Gruffalo makeover for 100th printing

Gruffalo makeover for 100th printing

Macmillan Children’s Books is redesigning Julia Donaldson and Axel Scheffler’s The Gruffalo and organising a Christmas giveaway, with the 100th printing of the title about to go to press.

The Gruffalo, as well as seven other Donaldson/Scheffler collaborations published by Macmillan, will be released next April with front covers that feature the creators’ names side by side at the top of the book. Publisher Stephanie Barton said: “The cover is still rooted in the editorial vision, and still features Axel’s illustrations and hand-drawn font, but we really wanted to celebrate Julia and Axel’s partnership.” The new covers also have new finishes, creating a shinier, glossier appearance.

Macmillan will also give away Gruffalo goodies— including tickets to the “Gruffalo Live!” show, copies of The Gruffalo Annual 2016, toys and copies of the new mini Gruffalo and The Gruffalo’s Child hardback editions—as part of its Giving a Little Gruffalo Love this Christmas campaign, which starts on Monday (7th December). The campaign will be promoted across social media, parenting websites and the wider press.

Worldwide sales of The Gruffalo now stand at more than 14 million, according to the publisher, which this year sold the book into a further 15 languages— including Basque, Doric, Shetland and Vietnamese— bringing the total number of languages The Gruffalo is translated into to 70.

According to Nielsen BookScan UK, the 1999 edition of The Gruffalo is the 11th bestselling children’s title on record, behind the seven Harry Potter books and three Twilight titles. Across all UK editions, it has sold 2.22 million copies to date; 119,639 of those in 2015 to date. Books in the Gruffalo series—including The Gruffalo’s Child, The Gruffalo and Friends, The Gruffalo’s Activity Book and The Gruffalo Colouring Book—have sold over 5.1 million copies in the UK, earning £26.4m to date.