Rainbow Booksellers for Children

25% Off The Cover Price All The Time!

Est. 1994


We have resumed regular hours with new safety measures in place, to include:

-Masks will be required for customers and staff for the foreseeable future.

- We will supply disposable, sanitized gloves for all customers for everyone’s safety.

- Based on customer feedback, only adults can shop until it is deemed safer for children to be in the store and only four at a time. As strange as that sounds for a children’s bookstore, we feel that parents were overwhelming in their support on this policy.


We hope to welcome back the many children who have frequented our store together with their parents as soon as possible.


Wednesdays: 3:30PM - 8:00PM

Saturdays: 9:30AM - 5:00PM

& By Appointment

5704 W. Vliet Street 



About Rainbow Booksellers

Rainbow Booksellers was opened in 1981 as The End of the Rainbow on North Avenue in Wauwatosa. Originally owned by Mr. Jim Twelmeyer, it was sold to Joe Croze and Marye Beth Dugan in 1991.  The business was moved to its current Vliet St. location in Milwaukee's Washington Heights neighborhood in 1994. As the last children's bookstore within the City of Milwaukee, we have enjoyed the gracious support of our Washington Heights neighbors as well as the greater metro area.


It is our mission to sell quality children’s books in a welcoming atmosphere that creates warm memories for children. Titles for kids from birth through high school age are available and are always offered at a 25% discount off the cover price.


Unique books in the areas of science, math, multi-cultural, foreign language, art are complimented by general titles that are sure to both captivate and educate young readers. Wooden toys, puzzles and small items for birthday favors are also available. And, the candy counter, chock full of treats, rounds out a visit.


We offer book fairs at schools, day care centers and other agencies as fundraisers. Book fairs are a special opportunity to offer exceptional books to your supporters while earning extra income for your business or school. You can click on our Book Fair tab for more information. 


Book Fairs

Rainbow Booksellers would be happy to help your organization earn extra income by hosting a book fair. We have provided this service for twenty years in many communities throughout Wisconsin. Your customers will be delighted with outstanding titles for children through young adults.

We will deliver the books to your location and assist in setting up the book fair. Rainbow Booksellers staff remains available to you for the duration of the book fair and can replenish titles as may be necessary. The books are sold at the cover price with the hosting facility receiving 25% of the total sold. Your portion can be taken in the form of a check or the earned income can be used to purchase books for your school or agency.


Book fairs are wonderful opportunities to earn income and are often held in conjunction with other school activities such as teacher conferences, ice cream socials, sports events, festivals, theatrical productions, holiday events,  and student organization functions. The possibilities are endless for a successful book fair with Rainbow Booksellers!


Over the years, we have enjoyed providing book fairs to hundreds of area elementary and high schools, daycare centers, universities, and a variety of other agencies. And remember, by using an independent bookstore, you are supporting small business and strengthening neighborhoods and communities.


Please call the store (414-774-7205) and speak with Joe or Marye Beth. We will work with you to schedule the dates and design of your book fair. 



"Wonderful, friendly service and such a lovely selection of books and gifts and they could not have been kinder to my children. This is the kind of business you want to support! Will be back for Christmas gifts!"

"Wonderful selection, caring employees and a charming storefront. What more could one want?"

"Fabulous kids bookstore. Always some treasure to find and encourage young readers. Perfect to sit down and check out a new book. Owners are wonderfully helpful. A local treasure that should be a regular stop for anyone with kids."


Contact Us

5704 W. Vliet Street Milwaukee, WI 53208

rainbowbooksellers@gmail.com  /  414-403-7108