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Vintage still appeals to Ladybird

29.01.08 John Ryan

Ladybird is targeting adults with boxed sets of books from its back catalogue, following the success of its vintage Boys and Girls book last year.

The sets, out for Father’s Day and Mother’s Day respectively, will contain six books each. The first will be the “Box for Girls” (£12.99, 7th February), which will contain Helping At Home, A Ladybird Book About Knitting, In A Big Store, The Nurse, Understanding Maps, and Shopping With Mother. Each book is a facsimile of the original, drawing on the brand’s heritage.

The launch is being supported with a www.vintageladybird.com website as well as with a run of vintage bookmarks and postcards to be handed out at literary events. Ladybird is also currently licensing a range of merchandise featuring the original Ladybird artwork. This will include mugs, cake tins and stationery, and will be promoted via the website.

Jennifer Norton, PR manager at Ladybird, said: “This is a nostalgic purchase. They’re intended to be for adults who might have read them or who remember the series.”

The “Box for Boys” is out at the beginning of May, also priced at £12.99. It will be followed at the end of the year by a set for Christmas—Things to Make and Do. This will focus on craft activities and will target the audience that used to follow Blue Peter’s demonstrations on the BBC.

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