"Children’s books help to build brands by cementing long term relationships between a child and a cast of characters that transcend the ups and downs of TV broadcasting schedules.
"They’re also about helping to bring adults into a property, characters or storyline. Reading, especially for pre-schoolers, is an immensely social learning experience: who doesn’t treasure a memory of snuggling up with their mum or dad with a book? Which parent doesn’t love story time at the end of the day? Most of the really successful children’s characters are such because they resonate with both adults and children.”
David Riley, director of Egmont Publishing, is a man who should know how publishing works in the business of brand building.
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