue du Pont Sud, same years: flyers from the era depict the setting in which the Gallery was born.

Publicité Zellers : mobilier de patio et vélo, succursale du 1055 av. du Pont Sud à Alma. — Zellers, 1055 av. du Pont Sud, Alma. "Vulcan" JR 10 bicycle for $89.84.

Coupure de journal : jacket en corduroy beige pour hommes à 8,77 $. — "Men's Jacket," beige corduroy. Reduced price: $8.77.

Publicité Zellers aux Galeries Lac-St-Jean : portrait 8x10 couleur pour 88 cents. — Zellers at Galeries Lac-St-Jean — an 8 × 10 portrait in "vibrant colors" for 88¢.

The Gamble

How to fill an almost empty store?

With very little money in their pockets, the question quickly arose. And that's when unexpected help changed everything: a supplier agreed to give them credit for thousands of dollars in toys, to be paid after Christmas — the most crucial season.