Penguin Random House U.S. Extends the Wonder Brand with Major Licensing Campaign
The international success of R.J. Palacio’s #1 bestselling book WONDER continues to expand in new and creative ways. The story of Auggie Pullman, an ordinary boy with an extraordinary face, has been read by more than 6 million people worldwide since it was published by Knopf Books for Young Readers in 2012. The book has launched an inspiring movement to Choose Kind (#choosekind), the ever-important idea that choosing kindness inspires a chain reaction of good will toward others. Random House Children’s Books has implemented a unique cross-company licensing program partnering with Crown imprint Clarkson Potter and Out of Print Clothing along with outside companies that manufacture consumer products.
“We’ve successfully extended the Wonder brand into new product categories including apparel, accessories, stationery and classroom materials,” said Rachel Bader, director of licensing for Random House Children’s Books. “These products help grow Wonder’s equity beyond books—by introducing the brand to new audiences and reaching existing fans through new retail channels.”
A new stationery line developed by Clarkson Potter supports a cross-divisional collaboration within Penguin Random House and offers our sales team fresh opportunities to approach retail with an array of new Wonder-branded merchandise. Potter’s line includes a set of four Wonder notebooks (Draw, Dream, Doodle and Write), a Choose Kind Journal: Do One Wonderful Thing Every Day, and a Wonder Note Cube. Next summer, the publisher will be launching a Wonder School Planner just in time for back-to-school.
More high profile brand exposure is tied to the eagerly awaited film adaption of WONDER starring Julia Roberts, Owen Wilson and Jacob Tremblay. The film was produced by Todd Lieberman and David Hoberman and debuts in theaters on November 17, 2017. Lionsgate has also been an enthusiastic partner supporting a number of #ChooseKind activities as well as becoming part of the curriculum in many schools across the country in advance of the film’s premiere. On September 26, 2017, Alfred A. Knopf Books for Young Readers published the special movie tie-in edition of WONDER which shares fun anecdotes from the cast and crew and features an eight-page full-color insert with photos from the film. The book also has a foreword by the director Stephen Chbosky, an afterword by R.J. Palacio and a family discussion guide. In addition, Hot Topic, a retail outlet that specializes in pop culture-inspired fashion, is selling WONDER t-shirts in-store and online in the run-up to the expected blockbuster box office opening of the movie nationwide.
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