There’s never a dull moment inside Kid Ventures.

Picture young boys yanking out a fire hose to rescue stuffed animals stuck in a (pretend) burning castle, while just a few feet away, a costume princess blows bubbles for children who are finger-painting.

“Every day is something new,” said store owner Debbie Solomon. “There’s always something going on.”

The store, which celebrates a grand opening today at its newest location in South County, has costumes, art supplies and rooms filled with life-size props such as pirates ships, fire stations and cars. There is plenty here to spark the creativity in any child, but the business mainly caters to kids between the ages of 1 to 8.

Why Kid Ventures?

Solomon noticed that often parents want to play with their children but don’t know how. She also knows sometimes parents need a break, which is why her store features a Parent Cafe with Wi-Fi and a place for parents to relax.

Solomon, 38, opened the first Kid Ventures in Pacific Beach just after she had her first child in 2009. With the second location, Solomon collaborated on the life-size village facades with Jim Vanegas, an artist and contractor who once worked for Disney.

The South County Kid Ventures is at 851 Showroom Place in the Eastlake Design District of Chula Vista. Hours are 9:30 a.m. to 7:30 p.m. Mondays through Thursdays; 9 a.m. to 9 p.m. Fridays; 9 a.m. to 12:30 p.m. Saturdays. The store is open for birthday parties Saturday and Sunday afternoons.

Admission is $12 for the first child and $8 for siblings. Kids are required to wear no shoes and socks as they play.