Johnnie puts his thumbprint on the book map
By Staff -- Playthings, 6/1/2005
Johnnie is thumbs up about most things. The happy thumbprint, works at the Longhorn Diner and goes out to find a new friend in a first book, The Adventures of Thumbs Up Johnnie. The Thumbs book, released by Pixie Stuff, St. Louis, is the first in a series of five to come out this year.
The books teach kids personal hygiene, exercise and good eating habits. A Johnnie Jams CD, Johnnie denim lunch bags, plush toys and jewelry, are inspired by the character, first developed in 2002 when creator Michelle Bain, put her thumb print on an envelope addressed to a friend.
Bain tells Playthings that book promotions and signings will continue throughout the year.
Getting a thumbs upEvents tied to the book topics are also a good way for retailers interested in hitching a ride on this Thumbs Up marketing bandwagon. An in-store creative writing event for 7th and 8th graders at Borders Books in Brentwood, Mo., this spring is one example of a Thumbs Up in-store promotion. “People like to meet authors,” says Bain. “As a new author, promotion is key—book signings, meeting with kids and just meeting with people in the industry and hearing what they need me to write about.”
The books can be tailored to fit particular product launches. Bain is currently working with the March of Dimes on a book.
