Borders Renews Strategic Focus on Kids with New Products, Exciting Events, Partnerships

ANN ARBOR, Mich., Nov. 5, 2010 /PRNewswire/ -- Borders today announced it's expanding its focus on kids with a slate of enriching events, new products from leading brands and strategic partnerships that position the retailer as an exciting hub for children and their families this holiday season.

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Borders reorganized and refreshed its Children's sections earlier this year to better highlight its selection and create an easy and intuitive shopping experience for parents and all gift givers. The Children's area is now organized by chronological age so customers immediately know where to go when looking for the perfect gifts for the children in their lives. In addition, Borders added thousands of educational toys and games to its superstores nationwide last fall. Following a strong customer response to the offerings, Borders has further augmented its assortment to include additional products from leading brands such as the LEGO brand, American Girl and Sesame Street.

Expanded Product Assortment

The company created an American Girl destination in more than 500 of its superstores nationwide that features fiction, non-fiction and craft products from the popular brand. In Borders' best performing Kids stores nationwide, the retailer has expanded its assortment of both books and toys and games. Expansions in books include additional titles from Dr. Seuss and Sesame Street and a wide selection of baby books and non-fiction books for all ages. In toys and games, the assortment has been broadened 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.

Strategic Partnerships

As previously announced, the company has teamed with Build-A-Bear Workshop® to introduce the Build-A-Bear Craftshop product line in each of Borders' more than 500 retail stores nationwide. Borders is also featuring the Build-A-Bear Workshop book Holly & Hal Moose™: Our Uplifting Christmas Adventure, Holly & Hal Moose: Our Uplifting Christmas Adventure DVD and Hal Moose®, a Build-A-Bear Workshop plush toy, in stores. Borders will encourage customers to purchase the furry friend, book, and DVD and donate the items to the company's holiday book drive, which is now underway and continues through Dec. 24.

Enriching Events in November

Borders stores provide a great venue for kids to come together and engage in enriching activities. The company is hosting the following events in November.

• LEGO® Parties – Nov. 6 – Borders is teaming with LEGO® to host LEGO® Atlantis parties in Borders stores Nov. 6 beginning at 2 p.m. Each child will be given their own LEGO Atlantis kit (while supplies last) that they can use to build their own underwater vehicle and travel to the depths of the ocean to find Atlantis. There will also be games, trivia, Atlantis giveaways and more. Perfect for kids aged eight to 12. Dads will love this event too.

• Diary of A Wimpy Kid: The Ugly Truth Release Parties – Nov. 9 – Diary of a Wimpy Kid; The Ugly Truth, the highly anticipated fifth book in Jeff Kinney's outrageously popular Diary of a Wimpy Kid series, hits shelves Nov. 9. Borders is celebrating with a special release party on release day for Wimpy fans. The activities, which include a book discussion, games, arts and crafts and giveaways, kick off at 6 p.m. Great for kids aged eight to 12.

• Build-A-Bear Workshop® Story Time – Nov. 13 – Borders stores will host a Build-A-Bear Workshop® -themed party Nov. 13 at 11 a.m. Story Time, featuring  the book, Holly & Hal Moose™: Our Uplifting Christmas Adventure, games, crafts and a special offer from Build-A-Bear Workshop and more are in store for kids during this special party. Best for kids aged three to eight.

Activities will vary by store. To locate a store hosting a party, click the Store Locator tab on Borders.com.

About Borders Group, Inc.

Headquartered in Ann Arbor, Mich., through its subsidiaries, Borders Group, Inc. (NYSE: BGP) is a leading specialty retailer of books as well as other educational and entertainment items. The company employs approximately 19,500 throughout the U.S., primarily in its Borders® and Waldenbooks® stores. Online shopping is offered through borders.com. Find author interviews and vibrant discussions of the products we and our customers are passionate about online at facebook.com/borders, twitter.com/borders and youtube.com/bordersmedia. For more information about the company, visit borders.com/media.

SOURCE Borders