Industry News


1 Oct - 2019

Tags from the story: .

Penguin Ventures introduces a magical new preschool IP at BLE

Penguin Ventures (part of Penguin Random House Children’s UK) will introduceTen Minutes To Bed, a brand new preschool IP derived from the Ladybird Books picture book series, at Brand Licensing Europe this week.

Taking inspiration from the latest toddler trends, Ten Minutes To Bed is a magical bedtime adventure featuring glittery unicorns and mischievous mermaids who live in The Land of Nod. A countdown to bedtime is at the heart of each enchanting tale, which weave a story from a lively beginning to a gentle end.

Susan Bolsover, licensing and consumer products director for Penguin Ventures said“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 2018With its strong aesthetic and clear parent-focussed 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.  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 said: “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.”

Ten Minutes To Bed is a celebration of magic, sparkle and rainbows, with beautifully illustrated characters that will appeal equally to parents and children.  The Ladybird book series has seen remarkable success and 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.

Ladybird books have always provided a rich source of content for IP, from the nostalgia-inspired Vintage Ladybird to parody series Ladybird Books for Grown-ups.  2019 has seen Ladybird Books relaunch with beautiful, contemporary new publishing including Ten Minutes To Bed.  Penguin Ventures is now looking for best in class licensees to join them on this brand new adventure in storytelling.

Penguin Ventures will be on stand C240 at BLE.

Subscribe to our newsletter

Read our last issue

Our Youtube Channel!


Zoonicorn enters Licensing Expo with new licensing deals and expanded streaming content in additional territories.  Zoonicorn’s seven-minute episodes are produced by Toonz Entertainment and Zoonicorn, LLC and distributed by Toonz Entertainment. Global licensing for...

read more