Sainsbury's launches own-brand kids' books

Sainsbury's launches own-brand kids' books

Sainsbury's has launched a range of own brand pre-school children's books, publishing eight titles in collaboration with Dorling Kindersley. The titles went on sale on Saturday [5th March] in more than 200 of the supermarket chain's stores.

The range is priced between £3 and £9.99 and aimed at children aged up to five years old, with titles including My Terrific Tractor Book, My First Box of Books, and lift-the-flap books Numbers and Shapes.

All of the content has been provided by DK, with the Flashcards specially created for the project. Numbers and Shapes have previously only been available in the US, with the other titles published by DK in the UK in different formats; for example, the Touch and Feel books, Baby Animals and Counting were previously Press Out books, and My Terrific Tractor Book has been given a new cover design.

Phil Carroll, Sainsbury's book buying manager, said: "Fostering a love of books at a young age is important. With Sainsbury's range of pre-school books we wanted to make the category as accessible and affordable as possible".

He added: "We've been working on delivering these eight books and the future collections for over a year, to ensure we got it right. Book publishing is a new and exciting area of opportunity for Sainsbury's."

The supermarket will release 12 more titles in May, with more to follow in September.

Sainsbury's has previously published two cookbooks, Sainsbury's Winter Recipe Collection and Sainsbury's Baking Recipe Collection.