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In Grand Rapids, it targeted an area on the southeast and southwest sides roughly bounded by Wealthy, Hall, Union and Godfrey. The Merrie-Go-Round was launched in connection with the Model Cities program, a national effort that was part of President Lyndon Johnson’s War on Poverty.

In winter months, the vehicle made regular stops at day care centers and provided a rotating collection of books to senior citizen centers. The Merrie-Go-Round staff connected with neighborhood kids through movies and storytelling, alongside checking out books. It was meant to be different from a traditional bookmobile: informal and easy to approach. During the summer months, the Merrie-Go-Round made regular visits to parks throughout the city. In 1971, the Grand Rapids Public Library debuted a new mobile library: the Merrie-Go-Round.