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09/02/00 Ladybird celebrates 60 years of children's publishing
This year sees the 60th anniversary of Ladybird Books. As part of the celebrations, Britain’s best-known children’s publisher will be reproducing several favourite titles from the past as special Limited Edition & Added to this will be the launch of a new web site (www Iadvbird.couk) and an innovative customer helpline. Everyone remembers their favourite Ladybird - the familiar pocket- sized book is an essential part of growing up. From Bunnikins in the 1940s through learning to read with Peter and Jane, to classic characters like Cinderella and Chicken Licken, right up to Twinkle Twinkle and the Wiggly Worms of today, Ladybird has helped generations of children to enjoy reading. Appearing in more than 60 languages, sales now exceed 20 million copies a year. The development of Ladybird books reflects the changing needs and tastes of children, while mirroring trends in the teaching of reading.

Strong illustrations have always been a hallmark — from the rather dark and intricate styles of the early years to the bright and breezy images of today. Another sign of the times is the influence of film and TV. Among Ladybird’s most popular books is a highly successful range of more than 150 Disney titles among them, Winnie the Pooh and A Bug’s Life. Although the classic mini hardback’ remains Ladybird’s signature format, over the years, the company has continued to innovate. Large picture books, sticker activity books, board books, tactile books, cloth and bath books together with book and tape packages are all part of the range. Recent award winners include The Black & White Cot Book, Bouncy Lamb, Twinkle Twinkle and the Jolly Lion Story Playmat. As for reading theory, after years of wrangling, experts now agree that the best approach is a balance of two techniques - ‘look and say’ (the learning of important key words and their frequent repetition) and phonics (the sounding of sounds and combining them to make words — such as C- A- T),” explains Geraldine Taylor, Ladybird’s Education Consultant. In line with the National Literacy Strategy, today’s Ladybird Reading Schemes incorporate this two-pronged approach. “Despite immense cultural changes over the last 60 years, children still demand to be entertained and enchanted by great books,” adds Michael Herridge, Ladybird’s Managing Director. “We are focused on nurturing the child’s imagination from as young as possible and building this into a lifetime love of reading.”

To mark the 6011 anniversary, customers who buy any two of Ladybird’s current best sellers will receive a free Limited Edition 2 Ladybird first published in the 1940s or 1960s. Reproduced exactly to the original specifications, the books include Bunny’s First Birthday and The Elves and the Shoemaker. Available in bookshops from 24 May. The new Ladybird Helpline (tel 0845 036 6600 ) - the first of its kind in children’s publishing - will provide advice to parents on all aspects of reading and how to select the best books for their children. Open 9am to 5pm and manned by a dedicated operator, all calls are charged at local rate. Meanwhile, there is something for everyone on the new Ladybird web site (www.Iadvbird.co.uk). Mums and dads can access ‘Parents Corner for a variety of information on child development and the encouragement of good reading habits. Children can have fun in ‘Kids Corner’ which features competitions, games, holiday activities and book reviews. The helpline will be available from the beginning of May and the web site goes live at the end of May. Ladybird is part of the Penguin Group and publishes children’s books from 0 to 11 years. New for this year is range of baby play books incorporating soft toys and rattles.