42-43 LSB 2020 Publishing_muk.qxp_NEW LSB 2008 GRID 06/07/2020 12:07 Page 42
FOCUS ON… PUBLISHING
Bottom left: Creators of The Gruffalo, Julia Donaldson and Axel Scheffler, unveiled new images relating to these pandemic times which were turned into downloadable posters for everyone to use. Inset and below: Usborne’s That’s not my… titles continued to perform well in lockdown as many were ranged in supermarkets.
The traditional publishing category was fast to adapt to the changes brought by lockdown, launching new digital content to aid parents with home schooling and keeping children entertained and using characters to promote key safety messages for the times. As book stores start to re-open and consumers have more freedom to browse, there are also some cautiously optimistic hopes for the autumn. LSB finds out more.
Well read
L
ike all of us, for the licensed publishing sector, ‘agile’ has been the watchword of the past few months. The sector adapted swiftly, with many companies upping their digital game, as well as engaging with consumers with clever initiatives to help keep children occupied. Paul Black, PR and brand director at Andersen Press, tells LSB: “We’ve seen a big boost in sales for Elmer, Little Princess: I Don’t Want to Wash My Hands (for all the reasons you’d imagine) and Not Now, Bernard – all either have heritage behind them, or a COVID-related campaign we’ve been able to muster,” he says. “For Elmer we released a couple of free activity packs for families to use at
home - which have gone down a storm.” Andersen Press launched its first merchandising range based on Not Now, Bernard in June with TruffleShuffle, which Paul says “over-performed”, while its Elmer Day activity online was such a success that it could be something the company takes forward post-pandemic for future celebrations. Its new Elmer range with Matalan, which was delayed slightly, is now due to be released later in July. Usborne Publishing says that activity and educational books have sold strongly during lockdown, while, in terms of its licensed lines, the ‘That’s not my…’ titles have kept up a good performance as many are ranged in the supermarkets.
42
LICENSING SOURCE BOOK EUROPE 2020