Penguin Adds to Ladybird Program

Penguin Ventures has launched a new licensing program for Ladybird Books for Grown-Ups to expand the reach of the heritage book series.

April 6, 2018

British book brand will expand into new categories including adult gifting.

The new program will be run in tandem with current licensing efforts for

Ladybird Books:

The Vintage Collection.

For the new licensing strand, Penguin will work with both current and new partners to develop consumer products in multiple categories such as adult gifting.

“Although we thought that

Ladybird Books for Grown-Ups

had the potential to be successful, the way in which the public has embraced this range has been extraordinary and given us a fantastic opportunity to develop a complementary brand that will extend the vintage

Ladybird Books

universe and allow us to work with licensees to develop some fun and innovative products,” says Susan Bolsover, head, licensing and consumer products, Penguin.

“We’re tremendously excited to be launching this program, but it would be remiss not to mention that the program for the

Ladybird Books:

The Vintage Collection

continues to grow in parallel,” says Damian Treece, brand manager, Penguin. “We’re privileged to have an amazingly diverse and flexible brand that has allowed us to develop a strategy that we feel will allow both strands to co-exist at flourish.”