New Mexico, North Carolina and Virginia are the new markets the company plans to enter this year. Last year Wireless Toyz opened its first stores in the Denver; San Antonio; San Diego; San Bernardino, CA; Tampa; and Toledo, OH markets. The company's smallest concentration of stores currently is in the Northeast.

Wireless Toyz is looking for 1,400-sf to 3,000-sf units on the end-caps of shopping centers, revealed Richard Simtob, the company's chief operating officer, last month at an International Council of Shopping Centers conference in Phoenix. The units have to be far away from the retail stores of wireless carriers, he says.

However, Wireless Toyz stores can be as close as a two-mile radius from each other depending on the market, Simtob says.