A new bookshop has high hopes of feeding imaginations by bringing magic and theatre to children’s book selling.

Richmond and Twickenham Times:

The Alligator’s Mouth opened earlier this month and is run by Margaret Wallace-Jones, 46, and Tony West, 58, who met while working at the Lion and Unicorn children’s bookshop, which closed in 2013.

The literature-loving duo heard the reaction to its closure from customers and realised there was the market for a children’s bookshop if they could find a sympathetic landlord and affordable rent.

After 18 months, the dream became a reality and the bookshop, which offers advice and expertise that cannot be found on the high street, opened in Church Court, Richmond.

The bookshop staff assess a child’s reading needs and follow up with the right book for that child, at the right time.

Despite the closure of a previous children’s bookshop, Ms Wallace-Jones has high hopes and said the response to the Alligator’s Mouth had been positive, with a buzz on social media.

Ms Wallace-Jones, who lives in Kew, said: "We're intending to prove that there is still a place for children's books on the high street or just off the high street, in our case.

"We're intending to make a space where children can feed their imagination; where they can find not only stories, but also bookshop as theatre and we're intending to be part of raising the next generation of readers."

The bookshop has resources for readers of all ages and abilities and Ms Wallace-Jones and Mr West want to bring a sense of magic to children’s book selling through storytellers, jugglers, improvisations and tailormade story writing.

Ms Wallace-Jones added: "He [Tony] has years of experience in helping children to become readers and that is a crucial part of what we offer at the Alligator’s Mouth.

"I’ve always loved reading children’s books and consider myself lucky to have a job that allows me to pursue that interest.

"Books have been sold on this site since the 1940s and we are delighted to be continuing that tradition."

An official launch will take place in early May, complete with goodie bags, balloons, face painting and local authors.

For more information, visit thealligatorsmouth.co.uk.