Hachette Children’s Group and Book People have announced an “exclusive 18-month direct to consumer partnership” promoting Enid Blyton’s titles.
The strategic partnership will engage with consumers through a dedicated section on the Book People’s website, its fleet of local distributors and mail-order catalogue. There will be specially created gift sets as well as dedicated marketing and PR activity beginning in summer followed by a newspaper promotion. Following the creation of Enid Blyton Entertainment (part of HCG), in January 2016, this retail partnership is the brand’s biggest to date.
A Book People spokesperson said: “Bespoke publishing will include box sets for The Secret Seven and The Famous Five seasonal story collections in hardback and other special gift formats. The marketing and PR activity is planned to kick off in June with a focus on Enid Blyton’s much-loved Noddy and continue later in the year with a national newspaper promotion for The Famous Five. This year marks the 75th anniversary of The Famous Five and the 120th anniversary of Enid Blyton’s birth, and the partnership will celebrate 'A Lifetime of Adventure', every child’s reading journey with Enid Blyton.”
Sarah Walden, group buying and merchandising director at Book People, said: “We’re delighted to announce our partnership with Hachette Children’s Group. I loved Enid Blyton as a child and spent many hours reading her books, so to be spreading the joy of her work is especially exciting to me and the business. We see this partnership and Enid Blyton’s work as a fantastic way to engage our existing customers and reach new ones, especially in schools.”
Hilary Murray Hill, c.e.o of Hachette Children’s Group said: “Enid Blyton Entertainment has enjoyed a successful first year, with multiple brand and publishing developments, and this significant retail partnership will cement the works of Enid Blyton further, in families throughout the UK. Book People’s varied and sizeable routes to market make them the perfect partner to promote Enid Blyton to new readers, and also to those familiar with Enid Blyton. Launching in a landmark year for one of Britain’s best-loved authors, this long-term collaboration is an extremely important development, helping us place Enid Blyton well and truly at the heart of every childhood.”
Earlier this month Enid Blyton Entertainment announced a number of new projects at the Bologna Book Fair including including a cookbook with TV chef Allegra McEvedy, Jolly Good Food, a collection of 42 new recipes inspired by Blyton’s stories.
Last year Book People's c.e.o William Wellesley said the retailer has “once again become profitable and successful” after its EBITDA increased by £4.3m in 2015 following a raft of changes including a significant restructure.