Pixar story artist Matthew Luhn to visit local toy store for book reading and signing

UPDATE July 13, 2025: This event has been cancelled due to unforeseen circumstances. Organizers hope to set a rescheduled date for December. -Editor

School Crossing toy store will host acclaimed Pixar story artist Matthew Luhn for a special reading and signing of his children’s book Santa Yeti on Saturday, July 19 from 10-12 pm. The event is part of the store’s “Christmas in July” celebration, featuring toy deals and other festive activities.

New store owner Erika Elgert purchased School Crossing in April 2024 with her husband, Andrew Elgert, after they learned that the previous owners would not be renewing the building’s lease. 

Sherry and Bob Phipps opened the specialty toy and educational supply store in 1990 but decided to retire from retail after nearly 35 years of serving the community. 

The Elgerts, who homeschool their two children, already had a great deal of knowledge about toys, particularly those with an educational component. 

And for Andrew, the store had personal significance. He has fond memories of visiting the store while growing up.

“I approached Andrew about this crazy idea of buying School Crossing and, in turn, changing my career,” Erika, a former medical laboratory scientist, told The Triangle. “Andrew remembers going to the store as a child and admitted he also couldn’t get the idea of purchasing the store out of his head.”

Since its grand reopening in May 2024, the Elgerts have worked to preserve School Crossing’s traditional values while introducing new ideas to keep it vibrant and relevant. 

“Now, we are having the time of our lives bringing joy and play to our community,” Erika said.

The store’s upcoming “Christmas in July” event featuring Luhn is expected to be a major draw for families in the Historic Triangle.

Luhn is best known for his animation work on The Simpsons, as well as his leadership in the storytelling department of several Pixar classics including Toy Story 2 and 3, Monsters Inc.and Finding Nemo.

Luhn comes from a line of toy store owners. His family’s business, Jeffrey’s Toys, operated in the Bay Area for 86 years until the Luhns decided to shut its doors in 2024.

He now works as a keynote speaker – teaching audiences how to integrate better storytelling into film script pitches, small business marketing or even the nursing occupation. 

The Elgerts first encountered Luhn when he delivered the keynote address at the American Specialty Toy Retailers Association (ASTRA) Marketplace and Academy.

“After [Luhn’s] address, Andrew went up and chatted with him, and he mentioned he would be in the Norfolk area and would love to come by our store,” Erika said. “He loves visiting toy stores because his family had owned toy stores in the San Francisco Bay Area for generations.”

Luhn’s latest creative endeavor, Santa Yeti (2023), showcases his long-lasting drive to capture children’ s imaginations.

It tells the tale of a Yeti – an abominable snowman – who dislikes the cold and dreams of moving to Brazil, until a life-changing encounter with Santa Claus alters his path. 

At the July 19 event, Luhn will read Santa Yeti aloud, answer audience questions and sign copies of the book. School Crossing recommends attendees pre-order their copy of the book at 757-220-8772, as only a limited number will be available for purchase that day.

“We’re thrilled to bring Matthew Luhn to our community,” Erika said. “His work has shaped the childhoods of two generations and Santa Yeti carries that same spirit of wonder and imagination. This is a rare opportunity for families to meet someone who helped create the characters they love.”

For more information on the “Christmas in July” event, visit School Crossing on Facebook.