Penguin Ventures looking to build on success of books with bespoke programme.
With the book series having sold over 1.6 million copies to date, Penguin Ventures is to create a bespoke licensing programme around the Ladybird Books for Grown Ups.
The programme will look to foster the tongue in cheek humour and universal appeal of the publishing range.
Penguin Ventures believes that the brand lends itself well to adult gifting, and the company is working with both current and new partners who bring a level of design and understanding of the brand in developing complementary consumer products.
It is currently looking for new product opportunities to further expand the range.
“Although we all thought that Ladybird Books for Grown-Ups had the potential to be successful, the way in which the public has embraced this range has been extraordinary and given us a fantastic opportunity to develop a complementary brand that will extend the vintage Ladybird Books universe and allow us to work with licensees to develop some fun and innovative products,” said Susan Bolsover, head of licensing and consumer products at Penguin Ventures.
Damian Treece, brand manager, added: “We’re tremendously excited to be launching this programme, but it would be remiss not to mention that the programme for the Ladybird Books: The Vintage Collection continues to grow in parallel.
“We’re privileged to have an amazingly diverse and flexible brand that has allowed us to develop a strategy that we feel will allow both strands to co-exist and flourish.”
