Books-A-Million, which has consistently reported solid performances in its children’s area, is unveiling a new 8,000 sq. ft. Kids-A-Million department in its flagship store in Birmingham, Ala. on Saturday, November 10. “Sales trends from our more than 250 stores across the country and re-energized our focus on the children’s category and prompted a redesign of Kids-A-Million at our flagship store,” said Terry Finley, BAM CEO and president.

At the 23,000 sq. ft. Brookwood Village store, the second floor has been restructured as a dedicated kids-only retail destination, with space to accommodate approximately 12,000 children’s books as well as an expanded inventory of toys, games, gifts and tech. The section includes special displays for popular brands, such as LEGO, Diary of a Wimpy Kid, American Girl, Skip Hop, Star Wars, The Elf on a Shelf, Disney Junior, Angry Birds, Thomas & Friends and Dr. Seuss, while also offering an increased inventory of learning tools and educational resources from LeapFrog, Brain Quest, Spectrum Workbooks and NatGeo.

Finley told PW that the new department "is part of an ongoing initiative to reinforce our growing kids business. We will roll out elements to other stores in the regular course of business."