Comic Book Store Redefined

When it comes to comics, there are two types of readers: the hard-core fanatics and the casual ones.

Collector’s Paradise caters to both but focuses on the casual reader.

“We’re a different type of store, different from many comic book stores that you see. Most comic book stores sell a lot of older comics, older toys, and dusty collectibles in addition to the new releases that come out. We pride ourselves on being sort of different,” says Edward Greenberg, owner of Collector’s Paradise.

Different in a way that the store doesn’t stock up on old back issues like other comic stores; instead it focuses on the “bookstore model; comics that come out monthly as periodicals and a huge selection of graphic novels, plus related merchandise, like toys, statues and art.” says Greenberg.

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“We don’t consider ourselves a Comic Book Store, we call ourselves a Comic Bookstore,” he adds.

In short, Collector’s Paradise focuses more on the reading aspect of the hobby as opposed to just the collecting/investing aspect.
Greenberg also tells us how his shop stands out from the rest by not looking like a “stereotypical comic book store with a bunch of older products, mixed fixtures and hand-written signs”. Instead, Collector’s Paradise stores look like a proper bookstore with fixtures that match each other, original art and prints on the walls, and an overall very sharp appearance. Not like some stores that looks like someone’s garage with posters and toys displayed without rhyme nor reason. The San Fernando Valley branch even has a dedicated Art Gallery attached.

This distinction of image makes Collector’s Paradise much more inviting to casual readers.

“We kind of try to focus on a professional clientele that like to read comic books and graphic novels as a form of literature as opposed to the old school collectors who just like to collect long runs of comic books,” explains Greenberg. “We do have a lot of collectibles in the store, but one does not have to be a collector to feel comfortable walking in.”

Collector’s Paradise’s unique approach to the hobby even extends to how they celebrate the yearly National Free Comic Book Day event. “Every first Saturday in May, most stores do an event called Free Comic Book Day. They buy a bunch of comics really, really cheap from the publishers, books that are specially created for this event, and they give them out to people who walk in the store that day, as a way to promote reading comics.” says Greenberg.

But true to its unique nature, instead of Free Comic Book Day, Collector’s Paradise celebrates Free Comic Book MAY.

“We’re giving away the comics, like everyone else, but we’re also doing it for a whole month. I think that’s a huge thing that nobody’s done in Los Angeles. We don’t call it Free Comic Book Day, we call it Free Comic Book MAY,” says Greenberg.

It is Free Comic Book May because people can get free books every Saturday in May. But the store also does more than just give away free comics, when people come in. Collector’s Paradise will have comic creators to sign the books, a variety from local to the world-renowned.

“First of all, we create a huge event on May 4th, there’s a huge talent signing in each store and we have guys like J. Michael Straczynski, creator of Babylon 5; Whilce Portacio, one of the biggest artists in the industry and co-founder of Image Comics, the third largest publisher in comics. He’s coming, plus a bunch of other really super talented people,” says Greenberg. These signing events continue for the rest of the month, on Saturdays, at both stores, with many local creators showcasing their books in the stores.

Perhaps what makes Collector’s Paradise all the more endearing, is the fact that it does its part in giving back to the community.

Partnering with the Pasadena Public Library and other Pasadena organizations, the store does events like “Pasadena LitFest as a way to expand comic books awareness in the community. We’re establishing a relationship with the Pasadena City College. We’re all about being in the community and love to work with local organizations and have sponsored several charity events in the Pasadena Area,” Greenberg enthuses.

Greenberg also says that they will be on hand to give out free books not just in his store, but in the Pasadena Public Library as well. He says on “May 4th when people go to check out Free Comic Book Day, we will be there at the library giving out books. One of our favorite creators, Mike Kunkel, of “Herobear and the Kid” is going to be there to sign books for kids and do sketches.”

Greenberg adds, “If you go to the Pasadena Library and check out a graphic novel there to read, those very likely come from us. Many of their graphic novels have been purchased by the library from us in the last two years.”

The partnership between Collector’s Paradise and the Pasadena Public Library is an ongoing relationship, Greenberg says, and “we want to do that with other organizations. Anybody who wants to start a relationship with our stores can call us and talk about it.”

Collector’s Paradise Pasadena is located at 319 S. Arroyo Prkwy #4, while the original branch is in San Fernando Valley, at 7131 Winnetka Ave in Canoga Park. To find out more about Collector’s Paradise, you can visit http://comicsandcards.net, where additional information for each branch is available, or email the management at store@comicsandcards.net