Purple Ronnie hits new heights

Classic brand enjoys books and cards sales surge after joining Coolabi portfolio.
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It may be entering its third decade, but Purple Ronnie is seemingly more popular than ever.

Since joining the Coolabi stable, and receiving significant investment in research, marketing and creative development, the brand's core licence areas of books and greetings cards have really seen the benefit.

Key licensees Pan Macmillan and Hallmark have both enjoyed sales spurts for their product to the end of June.

Pan Macmillan has reported increased sales of Purple Ronnie Publications year on year across all key occasions including Valentine's Day, Mother's Day and Father's Day. Purple Ronnie's Little Book for a Smashing Dad topped the Sunday Times bestseller list.

The firm also launched Purple Ronnie's Little Book for a Smashing Grandad, which sold over 17,000 copies for Father's Day alone. It was number one in the Sunday Times bestseller list a week after the Smashing Dad book achieved the same feat.

Meanwhile, Macmillan has reported an increase in sales of over 66 per cent, with six new titles now planned for release over the next 12 months.

Hallmark gave Purple Ronnie a complete brand refresh in late 2007, and also saw its sales shoot up.

David Wootliff, licensing director at Hallmark Cards UK, said: "Purple Ronnie's friendly, cheeky manner, strong recognition factor and his popularity across both sexes and many age ranges have made him a perfect fit for the greetings card industry for 20 years. We're delighted to be part of his continuing success."

Janet Woodward, head of licensing for Coolabi, added: "It's gratifying to see our faith in Purple Ronnie rewarded so quickly but this is only the beginning. Our reseach and investment will continue with the aim of reaching even greater heights with this classic brand."

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