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Penguin Ventures readies new preschool IP

Ten Minutes to Bed is derived from the Ladybird Books picture book series.

Penguin Ventures is taking the wraps off a new preschool IP at Brand Licensing Europe this week.

Ten Minutes to Bed is derived from the Ladybird Books picture book series. It takes inspiration from the latest toddler trends and features ‘glittery unicorns and mischievous mermaids’ who live in The Land of Nod.

A countdown to bedtime is at the heart of each tale, which weave a story from a lively beginning to a gentle end.

The book series has been sold into 11 languages with over 170,000 copies sold so far across the series since it launched in July 2018. Ten Minutes To Bed Little Unicorn alone sold over 100,000 copies worldwide in its first year of publication and was included in the UK Top 10 bestselling picture books of 2018.

“Our colleagues in Ladybird Books have created a truly magical and engaging series with Ten Minutes To Bed, securing impressive sales since the first title published in July 2018,” said Susan Bolsover, licensing and consumer products director at Penguin Ventures. “With its strong aesthetic and clear parent-focused proposition, Penguin Ventures recognised immediately the potential to develop this into a compelling new preschool IP.

“For the launch phase, we are focusing our attention on building the brand in the UK before looking to expand internationally. We are really excited to be unveiling this at BLE where it will also feature as part of the publishing activation.”

Susan continued: “Ten Minutes To Bed follows the Ladybird Books philosophy of making growing up the best story ever and we look forward to showcasing the brand to licensees, retailers and promotional partners.”

Shannon Cullen, publishing director for Ladybird, added: “We’ve been blown away by the success of Ten Minutes to Bed. We’re so excited about the opportunity to work with our Ventures team to extend the brand beyond books, and bring the adventures of our little unicorns, mermaids and more to even more children.”

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