Anniversary campaign will feature new publishing, a branded trail at ZSL London Zoo and licensed products.

Macmillan Children’s Books will launch a comprehensive licensing program and activations in honor of the 35th anniversary of Rod Campbell’s classic book Dear Zoo in 2017.

The book’s licensing program is already underway with products available now. Existing licensees include Milly & Flynn for wooden toys, puzzles and games; Aurora for plush; and Paul Lamond Games for puzzles. The program will also include new publishing.

Meanwhile, kicking off Macmillan’s year of celebrations is ZSL London Zoo, which will open the Dear Zoo Trail during the Easter holiday at the zoo. The trail will follow the story of the Dear Zoo book as well as feature trail stops, animal facts and photo opportunities.

Next, a number of retailers throughout the U.K. will be invited to host birthday celebrations with branded event kits including activities, display materials and more. Additionally, a Dear Zoo storytelling event will visit all major literary festivals throughout the year.

Finally, the celebratory activations will culminate in fall 2017 with a new stage performance of Dear Zoo. However, more details will be released at a later date.

 “This is such an exciting time for Dear Zoo and the Dear Zoo and Friends brand,” says Stephanie Barton, publisher, 0-6, Macmillan Children’s Books. “This iconic storybook has been read and loved by families for 35 years, with its first readers now sharing it with their own children. We are delighted to be working with so many distinctive partners as we approach the anniversary year, and look forward to exploring more creative partnerships to celebrate this classic brand, which at 35-years-old, is still very young at heart!”