Lonely Planet to evolve children's list

Lonely Planet to evolve children's list

Lonely Planet is relaunching its children’s list, Not for Parents, as a cross-platform brand—Lonely Planet Kids—this autumn with five new titles.

The lead title for the launch is Amazing World Atlas (October, £14.99), an atlas for the eight-plus market featuring a mix of photographs and illustrations that “gives insight into our modern, contemporary world”.

Mina Patria, children’s and language publisher at Lonely Planet, said: “The success of our list to date has given us the confidence to move forward and we are now ready to evolve our list. We believe we have the potential to be a brand leader in kids’ output [of content] about the real world.” Existing titles will remain under the Not for Parents livery. All new titles will be branded as Lonely Planet Kids titles.

Patria described Lonely Planet’s young readers as: “Curious minded, having a spirit of adventure and a thirst for knowing more about the world around them.”

Lonely Planet is also looking to go beyond books, introducing apps and an events programme alongside the new titles. Patria said: “We now feel the time is right to establish Lonely Planet Kids as a cross-platform brand by building on the current printed book. It’s about much more than digital, it’s about creating and delivering content in a way that is right for our audience.”

Alongside Amazing World Atlas, Lonely Planet is launching a new standalone gaming app that complements the book. Patria said: “If you purchase both you will enhance your experience of the world, as the book creates a sense of place while the app has a series of games that helps to build your knowledge of where places are and what’s associated with those places. You gain points and unlock levels as your knowledge and proficiency increases.”

The other eight-plus title is How to be a Space Explorer (October, £12.99) by astrobiologist Mark Brake, which the author will support with a tour alongside astrophysicist Jon Chase on its launch. October also brings three interactive titles for the three-plus market with a new series called Adventures In…, beginning with Busy Places, Cold Places and Wild Places (all £5.99). The books feature activities and stickers as well as a diecut model for readers to make and personalise.

All of the new titles will be launched with a rebranded look and feel. Patria said: “We are creating a distinctive design style that represents what Lonely Planet Kids is all about—a bold look, a mix of photographs and illustrations that will hook our young readers.” Lonely Planet is working with a new roster of illustrators, including Frann Preston-Gannon, who was on this year’s CILIP Kate Greenaway Medal longlist.

In terms of publicity and marketing plans for the launch, Patria explained: “We are currently planning events with bookshops—chains as well as indies and museums. We’re in negotiation with the Federation of Children’s Books Group to sponsor their future event, National Non-Fiction Day.”

Lonely Planet is also building a dedicated children’s website, initially providing information for  retailers, parents and schools, but Patria said: “In time, we will add a kids’ zone that will take the content further and provide fun, interactive content for them to engage with.”
Looking forward, Patria said: “We have so many ideas and plans for what we’d like to do and where we’d like to take this list but right now it’s about creating a solid foundation. We need to build our profile, build our assets and our audience and as they grow with us, we’ll give them more. We want to be seen in more places and across more platforms.”