Meet Amanda Klein | Owner & Founder, Bluebird Play

We had the good fortune of connecting with Amanda Klein and we’ve shared our conversation below.

Hi Amanda, is your business focused on helping the community? If so, how?
At Bluebird Play, our mission is to create a space where families feel welcome, connected, and inspired through joyful, meaningful play. As a mom of three young children, I started this business with the hope of offering something special to our community: a place that honors childhood, encourages curiosity, and fosters belonging.
One of the ways we try to give back is through our monthly featured book displays. Each month, we highlight stories that reflect important themes or cultural celebrations, like AAPI Heritage Month, Earth Day, or Women’s History Month. These books help families start conversations, build empathy, and see the world through different perspectives.
To extend that impact, we partner with local nonprofits doing meaningful work in each area we spotlight. A portion of our book sales goes to support their missions. While we’re still a small business and can’t give as much as we’d like yet, we’re committed to centering diverse voices and uplifting causes that align with our values.
At the heart of Bluebird is a deep sense of care—care for kids and families, care for the environment, and care for the community we’re proud to be part of. We believe that small moments, like sharing a meaningful story or feeling truly welcome in a space, can leave a lasting impression and help shape a more connected, compassionate world.

What should our readers know about your business?
Bluebird Play is a space where imagination, storytelling, and play all come together. What makes us truly unique is the way we integrate classic literature into every corner of our play space. Each structure and area is inspired by iconic works like Peter Pan, Alice in Wonderland, Mother Goose, and A Midsummer Night’s Dream. Our murals (by local artist Shannen Mythen) bring them to life. By focusing on these timeless stories, we’re able to tap into shared cultural touchpoints that not only engage children but also transport parents back to their own childhoods, creating a sense of nostalgia and connection. We believe these classics set the perfect tone for play, helping children explore new worlds while allowing parents to bond with their little ones over stories they love.
Getting to where we are today hasn’t been easy—and the truth is, it’s still hard. As a mom of three young kids, balancing family life with the demands of running a business, continues to be a daily challenge. From the beginning, we’ve faced plenty of hurdles: securing a location, navigating funding, and building a space that truly serves families in the way we hoped. Even now, there are areas where we’re still working to grow, especially when it comes to making our space more accessible and inclusive for every family who wants to be part of it.
Through it all, I’ve learned that patience, persistence, and staying grounded in your values matter more than having everything figured out. I feel incredibly lucky to have the steady support of my husband Dan, who is both my partner in life and in this business, along with the love and help of my family, friends, and our amazing staff. Their belief in this vision and their willingness to show up and work alongside me is what makes Bluebird possible.
One of the biggest lessons I’ve learned is the value of flexibility. Not everything goes according to plan, and that’s okay. What matters is how we adapt and stay focused on the bigger picture. Building a business is a constant learning process, but each challenge offers an opportunity for growth.
What excites me most about the future is the potential to continue growing and evolving. We’re just getting started, and I’m thrilled about the ways we can continue expanding our offerings, from new programming like parent classes and drop-off nights to deeper community involvement. What I want the world to know about Bluebird Play is that we are more than just a place for kids to play. We’re a community-focused space where families can connect through the power of stories, where children can explore and grow, and where everyone, young and old, can rediscover the magic of childhood together.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
When friends visit, I love giving them a true taste of Ocean Beach and the pockets of San Diego that make life here so special. We’d start the week with coffee from The Coffee Method, right downstairs from Bluebird inside Floral Fantasia. The cozy, flower-filled space and the friendliest baristas make it a perfect way to start the day. If we’re feeling indulgent, we’d swing by Azúcar for pastries, which are always a hit.
Mornings are best spent walking along the beach, watching surfers from Tower One or the dogs run free at Dog Beach. Of course, we’d spend time at Bluebird Play, especially if they’ve brought kids. We’d play, browse books, and just enjoy being together. For lunch or dinner, City Tacos and Raglan Public House are local favorites. And one evening would absolutely include dinner at Cesarina—our favorite restaurant in the city.
Liberty Station is another stop I love to include. It has a great park for kids, rich history, and there’s always something fun happening. The Point Loma Farmers Market recently moved there from the high school, and it’s quickly becoming a weekend favorite. Bluebird will have a booth there soon, and we’re so excited to join that community space.
On Wednesdays, we’d stroll the OB Farmers Market. It’s such a joyful midweek ritual filled with local food, live music, and that classic OB spirit. We’d also spend a day at Balboa Park, visiting the Mingei International Museum, the Japanese Friendship Garden, and the Fleet Science Center. A meal at ARTIFACT, inside the Mingei, is always a special treat. We also love the San Diego Zoo, especially for an afternoon walk through the shaded trails.
Later in the week, we’d visit North Park for its great local shops and food, or head out to Rancho Guejito for the Makers & Shakers Market. For a quieter moment, we’d take a walk and search for shells at Mission Point Park. One of our favorite weekend spots is City Farmers Nursery, and we love brunch at Nate’s Garden Grill, where there’s often live music and lots of space for the kids to roam.
If their visit lines up with a local event, we’d definitely check it out. There’s always something going on in OB: beach cleanups, the Kite Festival, the Chili Cook Off, the Restaurant Walk, or the Holiday Parade. These are the moments that really bring the neighborhood together.
We’d end the week sitting on the roof, watching the sunset and catching the fireworks from SeaWorld if we’re lucky. It wouldn’t be fancy, just a slow moment to take it all in. That’s what I love most about life here, it’s easygoing, community-centered, and full of little everyday joys that make it feel like home.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Bluebird Play is truly a group effort, and so many people deserve recognition for making it all possible. First and foremost, I want to shout out my husband and co-owner, Dan. He’s my “yes man” in the best possible way, always jumping in to support my dreams and bringing his own ideas and energy to the business.
I’m also incredibly grateful for my friend Caroline Andrew, a local theatre practitioner and lighting designer, who was there every step of the way, consulting and offering her expertise on creating a space that is as welcoming as it is functional. Her creativity and attention to detail made all the difference.
My parents, sisters, and in-laws deserve a huge thank you for their constant support. Whether it’s helping me stock shelves, painting walls, or cleaning up after birthday parties, they’re always there for me. I truly couldn’t do it without them.
Of course, my kids, who have to share me a little more now, but who continue to be totally enamored with the space and love coming to work with me. They inspire me every day with their energy and curiosity.
I also want to especially thank my mom, who instilled in me a deep love for books, particularly picture books. That love is at the heart of everything we do at Bluebird Play, and I’m forever grateful for her influence in that regard.
The incredible local nonprofits we’ve partnered with, like the SD API Coalition and Cans for Books, have been a source of inspiration. Their work is transforming our community, and we’re so proud to support their efforts.
And, of course, our amazing staff whose dedication, passion, and hard work make Bluebird Play the special place it is.
Finally, to our wonderful community—thank you to everyone who has walked through our doors, whether to play, shop, or simply be part of what we’re building. Your support means the world to us.

Website: https://bluebirdplay.com/

Instagram: https://www.instagram.com/bluebirdplayspace/

Facebook: https://www.facebook.com/bluebirdplay