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...Wal-Lex, tucked neatly in between Burger King and T.J. Maxx on the town lines of Waltham and Lexington (hence the name), is a self-proclaimed party center. Able to accommodate up to 15 birthday parties at once, this rollerway is a child's delight. With games like skeeball, whack-a-mole and the claw, kids greedily collect the coveted green tickets which ultimately render cheap plastic totchkies. With just five wrinkled tickets, boys and girls can get sparkly geometric rulers, gold or silver sheriff badges or a plastic compass. For the more daring entrepreneur, a mini pool table...
Celebrating its 50th year, Wal-Lex is a local institution. In the past year a host of Celtics players have made pilgrimages to this infamous skating haven with families in tow. Although the management does allow personal skates and roller blades into the complex, it is still possible to rent the classic leather skating boot for only 50 cents from unenthusiastic adolescent boys, with deodorizing bottles in tow, behind the counter...
...visit to the snack bar is in order. Here hot dogs revolve on metal spokes, popcorn gyrates and slushies come in watermelon, raspberry, rainbow, cherry and lime. Bacon cheeseburgers, pizza and a plethora of ice cream bars are also available to the overexerted individual. When skating becomes mundane, Wal-Lex offers, quite randomly, candlepin bowling in an effort to entertain its clientele...
...Although Wal-Lex is a 30 minute foray into the wilderness of Massachusetts, it is definitely worth it for an afternoon away from the complexity of everyday life. At Wal-Lex, it really is possible for adults to revisit the nostalgia of childhood, when winning was about getting the best plastic toy and a good time was about playing tag and trying to wreak as much havoc as possible...
Even if several new toys catch fire in the shopping season that is just starting, Toys "R" Us will have to fight harder than ever for its slice of the profit. Wal-Mart's share of the $35 billion toy-retailing industry has grown from 10% in 1990 to 16% this year; over the same period Target's share has more than doubled, to 7%. The discount stores use toys as "traffic builders," attracting families with low prices on popular toys and then making higher profits on such items as clothing and appliances. "Wal-Mart and Target carry only...