The Book Frog Launches Crowd-Funding Campaign

A local independent bookstore has launched a crowd-funding campaign to expand its selection of reading material and make the store a true destination for readers.

Located in the Promenade on the Peninsula, the Book Frog—which was opened in November 2011 by employees of the former Borders store—is hoping to raise at least $10,000, according to the fundraising page on Indiegogo.com. As of 1 p.m. Tuesday, fans had donated more than $750.

"The mall in which our store is located is losing retail business at an alarming rate; so fast, in fact, that they're lobbying to fill empty retail spaces with offices," the owners wrote on the fundraising page. "We know that with the right mix of inventory—having on hand most of the books that people want and a healthy selection of books for them to discover, and having great bookish gifts and sidelines such as book lights, cards, and journals—we will be a destination in our own right and won't have to worry about the foot traffic that the mall might bring in.

The campaign was launched Saturday.

People who donate at certain levels, ranging from $5 for a tadpole to $1,000 for a frog prince, receive benefits like their names on the store's column of fame, bookmarks and even discounts at the store.

For more information, watch the video above and visit the "Shelf by Shelf" indiegogo campaign.