companyThe Profit · Season 6, Episode 3 · Aired December 18, 2018
Santa's Toys
Santa Claus, Indiana
Good outcome here: the business is still trading today.
What happened after
Toy store in the town of Santa Claus, Indiana.
What happened on the show
Santa's Toys was a toy store in the aptly named town of Santa Claus, Indiana, run by hardworking owners Mark and Heidi whose business practices, as the episode played it, had landed them on the naughty list. To save the store, they would have to follow Marcus's protocol, submitting to the process and the discipline he brought to every business he took on. It was a lighter case by the standards of the show, built around the novelty of its location and a pair of committed owners who needed structure more than a rescue from ruin. Marcus's work on a retail operation like this typically meant tightening the store's operations, inventory, and merchandising, and getting the owners to run it like a real business rather than a labor of love. The charm of a toy store in a town called Santa Claus was obvious, and the job was making that charm actually pay.
After the cameras left
Santa's Toys is still open for business. The toy store trades from North Kringle Place in Santa Claus, Indiana, with a Facebook post dated in late January 2026 and posted 2026 seasonal hours both confirming current operation. The store the episode found on the naughty list has evidently taken its lessons, because it is clearly still serving the steady stream of visitors that a town named Santa Claus attracts. Confirmed operating as of 2026, high confidence.
Sources
Confidence: high. Last checked 2026-07-19.
What is there now
Street imagery via Google Maps. Location approximate.