Egmont Publishing Group has launched a children's double-sided joke book based on Rovio Entertainment's successful Angry Birds gaming app.
Overwhelming response from retailers, who have pre-ordered the title in anticipation of its popularity, has already forced Egmont to order a repeat of the book’s first print run before its general release on 1 October.
Egmont confirmed that both the initial print run and all future printing of the title had been contracted to a UK printer but the publishing company refused to give further details including which printer had won the contract or the number of editions printed so far.
Printed on uncoated paper, the 198x130mm book features a full colour gloss cover, with black and white printing on the inside pages.
The 64pp title is aimed at children aged five and above and will be available from a range of independent and larger retailers including Waterstones, WH Smith and major supermarket chains at a retail price of £4.99.
The book, which has English language rights in the UK, Eire and the Commonwealth countries, will feature Angry Bird’s on one side while the reverse will illustrate the pigs, that in Rovio’s app game, are the birds’ enemies.
Egmont managing director David Riley said: "We have a growing portfolio of digital entertainment brands and Angry Birds is a world class addition."
"Its rich source of humour and characters makes it the perfect publishing brand."
He said he hoped the success of the Angry Birds title would help to offset a disappointing summer for the publishing industry.
Egmont’s group sales director Gillian Laskier said: "This summer, and especially August, has been dire for the book market. Everyone has been glued to their TVs with the Jubilee and then the Olympics."
"In the run up to Christmas – the key trading period – everyone is hugely optimistic of a bumper season. We, at Egmont UK, are seeing massive levels of anticipation for the new Snicket title, and hugely popular internet brands such as Angry Birds are already reprinting."
Egmont plans to publish two further titles from the Angry Bird line in 2013 including a Punch Out book, in which children can recreate the Angry Birds game at home, and a Search and Find book based on the Where’s Wally format.Tweet
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