Dorling Kindersley and Centum Publishing have been named as the lead publishing partners for The Baby Club, in new deals brokered by Rockpool Licensing.
The Baby Club is aimed at parents of children aged six to 18 months, and is presented by Giovanna Fletcher and Nigel Clarke. The show, an on-screen baby club, launched in March this year and is already a regular feature in CBeebies top viewing chart.
With a dual audience for the show, The Baby Club presents a unique opportunity in the publishing category for parenting titles speaking directly to adults and for an infant-oriented range.
Dorling Kindersley will lead the parenting programme with the launch of its first title The Baby Club, Play and Learn with Your Baby: Simple Activities with Amazing Benefits in February next year. The series-accompaniment handbook will use the structure and parent-baby interaction goals of the show as it’s basis.
The title will feature ideas to foster parent-baby interaction along with explanations of developmental benefits, delivered in a friendly, practical and expert tone of voice.
Mary-Clare Jerram, publisher, lifestyle, Dorling Kindersley, said: “The research carried out by The Baby Club’s creators has given us amazing content for this ground-breaking parenting book. New mums and dads can use it anywhere at any time, confident that every activity, song and story will help give their baby the best possible start in life.”
Centum’s infant range will also launch in Q1 of 2020 and will be led with a range of story, sound and board books. Each title is being developed closely with The Baby Club Group and uses expert insight to help parents maximise the opportunity of enjoying books together with their children.
Fiona Macmilllan, MD Centum, said: “Our aim is to reflect the goals of The Baby Club with a genuinely innovative range that will be breathe new life into the infant book sector; entertaining babies and fostering interaction at the heart of each title.”
MD Rockpool Licensing, Vickie O’Malley, added: “To have two esteemed publishers on board for The Baby Club is fabulous. Both DK and Centum are developing titles which reflect the goals and values of The Baby Club and are set to become treasured titles for families nationwide.”
The Baby Club is a CBeebies commission produced by Three Arrows Media in association with Tiny House Productions and CMP Productions, known collectively as The Baby Club Group. Series 1 launched on CBeebies, airing twice daily in March 2019.
Series 2 was commissioned by the BBC, prior to series 1 broadcast, and began airing on July 15, 2019.