Daniel Tiger Publishing
Consumer Products

Publishing pushes growth for Daniel Tiger

After book sales grew for the fifth year in a row, Fred Rogers Productions and 9 Story Brands are expanding the preschool property's licensing program.
July 9, 2019

Fred Rogers Productions is looking to capitalize on publishing for its Daniel Tiger’s Neighborhood brand. Sales of titles related to the PBS KIDS series grew 58% in 2018, marking the fifth consecutive year of growth, according to master publishing partner Simon & Schuster. In an effort to keep that momentum going, Fred Rogers Productions is working with its global licensing agent 9 Story Brands to expand the preschool property’s licensing program.

Upcoming titles set to hit shelves this summer include Helpers in Your Neighborhood (pictured), a deluxe storybook that sees Daniel leave the Neighborhood of Make-Believe for the first time; Daniel’s Potty Time, Mama Travels for Work, Daniel Gets His Hair Cut and Daniel Goes to the Dentist, all available in multiple formats; and the board book Friends Ask First.

This fall, Simon & Schuster will also launch the Daniel’s Ugga Mugga box set, which includes multiple stories about love, as well as Calm at the Restaurant (a book featuring a tic-tac-toe game board and pieces to keep kids occupied at dinner).

A number of new titles will also bow with retailers in time for the 2019 holiday season, including the board book A Very Merry Day in the Neighborhood from Simon & Schuster; the sound book Snowflake Songs from Cottage Door Press; and the activities paperback Let’s Play Together from Topix Media Lab.

According to Fred Rogers Productions COO Kevin Morrison, publishing has been particularly successful for Daniel Tiger’s Neighborhood because it allows preschoolers to interact with the brand in a tactile way, putting the show’s stories in their hands and allowing them to engage over and over again (no matter where they are).

“The books offer children a screen-free way to engage with Daniel in a very personal way while at the same time fostering a love of books and learning,” Morrison says.

Beyond publishing, Kahootz Toys will launch a number of Colorforms extensions this fall, including the Daniel Tiger Dress Up Play Set, the Daniel Tiger Beach Vacation Take-Along Set, the Daniel Tiger Foam Bath Time Set and the Daniel Tiger Fuzzy Felt Costume Closet Set. First-aid manufacturer ASO will also bow a range of bandages inspired by the show with Target this fall, while Christmas ornaments and stockings from Kurt Adler will be available in 2020.

Daniel Tiger’s Neighborhood launched in 2012 and builds on the classic PBS series Mister Rogers’ Neighborhood. The animated series boasts four seasons starring Daniel Tiger—the son of Rogers’ puppet Daniel Striped Tiger—that follow his adventures as he works through experiences (like going to the doctor or being disappointed) for the first time.


About The Author
Elizabeth Foster is Kidscreen's Copy Chief & Special Reports Editor. Contact Elizabeth at efoster@brunico.com


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