The Children's Bookstore
"Children's specialty bookstores are a dying breed," JoAnn Fruchtman explains. "There aren't many left -- there weren't many when we started."
The owner of The Children's Bookstore in Roland Park, who's been in the business of selling books since 1978, should know. Her store is colorful and inviting, but without the grating, oversized cartoon characters or vapid music that some venues devoted to children can provide.
But the store itself is hardly the biggest contribution toward her welcoming retreat for young bookworms. Ten years ago, Fruchtman founded an educational orgnanization whose one goal is to put books in the hands of the children who need them most.
A little background
The first Children's Bookstore opened in South Baltimore, near Cross Street Market. Soon after, a second store was opened in Harborplace, followed by the current -- and now only -- location in 1986.
In 1998, Fruchtman expanded her business again, this time with The Foundation, to support kids and their teachers. Through the program, Baltimore City Public School teachers can fill out an application, and the store gives them books, which they in turn give to their children.
"We've given out tens of thousands of books," she says. "In many cases, these are the first books that these children ever own."
The Foundation has raised more that $1 million, which is now in the care of the Baltimore Community Foundation, and the organization now basically runs off of the interest it accumulates.
Clientele
Fruchtman credits her success to a clientele that understands the importance of supporting the institution; her employees; and Roland Park Public School. She says the store and school work in partnership, supportting each other.
But neighborhood families aren't her only customers. "People come from out of town to see the store," Fruchtman says.
Popular sections
Over the years, Fruchtman says she's seen an evolution in young readers. "I think that the good readers are reading more," she says. "The kids who come in here are amazing."
In particular, transitional books are booming. "Young adult fiction is written way better than most mass-marketed books," she says. And the large section of her store devoted to such literature proves her right.
And while specializing in books, the store also offers Gund products, Folkmanis puppets, posters, and various audio selectoins, such as books on tape and CD, storytelling tapes, and children’s music tapes and CDs.
Events
The store hosts a once-a-month fantasy club, and every month it gets a bigger, Fruchtman reports.
And at this year's Baltimore Book Festival booth, The Children's Bookstore tent will include a panel of Newbery Award winners, so be sure to stop by and visit some of your own favorite authors.
