Johnnie Be Good

Thumbs up to Johnnie! Michelle Bain's upbeat children's book series about a cheerful cowpoke and his “characterrific” crew is headed for the big time, as St. Louis-based publisher Pixie Stuff has lined up expansive partnerships for the holidays and 2008. After the well-received launch of Johnnie Finds a Buddy at Book Expo in 2005, Bain rereleased it this year with new artwork from Lorenzo Lizana, then collaborated to add five more books.

“I loved how he interpreted Thumbs Up Johnnie and his whole world,” Bain says. Each of Bain's titles aims to teach kids important life lessons and skills, such as teamwork (Johnnie's Missing Boot), hygiene (Jimmy Jam Germ & the Happy Handshake), financial responsibility (Banker Bill's Guide to Common Cents) and non-verbal communication (Zipp, Digit & the Happy Signs). Debuting this month is Bain's “absolute favorite,“ Thumbs Up to the Red, White & Blue!, which covers American history, national parks, voting, the armed services and more.

Bain also offers three titles so far in English/Spanish dual-language editions (available via www.thumbsupjohnnie.com and Scholastic's Spanish Lectorum) that teachers love, she says.

In the licensing arena, a Johnnie plush from Build-a-Bear just debuted, with Lillian Pinky and Buddy horse coming soon. “The quality is very high, and our design enables it to be safe for newborns,” Bain says.

Pixie Stuff is also eyeing additional opportunities, and has hired Randy Dalton, former executive producer of Barney & Friends, to spearhead these efforts. Look for a 60-minute animated DVD (for Q3 release) next year, plus gaming and more toys. “On the horizon are audio books, board books, coloring books, activity sets and web enhancements,” Bain adds, noting that new titles will focus on the environment and diversity, as well as developing Lillian Pinky's world to address issues facing girls.

In addition to mass retailers and bookstores, Johnnie will be promoted on QVC and at in-store events, Bain says. She promises that 2008 “will prove to be our biggest year yet, with truly explosive growth through several large retailers, special initiatives and exclusive products for them.”