Chinaberry’s winning combination: soft on the outside, savvy on the inside

By Reported Donna Loyle

A Peek Inside the Books

While children’s books remain a mainstay, the company has expanded its merchandise selection in the Chinaberry catalog to include toys, arts and crafts kits, puzzles, games, story tapes, pottery, ornaments and more. Ann Ruethling, currently vice president of creative and merchandising, and her staff judiciously select books and ancillary items that promote character-building, environmental awareness and gender-neutral themes.