Simon & Schuster Children's Publishing group will begin publishing coloring and activity books next spring through its newly formed merchandising division. Stephen Weitzen, whose credentials include heading the Golden Books special markets and value books operations, will head the new division, which will also incorporate S&S Children's existing custom publishing and value book operations.
"It's a logical extension of our business," said Rick Richter, president of the S&S Children's unit, about the decision to enter the highly competitive coloring and activity market. Richter is counting on S&S's relationship with licensors and Weitzen's contacts to speed S&S's entry into the marketplace. Mass merchandisers and warehouse clubs are important outlets for coloring and activity books, but Richter noted that with the consolidation in the ID wholesale market, S&S's sales organization already reaches about 80% of stores that carry the books.
There is also "enormous opportunity" in publishing proprietary products for retailers, Richter said, and putting the value and custom publishing operations under Weitzen will give the program more focus.
The merchandise division will have a staff of six, and more hires are expected as the program ramps up, Richter said. In 2006, the division will publish more than 100 titles.
