Initial sales at the three Zoodle children's stores opened by WHSmith have been "encouraging".
The retailer commented on its kids' stores, which sell children's books, toys and stationery, in its latest financial report.
"We continue to invest in format development, building on the strength of our relationships with landlords and we continue to see opportunities to extend the WHSmith brand and develop new brands," read a statement.
"We have recently opened a new concept WHSmith Express store at East Midlands Airport, a WHSmith BooksPlus store at Heathrow T4 and three Zoodle stores with a dedicated children's offer; two in Manchester Airport and one in Melbourne Airport.
"Whilst the stores are still in trial phase, initial performance is encouraging.
"In addition, we can bring our operating expertise to partners where there is a mutually beneficial opportunity, for example, we opened our first M&S Simply Food store in Salford Hospital in November."
