Whimsical Sprites is a Milan toy and collectibles business built around nostalgia, pop culture and community. Owner Nick Ewald said the goal is to make the hobby about more than items sitting on a shelf, which is why the business hosts regular video game tournaments, collector meetups and family events.
That approach was on display during a recent Super Smash Bros. tournament. During the visit, Laura Harvey of Adventure Ink said Whimsical Sprites has been hosting Smash Bros. events, with more gatherings already planned. Harvey said Beyblade events are also on the horizon.
“People often ask how we got started, and I like to say it was a Bob Ross moment, a happy little accident,” Ewald said.
Whimsical Sprites began by selling games online, but Ewald said the business quickly became something more. What started as a side hustle grew into a broader creative brand with ties to Twitch streaming, music and online community building.
Ewald said the phrase that best captures the spirit of the company came from his wife, Erin Ewald, who describes it as “hardcore wholesome.”
“As a person involved in the alternative music scene and ministry, I resonate with that a lot,” he said. “It’s the soul of our company.”
Much of the shop’s identity is rooted in what Ewald described as a retro resurgence, with interest from both longtime collectors and younger customers discovering older games, toys and media for the first time. Nostalgia shapes much of what Whimsical Sprites offers, from plush and trading cards to retro games and physical media.
Some of that appeal has shown lasting power. During the visit, Harvey said Pokemon has never really gone away. The shop’s mix of old and new collectibles reflects that balance, with interest stretching across generations.
The return of older formats is showing up in smaller ways, too. Two VHS tapes were sold during the visit, a small but telling sign that physical media still has an audience. That same idea is behind Whimsical Sprites’ Movie Night Blind Boxes, which are meant to recreate the old Friday-night video store experience.
The events side of the business is also helping shape who comes through the door. Erin Ewald said the gatherings have primarily appealed to men so far, though the business is beginning to see more women take part as well.
Nick Ewald said the larger goal is to create a space where collecting feels social and welcoming, whether that means joining a tournament, browsing retro items or reconnecting with something familiar from childhood.
“Collectors tend to have their hands in many different things, and so do we,” Ewald said. “We’re looking forward to spreading joy and bringing people together wherever we go.”
Whimsical Sprites can be found inside Adventure Ink at 108 E. Main St. in Milan.
Featured image: Players face off during a Whimsical Sprites video game tournament in Milan. The events are part of the shop’s effort to make collecting and gaming a shared experience. Photo by Heather Finch