Hachette Children’s Group teams with Book People for 18-month initiative.
Hachette Children’s Group and Book People have joined forces for a new 18-month direct to consumer partnership to promote the works of Enid Blyton.
Following the formation of Enid Blyton Entertainment, in January 2016, this retail partnership is the brand’s biggest to date.
The strategic partnership will support initiatives to bring Enid Blyton’s writing to children and families through Book People’s well-established direct to consumer channels, including its website, www.thebookpeople.co.uk, fleet of local distributors and mail-order catalogue.
Book People’s website now has a dedicated Enid Blyton area, created to demonstrate the breadth of work – from Noddy through to The Famous Five.
Bespoke publishing will include box sets for The Secret Seven and The Famous Five, seasonal story collections in hardback and other special gift formats.
The marketing and PR activity is planned to kick off in June with a focus on Noddy, and will continue later in the year with a national newspaper promotion for The Famous Five.
2017 marks the 75th anniversary of The Famous Five and the 120th anniversary of Enid Blyton’s birth, and the partnership will celebrate ‘A Lifetime of Adventure’.
Sarah Walden, group buying and merchandising director, Book People said: “We’re delighted to announce our partnership with Hachette Children’s Group. I loved Enid Blyton as a child and spent many hours reading her books, so to be spreading the joy of her work is especially exciting to me and the business.
“We see this partnership and Enid Blyton’s work as a fantastic way to engage our existing customers and reach new ones, especially in schools.”
Hilary Murray Hill, ceo, Hachette Children’s Group, added: “Enid Blyton Entertainment has enjoyed a successful first year, with multiple brand and publishing developments, and this significant retail partnership will cement the works of Enid Blyton further, in families throughout the UK.
“Book People’s varied and sizeable routes to market make them the perfect partner to promote Enid Blyton to new readers, and also to those familiar with Enid Blyton. Launching in a landmark year for one of Britain’s best-loved authors, this long-term collaboration is an extremely important development, helping us place Enid Blyton well and truly at the heart of every childhood.”
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