Locals likely don’t give a further thought to the Bonanza Gift Shop on Las Vegas Boulevard and Sahara Avenue, the 40,000-square-foot home to countless graphic tees, coffee mugs, miniature roulette wheels and other Vegas-themed tchotchkes. However, anyone casually driving past the self-proclaimed World’s Largest Gift Shop or attentive to social media might have detected a change on its memorable marquees, with curious “grand opening” signs below them.

No, it hasn’t ditched its oft-photographed “If it’s in stock, we have it!” sign (yet). But to its left, where the words “Naughty Town” once presided, “Kidz Town” is now touted, and the store below it, which closes earlier than the stores on either side, has traded its R-rated, bachelorette-friendly duds for G-rated, kindergarten-friendly ones. Insert your favorite statement about the sanitizing of Las Vegas here.

Store manager Molly Gabay confirmed that ownership changed a couple of months ago—celebrated quietly by a Labor Day weekend grand opening—which prompted other changes, such as merchandise upgrades and Naughty Town’s transition to Kidz World, as the name appears on Bonanza’s website (apparently, Kidz Town wasn’t big enough for all the kiddie goodness). Future developments may include food options, Gabay says, to make Bonanza “more like a shopping center.”

Its previous owner was Lynn Morris of BMorris, Inc., and according to City of Las Vegas documentation, the space is being taken over by a group of managing members and trustees named New Bonanza LLC. The building now occupied by Bonanza Gift Shop has a colorful history. Vegas Now and Then asserts it was a shopping center, then a series of casinos, the last of which opened an adult bookstore which ultimately became Naughty Town. Now, Sin City’s largest gift shop is a little less sinful.