Pavilion imprint Batsford has a 500,000 first print run for colouring book Millie Marotta's Tropical Wonderland, to meet retail orders around the world.
The book, released today (25th June, £9.99), is the follow-up to Millie Marotta’s Animal Kingdom, which has been translated into 30 languages worldwide, with "well over one million copies in print," according to the publisher. It has sold over 152,000 copies in the UK trade via Nielsen BookScan since August 2014.
Pavilion's marketing campaign for the new book includes colouring event kits and p.o.s. going to over 200 bookshops across the UK, an animated trailer, and full-page advertising in women's lifestyle magazines – including Good Housekeeping and Prima – in July.
An outdoor campaign encouraging the public to escape to their own tropical wonderland to de-stress while colouring in will launch at the start of the school holiday period, including 200 National Rail four-sheet panels around the UK, plus 15 digital panels at major London stations, and colouring postcard and pencil giveaways.