Book retailer Borders Group, Inc. is continuing a recent pattern of reaching out to younger customers (and their parents) with a new
expanded assortment of toys and games. Borders now offers a wider selection of educational toys and games for kids ages 3-12 at its stores across the US,
writes Retailer Daily.
As part of the heightened focus on kids’ products, the children’s department in Borders stores will feature a dedicated kids’ specialist to answer questions and make recommendations. In addition, Borders is adding a picture book feature wall and separate section for readers ages 8-12 in its stores. Furthermore, Borders plans to roll out in-store Borders Ink Teen Shops at select locations to serve young adult, graphic novel and manga (Japanese animation) readers. Items will include books as well as related products such as lunchboxes and lifestyle goods. The Borders web site features a
dedicated page for toy and game customers.In the face of
slumping sales and signs U.S. adults are losing interest in reading, Borders is targeting children, tweens and teens. For example, through August 31, Borders is running the
Summer Reading Challenge. Kids 12 and under can read any eight books of their choosing and tell Borders what they’ve read using a coupon available online or at Borders and Waldenbooks stores. With a parent signature, participating kids can then use the coupon to purchase one of a number of classic children’s books at the discount price of $4.99. The promotion has also featured in-store events.In addition, Borders is targeting young adults and science fiction fans with
Babel Clash, an interactive blog moderated by its science fiction buyer and featuring appearances by authors and other guest contributors who engage in online debates and trade blog posts with science fiction fans. Borders also recently launched a
Facebook page [reg. req’d.] dedicated to readers of young adult books and graphic novels that also features interviews, book recommendations, photos, guest postings, and other exclusive author content.
Borders is the only slumping retailer seeking to boost sales with toys. Broadline retailer Sears Holding Company, which has been tinkering with its product assortment for several months, is now planning to pilot in-store toy shops in time for the 2009 holiday season. According to the Los Angeles Times, Sears will open 20 mini-toy shops in four geographic regions in August 2009. Sears reported mixed results for Q1 2009 but had significant losses during Q4 and fiscal year 2008.
