Penguin is looking to capitalise on Ladybird Books’ centenary this year, kicking off the official licensing programme for the iconic and much-loved book brand.
The first products to be available in the Vintage Collection include greeting cards from Kiss Me Kwik, prints and canvases from King & McGaw, dated stationery from Portico and wooden postcards from The Wooden Postcard Company, which are all available now.
Mugs and tea towels from W2 will launch in March, followed by a range of adult retro games, jigsaws and kits from The Lagoon Group in September. There will also be a further stationery and gift range from Portico available in the summer.
To bolster this, there is a range of vintage titles being published by Ladybird Books throughout 2015.
"The Penguin Ventures team has long been aware of the huge potential for a ranged of licensed product utilising the original illustrations from the Ladybird Books archive," said Damian Treece, brand manager at Penguin Ventures.
"We knew that there was an incredibly unique opportunity with this resource and we were keen from the outset to work with licensees that share our vision to reimagine the nostalgic heritage of vintage Ladybird Books as a long term, well-loved brand."
The brand has an authentic provenance in illustration and iconic design and these values form the basis of the creative direction for the Vintage Collection.
Elements from the most iconic and beloved illustrations from the ‘golden era’ of Ladybird Books, spanning the late 1950s to the 1970s have been utilised in a fresh style guide and cover a range of themes from the work place to domestic settings, from make-and-do crafts to international travel.
The Vintage Collection captures a very nostalgic British view of life that will appeal to adults who grew up with the original Ladybird books, as well as design-conscious consumers.
Jen Greenway, licensing executive at Penguin Ventures, added: "The fantastic response we’ve received to our style guide and initial product designs have surpassed all expectations. We are absolutely delighted with the quality of products from the first licensees to join the programme and we are looking forward to welcoming more on board throughout 2015."