Brand Profile
Walker Books
In the good books
Walker Books celebrates its landmark 40th anniversary this year, so it’s fitting that major plans are underway for the expansion of its global licensing programme. Toy World finds out more.
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arlier this year, Walker Books - the world’s leading wholly independent publisher of English-language children’s books – announced that it had been acquired by Trustbridge Global Media. The sale provides the Walker group of companies, consisting of Walker Books UK (London, UK); Candlewick Press (Somerville, MA); Walker Books Australia (Sydney, Australia) and Walker Productions (London, UK), with enhanced ability to access new markets and is expected to help accelerate the company’s growth and expansion in publishing and other media. As the company prepares to mark its 40th anniversary, the beloved children’s book Guess How Much I Love You marks its 25th year since the adventures of the Nutbrown Hares first appeared in print. Over 50m copies of author Sam McBratney’s story of love and family bonds, illustrated by Anita Jeram, have sold worldwide in 57 languages, across a range of formats including hardback, paperback and board books to handpuppet books and puzzle books. In addition, a companion title - Will You Be My Friend - is due to launch globally in September, introducing a new friend for Big Nutbrown Hare and Little Nutbrown Hare in the shape of a snow hare,
Tipps. The publishing launch will be backed with a global marketing PR campaign including media coverage, press ads, social media activity, digital marketing, a schools & libraries advertising drive and display material for retail. The brand continues to be the company’s top-performing licensed property with over 30 licensees globally, enjoying a strong presence in the US, UK and Germany across core product categories including toys, plush and apparel. In spring 2021, Rainbow Designs, ‘The Home of Classic Characters’, will introduce a series of beautiful new wooden toys to its popular Guess How Much I Love You collection. Alongside a colourful new Wooden Shape Peg Puzzle and a Guess How Much I Love You Box of Blocks, which features a selection of shaped wooden blocks in a variety of eye-catching pastel colours, there will be a new Wooden Pull Along featuring both Large Nutbrown Hare and Little Nutbrown Hare. There will also be a fun new Balancing Toy with wooden pieces including Little Nutbrown Hare, a heart, clouds and stars, all of which balance on a wooden moon bearing an illustration of Large Nutbrown Hare and the wording ‘I Love You to the Moon and Back’. Rainbow Designs has also recognised the appeal of the brand in the adult gifting market by creating a range of gifting plush
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perfect for any special occasion. Rainbow recently extended its licensing rights to include EMEA, and has also become Walker’s toy and nursery partner for We’re Going On A Bear Hunt, the award-winning picture book written by Michael Rosen and illustrated by Helen Oxenbury. The property, which this year marks its 30th anniversary, has sold over 10m copies since it was first published and benefits from a raft of licensees across toys and games, apparel, babywear, stationery, wall stickers, greetings cards, DVDs and promotions. Walker’s enhanced licensing partnership with Rainbow Designs will see a new line of toys hit shelves from 2021; more information on this will be released in due course. Pindy O’Brien, licensing & retail development director, Key Franchises (UK & Europe), commented: “We are thrilled to be strengthening our global capabilities across licensing. Our classic brands are loved by children all over the world, and we hope we can offer them further joy and entertainment through our toys and other merchandise. Rainbow Designs produces high quality, beautiful product which we are excited to see in our EMEA markets. We also have Guess How Much I Love You toys in Australia, and in the US via Kids Preferred.”