Penguin Ventures has introduced the new preschool IP, Ten Minutes to Bed, at Brand Licensing Europe 2019, derived from the Ladybird Books picture book series.

Based on bedtime adventures featuring glittery unicorns and mischievous mermaids in The Land of Nod, Ten Minutes to Bed weaves a story that celebrates magic and builds on the latest toddler trends.

The Ladybird book series has seen remarkable success and has been sold into 11 languages with more than 170,000 copies sold so far across the series since its launch in July 2018. Ten Minutes to Bed Little Unicorn, for example, sold more than 100,000 copies worldwide in its first year.

“Our colleagues in Ladybird Books have created a truly magical and engaging series with Ten Minutes To Bed, securing impressive sales since the first title published in July 2018,” says Susan Bolsover, director, licensing, consumer products, Penguin Ventures. “With its strong aesthetic and clear parent-focused proposition, Penguin Ventures recognized immediately the potential to develop this into a compelling new preschool IP. For the launch phase we are focusing our attention on building the brand in the U.K. before looking to expand internationally. We are really excited to be unveiling this at BLE where it will also feature as part of the publishing activation. Ten Minutes to Bed follows the Ladybird Books philosophy of making growing up the best story ever and we look forward to showcasing the brand to licensees, retailers and promotional partners.”

Visit Penguin Ventures, part of Penguin Random House, at Brand Licensing Europe (stand C240) to find out more about Ten Minutes to Bed.