The Bookseller.com

2nd December 2008

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Retailers back R&J winners

26.10.07 Caroline Horn

W H Smith, Waterstone's and Borders are backing the one-off "Richard & Judy" children's books special with a promotion of all 19 titles featured on the show. The one-hour programme aired yesterday evening as part of Channel 4's literacy strand this autumn.

The eight winning titles were: Aliens Love Underpants by Claire Freedman and Ben Cort (Simon & Schuster) and Poppy and Max and the Fashion Show by Sally Grindley and Lindsey Gardiner (Orchard) in the 5+ category; Spy Dog by Andy Cope (Puffin) and The World According to Humphrey by Betty G Birney (Faber) in the 7+ category; H.I.V.E. by Mark Walden (Bloomsbury) and Skulduggery Pleasant by Derek Landy (HarperCollins) in the 9+ category; and The Recruit by Robert Muchamore (Hodder) and Girl, Missing by Sophie McKenzie (Simon & Schuster) for confident readers.

W H Smith will include all the shortlisted titles and winners in a wider three-for-two offer, beginning today, Friday 26th October. The length of the R&J campaign will depend on sales of the books, said a spokeswoman.

Borders is putting the promotion front-of-house as well as in the children's departments. "We will be giving it a high priority," said senior children's buyer Becky Stradwick. "It is so rare to see children's books supported on television that we wanted to support it."

Publishers of the featured titles are contributing towards the cost of POS and distribution to promote the show across all retailers. According to trade insiders, shortlisted houses have been asked to pay £500 and winning houses are paying £1,595.

The boost in sales is expected to more than offset costs. Mike Richards, head of marketing and publicity for Egmont Press, said: "Sales of our shortlisted book, Andy Stanton's You're a Bad Man, Mr Gum!, trebled in September after the shortlist was announced." At S&S, marketing and publicity director Elisa Offord added: "Retailer support is very strong and that is encouraging all the publishers involved to get behind the programme."

Publishers are also backing a series of roadshow events around the country during October and November, organised with the Federation of Children's Book Groups.

Retail Caroline Horn richard and judy children's Prize