Usborne gears up for 20th anniversary of ‘That’s Not My…’ series

Usborne gears up for 20th anniversary of ‘That’s Not My…’ series

Usborne is marking the 20th anniversary of the ‘That’s Not My…’ baby books with partnerships with organisations such as the National Literacy Trust and The Creation Station.

The ‘That’s Not My…’ series, written by Fiona Watt and illustrated by Rachel Wells, launched in 1999 with That’s Not My Puppy and That’s Not My Teddy, which, through their bright colours and tactile pages, encouraged babies to keep turning the pages past the wrong puppy or teddy until they found the right one. The series has since spawned more than 50 titles, including That’s Not My Train and That’s Not My Donkey.

To mark the 20th anniversary of the brand Usborne is partnering with The National Literacy Trust hub in Nottingham to create reading promotional materials. It is also working with Rhythm Time, a music education company, by sponsoring their National Early Years Music week and will be running ‘That’s Not My…’ themed creative weeks arts and crafts organisation The Creation Station. In addition, Usborne will create point-of-sale packs for bookshops.

Usborne’s UK commercial and sales director Christian Herisson said: “Since the publication of the first two ‘That’s Not My…’ titles, 20 years ago, the series has grown to become a huge hit with babies, toddlers and parents and has a massive presence in thousands of homes, nurseries and libraries. To have grown to over 50 titles in the range is a testament to the strength of the brand, with further new titles and revamps planned for 2019, the anniversary year is shaping up to be the biggest ever for the series.”    

The ‘That’s Not My…’ series has reached sales of 6.4 million copies for £30.6m through Nielsen BookScan but around 50% of sales are made through non-Nielsen channels, according to Usborne, which claims that one copy is sold every minute in the UK.