Rainbow Booksellers 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 West Vliet St. location in Milwaukee's Washington Heights neighborhood in 1994.

As the only 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 20% 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. Classic toys, puzzles and small items for birthday favors are also available. And the candy counter, chock full of treats, is a sweet way to round out a visit. 

There is nothing we enjoy more than when the customers who used to park their bikes in front of the bookstore push their stroller through our front door to introduce their own children to Rainbow Booksellers. We hope you will stop in and start your own family traditions surrounded by the magic of children's literature.