WHSmith has opened its first dedicated children's store in the UK, under the brand Zoodle, at Manchester Airport.
A branch of Zoodle opened on Sunday and a second will open on Thursday 7 February.
The stores, housed in terminal one and two, are targeted at travellers with young families.
Zoodle by WHSmith stocks a selection of children's books, a range of stationery collections, toys and games, gifts, gadgets and a range of snacks.
The new concept stores have been installed in response to feedback from passengers asking for more child-friendly areas within Manchester Airport.
Simon Smith, chief operating officer at WHSmith Travel, said: "We are opening our first Zoodle stores just before half-term and well ahead of the summer peak."
Manchester Airport became the third largest airport in the UK behind Heathrow and Gatwick in 2012. Passenger numbers are expected to break the 20m mark again in 2013.
Beth Brewster, retail director for MAG, owners of Manchester Airport, said: "This is the type of innovative approach we take to retail at our airports and when WHSmith suggested launching this brand with us, we were naturally keen to pursue it further.
"I know our younger customers are going to really enjoy it and from the feedback we receive we know that passengers want to have more child-friendly products while they're waiting for their flights, so Zoodle certainly fits into that category."