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Mini adventure for Ladybird

24.01.08 Alison Flood

Ladybird is completely repositioning its range of mini hardbacks, dropping the price point by 20% and revamping cover style and content.

The overhaul follows a decline in sales for the series over the past three years, when Ladybird has run a series of promotions offering five titles for £5. Ladybird has now decided to stop price-promoting the range, instead dropping the price to £1.99 from £2.50 and putting in place a "huge" marketing and PR push.

"We were keen to create an entry-level price point that will generate volume for us, at a price where parents can afford to buy several at one go if the fancy takes them," said Stephanie Barton, m.d. of Penguin's brands and licensing division. "Parents and children have been asked about the new styles; we wanted variety and range, and we wanted to create excitement and a sense of delight. There is something for everyone here."

Sixteen new minis are due in March this year, with a further 56 to be published in June and September. Some of the titles have new text, and all have new illustrations and finishes on the jackets. The books are aimed at two to seven-year-olds.

Marketing for the March launch will include a nationwide competition to win a Mini Cooper, as well as a tailored offering for independents, with a free, branded Ladybird minis backpack on purchase of two or more titles. The range will be advertised in the parenting press and, later in the year, Ladybird is planning promotions with Mini Boden as well as other partners.

A limited number of retailers are also being offered "Mini Moments" instore, which will give parents five-minute massages or nail treatments while children are being entertained. "This is much much more than a rebrand," Barton said. "We felt it was the right time to revisit the little hardback format, for which Ladybird is known and loved."

Penguin pearson children's Alison Flood Ladybird

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