Walker Books will be celebrating 25 years of We're Going On A Bear Hunt with a year-long celebration featuring new formats, anniversary branding and a dedicated website.
January will see the release of a special edition paperback of Michael Rosen's book, with a board book format following in March, a baby record book in April and a sound chip book in September.
A marketing campaign will feature social media, major third party consumer and charity partnerships, widespread national media coverage and a dedicated website in www.jointhebearhunt.com.
Fans will be encouraged to 'Join the Bear Hunt' in a series of Live Bear Hunts and storytelling events at literary and family festivals and bookshops across the UK and families can even host their own Bear Hunt with the help of Bear Hunt activity packs.
Paul Lamond Games and Flame Tree Publishing will carry the anniversary branding on all product lines next year.
“Swishy Swashy! Squelch Squerch! It’s no surprise at all that We’re Going on a Bear Hunt has become the classic picture book of the past 25 years. We’re Going on a Bear Hunt is the ultimate join-in book of all time," said Jane Winterbotham, publishing director at Walker Books UK.
"Michael Rosen’s bouncy text and Helen Oxenbury’s warm and funny pictures, including a nearly scary bear, are irresistible to children and their parents.
"We’re looking forward to a year of celebrations and bear hunts across the country, to make sure that every child in the country has a chance to Go on a Bear Hunt again and again."
We're Going On A Bear Hunt was first published by Walker Books in 1989 and has sold more than eight million copies worldwide.