The sidelines holiday season is here. Calendars and cards hog display space, while shoppers mull purchases yet to be made. The wide variety of products for the close of 1999 reveals manufacturers seeking specialized markets, some well established, others developing.

For the very young reader-to-be and concerned parents, Kinderbright, of Berlin, Vt., presents a charming series of early education products. Each set is composed of an illustrated story book and coordinated puzzle, encouraging the child to learn through manipulation and play while connecting puzzle pieces with elements in the story. In addition to their educational underpinnings, Kinderbright's book and puzzle sets are delightfully illustrated, making them playtime naturals for young children and parents. Current titles include Frog on a Hollow Log, Alphabet Circus, Understanding a Rainbow and Grandma's Garden. Call (902) 542-0335, fax (902) 542-5733.

The slightly older crowd will be pleased to test drive some of the new models from Mudpuppy Press, a division of Galison, in New York City, whose sideline offerings focus on high-quality puzzles based on popular children's book characters. Continuing to expand its line, Mudpuppy adds adorable frames, an activity box and scrapbooks, also illustrated with favorites from children's stories. A new partnership with Marc Brown premiers this fall with an Arthur scrapbook, photo frame and three styles of puzzles. The 11"x11" scrapbook/activity book has 64 engagingly designed and illustrated acid-free pages for drawings, photos, stories and personal notes about family, friends and self, clearly organized for school-age kids (or younger ones, with help from adults). Other, equally terrific, scrapbooks from Mudpuppy star Babe the Pig, Lilly of the famous Purple Plastic Purse, Curious George and Kitty Cat. Given their size and quality, the price point for these products is admirable. Call (212) 354-8840, fax (212) 391-4037.

Colorbok's 2 Grrrls line, created by artists Lisa Rietveld and Trilby White of St. Paul, Minnesota, catches the young teen female's fancy with colorful, cartoon-like graphics that embellish just about everything, from desk sets to notepads, stationery, writing accessories, diaries, journals, address books, binders, photo albums and scrapbooks, and more. 2 Grrrls aims playfully to enhance the self-images of women young and old, frequently incorporating mirrors and positive statements ("Hello, Gorgeous," and "I Love My Life") in product design. You go, 2 Grrrls! Call (800) 366-4660, fax (734) 426-2520.

PaperTroupe Limited, of Melrose Park, Ill., carves itself a teen niche with PaperTroupe Next, a jiggy new line of greeting cards for the young and the restless. Heavy card stock printed with bright, bold backgrounds and embossed with thick silver-foil icons (yin/yang symbol, peace sign, daisy and heart outlines, etc.) makes these notes stand out visually, just as brief messages in combinations of straight English, slang and e-speak get the word across quick & ez. More than 30 designs are available in cards, plus scrapbooks, journals, albums and PaperTrouope's exclusive "e-dress" books. It's a look. Call (888) 338-9244, fax (888) 338-3808.

Photo frames, address books, journals and photo albums by Miriam Bereson Designs, available through Australia Steamboat Connection in Steamboat Springs, Colo., appeal to the somewhat more mature but decidedly frisky among us. All feature distinctive covers or frames of a board-like material with cutouts of words or simple images, fastened to backing with screws or binder rings; the look is elegantly industrial and whimsical. Engaging, in colors both muted and full strength. Call (800) 400-0692, fax (970) 879-5195.

Antioch Publishing, in Yellow Springs, Ohio, announces that its Reflections of Colour sidelines products have expanded to include wirebound journals and address books, bookplates, and stickers in addition to bookmarks, bound diaries and journals and magnets. Each product line showcases the work of an African-American artist, including Brenda Joysmith, Albert Fennell, Sylvia Walker, and Julia Cairns, each of whom creates distinctive, appealing images. High quality and wide ranging in tastes. Call (800) 543-2397, fax (800) 542-7749.

Unique for the holiday season, Atelier de Paris and Lico Publishing of Los Angeles fashions colorful, hand-painted silk scarves and ties embellished with images of books and writing utensils accented with floral or other nature motifs. Created for the 1999 Book Expo America in Los Angeles, the scarves and ties make uncommon personal accessories for grown-up booklovers. Available in a variety of colors and compositions. Additional gift items of hand-painted silk include business card holders, pocket picture frames and magnetic silk bookmarks. Call (310) 553-6636, fax (310) 553-9621.