Dorling Kindersley and Centum secured as lead publishing partners for new brand.
Dorling Kindersley and Centum Publishing have been secured as the lead publishing partners for The Baby Club, in deals brokered by Rockpool Licensing.
Aimed at parents of 6-18 month old babies, The Baby Club is presented by Giovanna Fletcher and Nigel Clarke.
The show – which aims to be an on-screen baby club – launched in March this year and is already a regular feature in CBeebies top viewing chart. The dual audience for the show presents a unique opportunity in the publishing category for parenting titles speaking directly to adults and for an infant-oriented range, which parents can enjoy with their babies.
Dorling Kindersley will lead the parenting programme with the launch of its first title, The Baby Club, Play and Learn with Your Baby: Simple Activities with Amazing Benefits in February 2020. The series-accompaniment handbook will use the structure and parent-baby interaction goals of the show as it’s basis.
“The research carried out by The Baby Club’s creators has given us amazing content for this ground-breaking parenting book,” said Mary-Clare Jerram, publisher lifestyle at Dorling Kindersley. “New mums and dads can use it anywhere at any time, confident that every activity, song and story will help give their baby the best possible start in life.”
Meanwhile, Centum’s infant range will also launch in the first quarter of 2020 and will be led by story, sound and board books.
Each title is being developed closely with The Baby Club Group and uses expert insight to help parents maximise the opportunity of enjoying books together with their children, from the very earliest age.
Fiona Macmilllan, md of Centum, commented: “Our aim is to reflect the goals of The Baby Club with a genuinely innovative range that will be breathe new life into the infant book sector; entertaining babies and fostering interaction at the heart of each title.”
Vickie O’Malley, md of Rockpool Licensing, said it was “fabulous” to have signed two esteemed publishers for the brand.
“Both DK and Centum are developing titles which reflect the goals and values of The Baby Club and are set to become treasured titles for families nationwide,” she said.
