Dear Zoo campaign set to mark 35th anniversary

Macmillan Children's Books (MCB) is launching a campaign, including new publishing and a partnership with London Zoo, to mark 2017 being the 35th anniversary of Rod Campbell’s Dear Zoo.

The publisher will release two new editions next February: an updated board book with the 35th anniversary edition (£6.99) and a hardback gift edition with a slipcase (£12.99). Retailers will be sent marketing materials including event kits, bunting and display materials, and a storytelling event will tour literary festivals throughout the year.

In addition, the publisher is partnering with London Zoo to create a ‘Dear Zoo’ trail, featuring animal facts and the story of the book, in the Easter holidays, and will work with licence partners to create toys and puzzles. A stage play is also being planned, with more details to be announced soon.

Stephanie Barton, publisher 0-6 at Macmillan Children’s Books, said: “This is such an exciting time for Dear Zoo. This iconic storybook has been read and loved by families for 35 years, with its first readers now sharing it with their own children.”

Dear Zoo, first published in 1998, has sold 1.7 million copies in the UK for £8.5m, according to Nielsen BookScan. The bestselling title in the range was the 2010 board book edition, which has reached sales of 460,000, or £2.1m in value terms.

The book has sold more than 8 million copies worldwide, according to MCB.