Walker unveils plans for Maisy Mouse 30th anniversary

Walker Books has revealed its plans to mark the 30th anniversary of Maisy Mouse. 

The Maisy Mouse picture books, written and illustrated by Lucy Cousins, featuring Maisy and her friends Charley the crocodile, Tallulah the chick, Cyril the squirrel, and Eddie the elephant, have become a global success since Walker published Maisy Goes to Bed and Maisy Goes Swimming in July 1990, with a TV show and DVDs as well as toys and licensed products. 

Pindy O’Brien, licensing and retail development director, key franchises, Walker Books, said: “Maisy’s positive, friendly and inquiring outlook and her ability to connect with new generations of children continue to make her popular all over the world. The thirtieth anniversary of this much-loved character is well worth celebrating – as fans of all ages will no doubt agree!”

Walker Books, the licensor of the Maisy Mouse brand, along with its sister companies Candlewick Press in the US and Walker Books Australia, is planning a number of celebrations for the pre-school character. 

Maisy’s 30th anniversary will start with a brand-new logo that encapsulates the enduring appeal of the character in the words 'Celebrating 30 years of Maisy. Friends. Learning. Fun', said Walker. This message, along with the well-known illustrations from the series, has also informed a style guide which translates into all key categories, including tableware, apparel, bags, calendars, cards, toys and stationery. 

Partnerships with educational groups and across a variety of media are planned to underline the popularity of Maisy and her friends with pre-schoolers, parents and teachers. Strong promotional opportunities are particularly expected in Asia, where the imminent arrival of the Year of the Rat in early 2020 has boosted the region’s already strong interest in Maisy’s anniversary, and offered opportunities to link the two events in promotions and marketing.

Maisy Mouse has gone on to secure global book sales of more than 38 million copies of over 300 titles in a wide variety of formats, according to Walker. Through BookScan, Maisy Mouse books have sold a combined 1.5 million copies for £8.2m in the UK.

Walker in the UK continues to publish an average of ten Maisy books a year, including board and novelty books. The series includes themes such as First Experiences, First Science, First Concepts and First Words.