He reported increased interest in the property’s already well-established licensed merchandise effort due to the anniversary. “It’s more for the Diary of a Wimpy Kid generation,” said Richard Scrivener, head of the property’s licensing representative, Creative Rights Agency.
Horrible Histories, Scholastic’s U.K.-centric, comedic nonfiction series, celebrates its 20th year with a redesign, moving from a 128-page digest format to a 200-page illustrated handbook style. “But one thing we hear from our comic book retailers is that the My Little Pony comics have really brought kids back into the comic book store.” He noted that comic book retailers bought more than expected of the new Micro-Fun Pack format, despite the fact that it is aimed squarely at the mass market.Īn Anniversary Redesign for Horrible Histories “Anecdotally, we’ve noticed that the audience is bigger than we initially thought,” said Adams. My Little Pony books appeal to a wide demographic range, but haven’t lost their attraction to the core market of young girls. My Little Pony often ranks as the top-selling original comic on the iBooks Store, he reported. IDW has seen strong sales for My Little Pony across all formats released so far, according to Adams, including traditional comics, graphic novel collections, value-added graphic novels for Scholastic Book Fairs, $350 collectible books with original art from IDW Limited, and e-books on all platforms. “Hasbro’s done an amazing job with the brand we’re definitely riding on their success.” “It’s a testament to My Little Pony that we created a brand-new format that didn’t exist before, and all the mass retailers took it,” Adams said. The first run, which goes on sale at retail on November 15, sold out with pre-orders of 150,000 packs.
“The Micro-Fun Pack also has a collectible element,” Adams explained, noting that each $2.99 pack will include one of four different comics, visible to consumers, as well as surprise value-added items drawn from a pool of 16 posters, 16 tattoos, and 16 sticker sheets. The comic features the complete original story and illustrations, reformatted for the micro size, as well as activities such as exclusive how-to-draw content and a spread for reusable sticker play. My Little Pony Micro-Fun Packs are merchandised in the trading card and card game section at mass retailers and include a 22-page, 5.75 x 3.75–inch My Little Pony comic. “We want to get My Little Pony out there in as big a way as possible and get it in front of people who might not go into a comic book store.” “Traditional comics don’t have a big footprint in mass retailers,” noted Ted Adams, IDW’s CEO and publisher.
IDW, the comic book licensee for Hasbro’s My Little Pony, is enlisting the property to help it introduce a brand-new format into mass retailers such as Walmart, Target, and Toys ‘R’ Us. My Little Pony and IDW Ride into a New Channel in October 2012, is represented for licensing by The Joester Loria Group, with which Penguin works on other properties, including Eric Carle.
“It’s a good platform for preschool properties.” She points out that the network, formerly Playhouse Disney, has successfully reinvented itself to become a key competitor to established preschool channels such as Nick Jr., and has launched some of the most popular current shows for this age group, including Sofia the First and Doc McStuffins. “One of the compelling things about it is that it’s on Disney Junior,” explained Burke. “The show is adorable and it hits the key themes that are relevant to preschoolers,” she added. The company has been seeking properties that would be a good fit for early learn-to-read formats, such as 8x8 storybooks, sticker books, and e-books, all of which are under consideration for The Hive. “We have great classics for preschoolers, including Peter Rabbit, but we need to offer our retailers something new and fresh,” said Lori Burke, Penguin’s North American director of licensing and consumer products.
#IDW DOODLEJUMP SERIES#
Penguin Books for Young Readers will launch a publishing program in the first half of 2015 tied to The Hive, a 3D-animated TV series from Space Enterprises that airs in the U.S.
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