Following World Book Day earlier this month, what book properties are ripe for licensing?

Louise Simmonds, Licensing Expert
Exploration and discovery enhance our curiosity about the world. The Lonely Planet brand has for a long time been a leader on helping us to learn and experience this. While I think there may have been licensed partnerships with The Lonely Planet before, there is a desire to be more appreciative of the planet now more than ever.

The book franchise has earnt loyalty and trust over the years – and it’s a brand that evokes emotions. There will be happy memories it has helped create, and the brand will also inspire a longing for future adventures whether that be near or far. Being able to leverage the emotive and inspirational elements – combined with the trust and respect the brand has built – offers a solid foundation for a licensing program. Focusing on trust and respect could open opportunities for collaborations with adventure clothing, travel and equipment brands, and perhaps in the area of educational games and toys.

Picking up on the inspirational and emotive angle, there could be home, beauty and lifestyle collections that capture the essence of a certain country or place. There could be an opportunity to think about experiences to enhance the shopping environment too, or maybe some exciting technology that brings the experience of discovery inside your own home and compels you to go on an adventure and see for yourself.

What appeals is that the brand is not a trend… Its roots are global, and adventure and learning apply to both kids and adults. In terms of scope, there could be multiple approaches and applications. Something that inspires you and creates a happy memory is a wonderful thing.

Ian Downes, Start Licensing
I have selected two book series that I think have potential in specific categories of licensing. The first is Dick Francis’ series of crime novels set in the world of horse racing.

As a fan of racing and crime I have read most of these books. I enjoyed them not least as Francis was very successful at blending the two subjects effectively. He was also a stickler for detail forensically researching his subject matter… For example, if one of the characters was a racing photographer, he would include lots of details about photography and cameras. After his death, one of his sons – Felix – has kept the franchise going.

My idea with the Dick Francis series is to create the Dick Francis Racing Club. The club would own a racehorse – clubs and syndicates in racing are very popular – and would be an ‘added value’ one with social occasions linked to the books and book locations. It would also include special offers on books including any new launches – indeed book launches could become events in their own right. It would also act as a forum for like-minded people to meet. The Dick Francis brand would resonate well in the racing world.

My other pick would be Ed McBain’s 87th Precinct novels. These were a series of all-action crime novels set in a fictional American police precinct. We follow the detective squad as they solve crimes. Rather like Francis, Ed McBain took a very detail approach to his storytelling and included granular details that were part of the cases being investigated – indeed in some cases he included visuals of ‘clues’.

I read these books as a teenager and they were a great read and I think they inspired TV series like Hill Street Blues. I’m not sure they are still in print, but the 87th Precinct series and universe would be a wonderful starting off point for a series of board games and could also work as an immersive experience. I think a well-structured PR and social media campaign would help with re-awakening the love of the books readers like me have – but it would also pique the curiosity of new fans.

It really is a classic crime series – who knows the books might get re-published… I have often thought about publishing them myself!

Billy Langsworthy, Brands Untapped
My pick is one that I don’t see kids necessarily dressing up as for World Book Day, but it’s got plenty of product potential – the Hobtown Mystery Stories series of graphic novels from Oni Press.

Set during the Nineties in a ‘charmingly bleak village’ in Nova Scotia, Hobtown Mystery Stories is, in a nutshell, Nancy Drew meets Twin Peaks. The brainchild of Kris Bertin and Alexander Forbes, it follows a group of teen sleuths who call themselves The Hobtown Junior Detective Club. They solve strange goings-on that each build up a picture of the peculiar, troubled history of Hobtown. It’s visually striking, funny, compelling and very, very odd in places.

Why does it suit product? First, it’s got an incredibly defined style and sense of place, which could lend itself to ‘in-world’ product, or assets that could suit ‘if you know, you know’ apparel. The opening of the first book – The Missing Men – contains a detailed map of the town, while the second ­– The Cursed Hermit – opens with a detailed ‘Historical Guide of Hobtown’ pamphlet. Two members of the group wear ‘Hobtown Bitingfish’ jackets. Stores and services in the town – like Clean & Happy Cleaning Company or The Propellor Club – are packed full of detail and character. H&M recently launches a Great Northern Hotel t-shirt for Twin Peaks fans. Hobtown fans might go for something similar centred around the nefarious Knotty Pines School.

Away from the town itself, there are plenty of strings to pull it when it comes to product. The mysteries could lend themselves to board games, the remarkable panels would look terrific as art prints, there could be fun experiences or themed escape rooms, and it has a cast of weird and wonderful characters that could suit plenty of different categories. I’m even sure a plush version of Hobtown’s strangest resident – the Mini-Man – would appeal to some…

The other thing to note is that while it’s got ‘cult’ vibes, it’s on the rise. Hobtown Mystery Stories were first published by Conundrum Press in black and white back in 2017. Oni Press picked it up and reprinted the two books last year, this time in colour thanks to colourist Jason Fischer-Koui. Oni Press is also now continuing the series, with a third book – The Secret Saucer – landing in November. Two further titles also in works, so as the audience grows, so too may the appetite for licensed products.

I was also going to send up a flare for the terrific Beneath the Trees Where Nobody Sees, a fantastic comic book series from IDW correctly described as ‘Dexter meets Richard Scarry’s Busy Town’. But just last week IDW appointed Segal Licensing to helm a consumer products push for the brand – so that wish is being granted and I’m excited to see what comes from it.

Samantha Warrington, Search Press
As the mother of two young boys, I appreciate this might be quite a biased response, but I think the Dog Man graphic novel series by Dav Pilkey are absolutely ripe for licensing!

Judging by both my Instagram feed and the many other canine fancy dress costumes at the school gates on World Book Day, my son wasn’t the only child who chose to dress up as the heroic part man, part dog character Dog Man. The 13 Dog Man books published to date and the full-length feature film released this Spring have all been hugely successful – with at least three book titles topping the current bestseller lists.

The hilarious crime caper comics have built up a massive and dedicated fanbase and following worldwide. The bold lines of the drawing style are instantly recognisable as a brand and would lend itself easily to a range of merchandise, from clothing to toys, games and beyond.

Additionally, the Dog Man books are filled with positive messages around friendship, laughter and kindness, but most importantly they get kids off their screens and teach them to really love books! This means that parents and educators are always going to be happy to buy further into the brand – and keep their little ones reading!

From my point of view as a publisher of art and crafts titles, I would absolutely love to commission a How to Draw Dog Man book…