I am a student at UW-Madison and packer season ticket holder, but work in the mall so I find myself here quite a bit when picking merchandise. I'd much rather go to the UW Book Store downtown. The store itself is super outdated and feels straight out of the 90's. They have a lot of merchandise, but it's mostly stuff for moms and dads, nothing that appeals to youth. However, they do carry sizes for babies all the way up to 4x. The employees all seem pretty annoyed to be working there and are actually pretty suspicious of any younger people in the store. I've bought one thing in the store out of every time I've been there and it was a gift for my older brother. They do have some temporary tattoos and cute beads for game day, but everything is crazy overpriced (like $8 for 4 temporary tattoos). This store needs a total update!