February 17, 2022
Celebrations are underway at Macmillan Children’s Books to mark the 40th anniversary of Rod Campbell’s interactive picture book, “Dear Zoo.” The publisher will celebrate with a year-long program of activity, starting with the publication of a new golden board book edition in January.
A dedicated marketing and PR campaign will see a series of immersive events, national press coverage, experiential advertising and other surprise deliveries. A year-long digital advertising campaign will run alongside far-reaching trade and consumer promotions. An in-store competition is currently running with JoJo Maman Bebe across 88 U.K. and Irish stores.
A major partnership with leading family attraction ZSL London Zoo launches in the spring. A “Dear Zoo” trail featuring all the animals from the book will feature through the zoo during the Easter holidays, launching on April 2. ZSL will also be running an experiential activity based on Rod Campbell’s 2021 book “Look After Us.”
“We are really privileged to publish Rod Campbell and our close working relationship with him ensures success for ‘Dear Zoo’ and his wider publishing year after year,” says Belinda Ioni Rasmussen, managing director, Macmillan Children’s Books. “Our collaboration with ZSL is a key moment in 2022 and we hope that even more families will discover ‘Dear Zoo’ with them and through other experiential partnerships, extending the classic story into a family day out to remember.”
Further partnerships designed to bring the brand to an even wider audience will be launched through the anniversary year.
“I am absolutely delighted that so many generations of young children continue to love ‘Dear Zoo,’” says Rod Campbell, author, “Dear Zoo.” “Their pleasure when interacting with the story is so pleasing to see, and for me is the greatest of compliments. Here’s to the anniversary activities bringing ‘Dear Zoo’ to an even wider audience of families.”
"We're excited to be celebrating the 40th anniversary of Dear Zoo at London Zoo this Easter, when we'll be inviting families to visit the real-life animals from the much-loved book - including monkeys, camels, lions and giraffes - on an exciting new trail across our historic 36 acres of nature,” says Kathryn England, chief operating officer, ZSL London Zoo. “Rod Campbell's story of a child who writes to the Zoo to ask for the perfect pet has delighted children for four decades; we're sure that children and adults alike will now love delving beyond the pages of this classic tale to become part of the story."
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