MCB gives Campbell Books 'consumer focus'

MCB gives Campbell Books 'consumer focus'

Macmillan Children's Books is revamping Campbell Books, its imprint for babies and toddlers, to better target consumers.

From now on Campbell titles will carry new labels indicating to the buyer what the book is about, including age-ranging and other tips – for example, "best for one-year-olds".

There is also a new logo for the Campbell frontlist titles and a new website –

"It was time to give Campbell a new look and we wanted to make it easier for parents and grandparents," a spokesperson told The Bookseller. "There are so many books for this age range out there we wanted to make it really clear."

The first book in the relaunch, Hello! London (£9.99), by Marion Billet, a push-pull illustrated board book about London landmarks, has just been released.

Other titles in the imprint include the Hello School series of board books by Angie Rozelaar, the wipe-clean Buggy Buddies books by Axel Scheffler, and the soft-flap Felty Flaps titles by Georgie Birkett.