Written by Janey Louise Jones, Princess Poppy is a children’s picture book and was first published in March 2006 and has already sold over one million copies. By the end of 2008, there will be 32 books available, with Random House committed to an ongoing and aggressive publishing programme.
Already well established within the book world, it’s now Chorion’s turn to make Princess Poppy into a successful licensed property. “We enjoy a very close and effective working relationship with Random House and know, from experience, that a successful and innovative publishing programme is the foundation to the long-term success of a property of this type,” explains Keith Pashley, European marketing manager at Chorion.
“Princess Poppy exactly fits a gap in the market for a girls’ property to which they can directly relate. Girls see themselves in Princess Poppy and can enjoy the simple magic of the character itself.”
First targets for Pashley are the apparel, fashion accessories, stationery, toys and games and general gifting categories, with autumn/winter 2009 the likely launch date for product.
“First and foremost, it is vital that we develop the look of Princess Poppy to ensure we remain faithful to the core values of the books and the character,” Pashley continues. “Key characteristics and messages are innocence, sharing, friendship and, above all, expressing fun.”
Princess Poppy will be one of the key properties on show on the Chorion stand at Brand Licensing Europe in October. This will be a key event for Chorion, given that it will be the first opportunity to showcase the combined portfolio following the acquisition of Copyrights last year. Princess Poppy will be profiled to build confidence in the brand and to highlight its success within the publishing arena.
“The market is incredibly competitive, but Chorion excels at and is renowned for working with high calibre literary properties and we have a track record in finding ways to get brands to market,” Pashley says. “While the brand is not immediately known through TV, the Princess Poppy books outsell her competitors 2:1 and this statistic speaks volumes.
“While the brand is most definitely not reliant on TV, we would not discount a television series as an option. TV is undoubtedly one of the key drivers in this market and, we would certainly not discount any suitable and relevant opportunities in television and other media.”
And Pashley has a simple aim for the next five years as to where Princess Poppy should be: “The must-have property for girls aged four to seven years,” he states.