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.”

MORE NEWS
BTLAlanHoughton500x500
 
BTL Diffusion has confirmed the appointment of nursery and toy sales specialist, Alan Houghton, further strengthening its account management team....
BPIAUKPavilionK&J500x500
 
Space within the Baby Products Industry Association’s UK Pavilion at Kind + Jugend - which takes place in Cologne, Germany from 9-11 September 2025 - is now open for sale....
RockitLovedbyParents500x500
 
Following on from its eighth birthday at the end of 2024 and being awarded a Good Housekeeping Institute Approved endorsement, the team at Rockit are continuing the celebrations with further awards success....
GSGfemaleboard500x500
 
With International Women’s Day just gone and Mother’s Day fast approaching, the nursery brand is celebrating the strong results, key improvements and positive morale it has successfully created at the core of the business since appointing its now 50% female board....
Gracosurvey500x500
 
The One Family campaign will stretch across 10 months from March-December 2025. It will follow one family, Fab and Ell, on Instagram and YouTube as they share their journey parenting twin toddlers....
Blade&RoseSS25500x500
 
New for spring/summer are a Highland Cow range, a partnership with WWF celebrating nature, as well as new pieces from Miffy and Paddington....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.