Amanda Klein shared their story and experiences with us recently and you can find our conversation below.
Hi Amanda, thank you for taking the time to reflect back on your journey with us. I think our readers are in for a real treat. There is so much we can all learn from each other and so thank you again for opening up with us. Let’s get into it: Have you stood up for someone when it cost you something?
At Bluebird, we stand up for all our families and believe that every child should be able to see their story on the shelf. In today’s climate, even children’s books are under scrutiny, and it’s not always easy or popular to curate shelves that reflect the full diversity of our community. We intentionally carry books that celebrate all kinds of families and stories, and while that has meant losing some followers along the way, it’s important to us to stay true to our values and the families we serve.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Amanda Klein, founder of Bluebird Play, a children’s bookstore and creative play space in San Diego. At Bluebird, we’re passionate about helping kids see themselves and others in the stories they read. Our shelves feature diverse books that celebrate all kinds of families and experiences, and our space offers playful, hands-on activities that spark curiosity and creativity. What makes us unique is that we combine storytelling, learning, and play in a way that’s intentional, inclusive, and community-focused. Right now, we’re working on expanding our programming with events, workshops, and partnerships that continue to make books and creative play accessible and joyful for every family.
Great, so let’s dive into your journey a bit more. What breaks the bonds between people—and what restores them?
I think what breaks the bonds between people is a lack of empathy and connection. It’s easy to stop seeing and understanding each other and we drift apart. These days, so much of our community has moved online, often engaging from behind screens. Of course, it’s wonderful to connect with people far away, but it also makes it easier to focus only on ourselves and screens can give us a false sense of expertise and safety. What restores bonds, for me, is compassion and shared experiences, listening to someone’s story and coming together in meaningful ways. That is really at the heart of Bluebird: creating space for connection through books, through play, and through time spent with our children and other families so people can see themselves, understand others, and feel part of a community again.
When you were sad or scared as a child, what helped?
When I was sad or scared as a child, I always found solace and comfort in books. And I say that as someone who now owns a bookstore, but truly, books have this incredible power. There are so many specific books for every situation. There’s always a writer who has tackled that issue or a heroine who has been through something similar. Books became a way for me to work through my feelings, but also a way to invite new perspectives and ideas into my world.
Next, maybe we can discuss some of your foundational philosophies and views? What’s a cultural value you protect at all costs?
A cultural value I protect at all costs is the belief that every child deserves access to books and stories. Early childhood literacy is foundational—it shapes how children see themselves, how they understand others, and how they imagine the world. Books build empathy, language, and confidence, and they should be available to everyone, not just those with access or privilege. That’s at the heart of what we do at Bluebird: creating a space where all families can discover stories that inspire curiosity and connection, and where every child can find someone who looks like them in the pages.
Okay, so before we go, let’s tackle one more area. If you retired tomorrow, what would your customers miss most?
If I retired tomorrow, I think our customers would most miss the community we’ve built and how intentionally our space is designed. There are so many wonderful places to play in San Diego, but Bluebird fills a very specific niche—it’s small enough that grownups can see their kiddos wherever they are, but big enough for children to explore and for multiple ages to play together. More than anything, I think people would miss the sense of belonging. We’ve worked hard to create a space that feels safe and welcoming for all kinds of families, and that’s what makes Bluebird special.
Contact Info:
- Website: https://www.bluebirdplay.com
- Instagram: @bluebirdplayspace
- Facebook: https://www.facebook.com/bluebirdplay
- Yelp: https://www.yelp.com/biz/bluebird-play-san-diego?osq=Bluebird+Play
