BLE 2019: Penguin Ventures sets scene for Ladybird Books new IP Ten Minutes to Bed

Penguin Ventures is setting the scene this Brand Licensing Europe to launch its new pre-school IP drawn from the Ladybirds Books picture book series of the same name.

Taking inspiration from the latest toddler trends, Ten Minutes To Bed is a bedtime adventure featuring glittery unicorns and mischievous mermaids who live in The Land of Nod. A countdown to bedtime is at the heart of each enchanting tale, which weave a story from a beginning to a gentle end.

Susan Bolsover, licensing and consumer products director for Penguin Ventures said: “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.

“With its strong aesthetic and clear parent-focussed proposition, Penguin Ventures recognised 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 UK 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.”

Shannon Cullen, publishing director for Ladybird, added: “We’ve been blown away by the success of Ten Minutes to Bed. We’re so excited about the opportunity to work with our Ventures team to extend the brand beyond books, and bring the adventures of our little unicorns, mermaids and more to even more children.”

Ten Minutes To Bed is a celebration of magic, sparkle and rainbows, with beautifully illustrated characters that will appeal equally to parents and children. The Ladybird book series has seen remarkable success and has been sold into 11 languages with over 170,000 copies sold so far across the series since it launched in July 2018.

Ten Minutes To Bed Little Unicorn alone sold over 100,000 copies worldwide in its first year of publication and was included in the UK Top 10 bestselling picture books of 2018.

Ladybird books has historically provided a rich source of content for IP, from the nostalgia-inspired Vintage Ladybird to parody series Ladybird Books for Grown-ups. 2019 has seen Ladybird Books relaunch with beautiful, contemporary new publishing including Ten Minutes To Bed.

Penguin Ventures is now looking for best in class licensees to join them on this brand new adventure in storytelling.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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