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Macmillan Children’s Books to grow Dear Zoo

Company will manage consumer products programme in-house for classic book brand.

As part of a growth plan for the Dear Zoo brand – based on Rod Campbell’s bestselling book – Macmillan Children’s Books will now manage the consumer products programme in-house.

Macmillan is working with licensing consultant, Keith Pashley, on a brand strategy that will see Dear Zoo extend into new retail partnerships and product lines, introducing baby and infant ranges that capture both the colourful animal cast of the book, as well as the strong story sentiment of welcoming a perfect new addition to the family.

Keith will report into Michele Young, rights director at Macmillan Children’s Books.

Building on the successful licensing programme that is already in place with core partners Milly & Flynn, Paul Lamond Games and Neviti, the initial focus will be on a small number of key product categories, including apparel, nursery and toy and games and will be supported by a refreshed style guide and new digital assets.

“From spring 2019, I am very pleased to say that all the Dear Zoo publishing, including the paperback edition, will be at Macmillan Children’s Books and this is an exciting opportunity for us,” said Stephanie Barton, publisher 0-6 at Macmillan Children’s Books. “Our approach will be to stay true to the quality and values of the original work, and to have fun as we develop new products and Dear Zoo experiences for very young children and their families.”

The Dear Zoo storybook has sold over eight million copies and is published in over 25 languages. In 2018, sales through the UK Nielsen Bookscan were up by nearly 14% year on year.

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