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Borders sharpens its kids focus with new product offerings

Michigan-based US bookstore chain Borders is broadening its focus on kids with a slate of new products and strategic partnerships in time for the holiday season.
November 8, 2010

Michigan-based US bookstore chain Borders is broadening its focus on kids with a slate of new products and strategic partnerships in time for the holiday season.

Building on the implementation of educational toys and games to its US superstores last fall, the company is further augmenting its offerings to include products from brands such as LEGO, American Girl and Sesame Street.

New features include an American Girl destination that’s launched in more than 500 Borders superstores nationwide and features fiction, non-fiction and craft products from Mattel’s girl-centric brand. In select Kids stores, the expansion in book selection includes the addition of titles from Dr. Seuss and Sesame Street and a wide array of baby books and non-fiction books.

In toys and games, the assortment has been expanded to include Harry Potter and Star Wars -themed LEGO sets, puzzles and role-playing games from Melissa & Doug, science activity kits from Scientific Explorer and SmartLab, as well as Sesame Street and Dr. Seuss educational games, puzzles and stuffed toys.

The company has also recently teamed with Build-A-Bear Workshop to introduce the Build-A-Bear Craftshop product line in each of Borders’ 500+ retail stores. Borders is also featuring the Build-A-Bear Workshop book, DVD and plush toy.

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

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