Hachette and Book People partner for Enid Blyton direct to consumer initiative

Hachette Children’s Group and Book People have detailed an exclusive 18-month direct to consumer partnership to promote the works of Enid Blyton.

Following the formation of Enid Blyton Entertainment in January last year, the retail partnership is the brand’s biggest to date.

The deal will support initiatives to bring Enid Blyton’s writing to children and families through Book People’s established direct-to-consumer channels, including the award-winning website, a fleet of local distributors and a mail order catalogue.

The pair are working together on joint activities and creative for exclusive product and nationwide marketing and PR campaigns, focusing on and celebrating the core values of Enid Blyton’s work.

Book People’s website now has a dedicated Enid Blyton area, demonstrating the breadth of the author’s work, from Noddy to The Famous Five.

Bespoke publishing will include box sets for The Secret Seven and The Famous Five, seasonal story collections in hardback and other special gift formats.

Sarah Walden, group buying and merchandising director, Book People, said: “We are delighted to announce our partnership with Hachette Children’s Group.

“I loved Enid Blyton as a child and spent many hours reading her books, so to be spreading the joy of her work is especially exciting to me and the business. We see this partnership and Enid Blyton’s work as a fantastic way to engage our existing customers and reach new ones, especially in schools.”

Hilary Murray Hill, CEO, Hachette Children’s Group, added: “Enid Blyton Entertainment has enjoyed a successful first year, with multiple brand and publishing developments, and this significant retail partnership wil cement the works of Enid Blyton further, in families throughout the UK.

“Book People’s varied and sizeable routes to market make them the perfect partner to promote Enid Blyton to new readers and also to those familiar with Enid Blyton.

“Launching a landmark year for one of Britain’s best-loved authors, this long term collaboration is an extremely important development, helping us place Enid Blyton well and truly at the heart of every childhood.” 

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