Specialist children's publisher Egmont is launching a dedicated customer publishing business, providing bespoke book publishing.
The firm believes that CanDo is a natural expansion for the business and will build on the successes it has already enjoyed in developing publishing programmes for such brands as Mr Men, Thomas the Tank Engine, Winnie the Pooh and Ben 10.
The seven-strong team, headed by Gillian Laskier, group sales director at Egmont, will look to grow the profile of such promotions as the Mr Men/Little Miss 'free for every reader' book promotion with The Mirror and on-packs offers like the current Weetabix promotion with Shaun the Sheep.
"CanDo gives us the opportunity to reach a whole new range of clients by bringing together Egmont's talent for creating original content from scratch and our links to some of the UK's most high profile licensed characters," said Rob McMenemy, MD of Egmont UK.
Helen Stables, head of customer publishing at Egmont, added: "Children's books are the perfect example of a cost effective sales incentive, welcomed by parents and adding long lasting value to a client's brand."