HCG’s Pat-a-Cake secures first licensing deal

Pat-a-Cake, the new baby, preschool and early years imprint from Hachette Children’s Group (HCG), has signed its first licensing deal to publish books based on PJ Masks.

PJ Masks, an animated children’s TV series produced by Entertainment One, is about three six-year-olds who become superheroes at night.

HCG licensing director Katie Price signed a three-year publishing contract with Christine Thomas, licensing manger at eOne Family, and will begin publishing in August this year with two episode-based story books, a sticker book and a colouring book. Another sticker book will follow in October.

Price said: “Signing an age-appropriate and popular licensed brand was always a key part of our new baby, preschool and early years’ imprint strategy. PJ Masks is the preschool brand that everyone is talking about and I am thrilled that we have acquired this for Pat-a-Cake. I believe that there is a real gap in the market for a preschool superhero brand and the buzz around PJ Masks is very exciting.”

HCG launched Pat-a-Cake along with Wren & Rook, a non-fiction list, in July last year. At the time, c.e.o. Hilary Murray Hill said the imprints would cover the type of books Hachette was “not normally associated with”.

“Our strategy is to publish across all areas so we wanted to have a full offering,” she told The Bookseller. “Pre-school is a key focus for us.”