Reader's Digest Children's Publishing has a hit on its hands with its proprietary hybrid book-and-toy Movie Theater Storybook line. The fourth title in the series—which has cumulatively sold more than two million copies worldwide since the first book was published in 2002—came out early this year.
The storybooks, which retail for $24.99, are oversized hardcovers that include a removable movie projector (with a built-in reading light) and 10 mini picture disks. Children can project 80 story images on the wall as they read. The first title, Disney Princess Movie Theater Storybook, has sold more than 1.2 million copies; other titles are Disney Animal Friends, Disney-Pixar Amazing Adventures and NickelodeonMovie Theater Storybook and Movie Projector.
"We look for inspiration in lots of places," said Harold Clarke, RD's v-p and publisher, trade publishing. "We're very toy-sensitive." Clarke believes the line's success, however, is due to the fact that, even with its toy-like, novelty traits, the storybook itself stands alone. "You have a very handsome reading book," he said, adding that the projector enhances the experience. "It's a real expression of what we try to achieve here."
The series has done well in all distribution channels, starting with RD's Books Are Fun display marketing division, which sells through institutions (including 60,000 schools). Mass merchants, international direct marketers and trade bookstores have all embraced the Movie Theater titles. The storybooks sold out in the Disney Stores in the U.K., which boast the best per-store sales rate of any channel.
The format has generated interest in countries where RD has not had a presence, such as Bulgaria and Turkey, largely attributable to the strength of the Disney license in those markets. In some countries the titles are sold through RD imprints and in some by other publishers, including Disney licensees. "We're one small division of Reader's Digest," Clarke said. "This became the format that got us noticed by our sister companies." He cited RD Poland and RD Australia as examples of corporate divisions that have done well with the line.
The Movie Theater concept, with its high price point and entertainment connection, is easily married to RD's licensed brands, and Clarke said the format would be considered for each license RD takes on, with a Barbie book currently in the works. Non-licensed titles are also a possibility; the company is planning a Bible-themed title.
