Borders has added a selection of educational games and toys to the children’s sections in its superstores; the products are divided into toys and games for children three and under; for kids 3 to 7; and for kids 7 through 12. The space for the games and toys came out of areas previously dedicated to music and movies. According to Borders, the toys and games the stores carry have been chosen to help children learn to become readers by “promoting diversity, fostering creativity and helping build cognitive skills.” Borders will staff the children’s section with a specialist — whose hours will vary from store to store depending upon peak shopping periods — to help with recommendations.
The addition of toys and games is in keeping with Borders’s strategy of expanding its range of products for children, while also positioning the retailer to offer shoppers of all ages items of interest to them as they grow up, said Kathryn Popoff, v-p of books and merchandising. Borders has recently created a boutique for teens, Borders Ink Teen Shop, as well as a section for Independent Readers in the 8-to-12 age group. The new sections, Popoff said, “really showcase our children’s offerings. We feel very well positioned for the back half of the year."
