Destination: Children's

Borders ultra-popular Children's category is now a Destination, an 1,800 square-foot boutique within a store created exclusively for kids ages zero to nine. The Destination offers an unforgettable experience for youngsters—and their parents—with its deep selection of books and non-book items including toys, games, CDs and DVDs, in an enriching environment where children can read, play, and interact with friends—all set against a fantastical mural backdrop that inspires, captivates, and delights. To make shopping in the Destination even more meaningful, Borders relocated its Independent Reader section, which caters to kids ages 10-12, outside of Children's. Now younger readers and older readers alike can shop in departments that are filled with offerings that cater to their unique interests and preferences.

Titles, Merchandising & In-Store Events

• For infants, toddlers and pre-schoolers, the Destination offers Baby Einstein™ and Dora the Explorer™, Sesame Street™ and Thomas the Tank Engine and Friends™ DVDs, as well as a large selection of picture and cloth books, and classic children's books. A special baby gift center features trendy product lines, as well as a number of finger-puppet books and picture books perfect for capturing babies' attention during storytime.
• For beginning readers, ages four to eight, the Destination offers a large selection of Dr. Seuss books, picture books, coloring and sticker books as well as toys, games, puzzles, and audio books.
• Early readers, ages seven to nine, will enjoy the Destination's "Read to Myself" selections including the Magic Tree House™ and Junie B. Jones™ series. The Destination also features a large inventory of non-fiction books on history, religion and poetry among other topics.
• The Destination includes a special area for children's storytime events, summer camps, author signings, and other kid-focused store events, as well as plenty of comfortable seating for hours of reading and playing enjoyment.

Mural

• The Destination is surrounded by a giant mural, created exclusively for Borders by award-winning Australian author and illustrator Colin Thompson. Spanning three walls, the mural features detailed images of castles, underground cities, flying books, air balloons, and a number of other captivating images in vibrant colors. Surprising and delighting customers of all ages, the mural also includes three-dimensional elements—books and secret drawers, among other elements - that jut out slightly from the wall for added visual interest.
• Images from the mural are carried throughout the Destination in the form of cut-outs of characters and trees and placed atop bookshelves. In addition, two giant cut-out hot air balloons are suspended from the ceiling, adding to the special experience offered within the Destination.