The new kid on the block in the coloring and activity market, Bendon Publishing International has signed eight new licenses this year. Its roster now includes everything from Teenage Mutant Ninja Turtles and Transformers titles to Brainy Baby and Bear in the Big Blue House books. The company is poised to sign some additional well-known brands, according to president Benjamin Ferguson, who said, "In the next six months, we'll certainly shock some people."
Formed three years ago after the purchase and phasing out of Landoll by McGraw-Hill Children's Publishing, Bendon is staffed by 20 former Landoll employees. Its product line consists of the same type of coloring and activity titles, workbooks, flash cards, storybooks and pop-ups for which Landoll was known, but ranging in price from 99 cents to $19.99, versus Landoll's $4.99-and-under price points. Bendon sells to mass merchants, book shops and toy stores, as well as specialty stores from Michael's to T.J. Maxx.
