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Guess How Much Licensing Goes In-House at Walker

Walker Group is bringing the licensing program for best-selling children's picture book "Guess How Much I Love You" in-house. The licensing program will be managed by Walker Licensing in the U.K., the licensing arm of Walker Books U.K., and by C

Walker Group is bringing the licensing program for best-selling children's picture book "Guess How Much I Love You" in-house. The licensing program will be managed by Walker Licensing in the U.K., the licensing arm of Walker Books U.K., and by Candlewick Press in the U.S., the sister company of Walker Books U.K.

The move is part of an ongoing business growth strategy to maximize brand extension opportunities across Walker's children's books. The Guess How Much I Love You brand is based on the picture book written by Sam McBratney and illustrated by Anita Jeram. The book is available in more than 50 languages and has more than 23 million copies in print. Walker Books and Candlewick continue to publish a range of other Guess How Much I Love You titles.

In Candlewick's U.S. office, Mary McCagg has been promoted to director of licensing for key property development and proprietary publishing in order to manage brands in-house moving forward. Guess will join other major children's licensing brands in the Walker licensing portfolio, including Lucy Cousins' Maisy and new preschool property Tilly and Friends, based on the popular books by Polly Dunbar.

"We are constantly looking at ways to maximize the potential value of Walker's brands and titles to the business," says Helen McAleer, managing director of Walker U.K. "We are delighted to be representing Guess How Much I Love You publishing and licensing in the U.K. We look forward to bringing new licensees on board."

DRi Licensing has represented the Guess How Much I Love You brand since July 2006 and will continue to do so until the agreement expires on Dec. 31, 2010.

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