Maisy™

 

Background

 

Maisy is an irrepressible little mouse whose lively personality and bright graphic style appeals to both adults and children. Just like every typical pre-schooler, Maisy experiences the adventure of daily life with her friends and family.

 

 

Target Market

 

Primary target markets: parents in their 20s/30s for pre-school children, socio-group A/B/C1 (emphasis on girls).

Secondary target markets: tweens, babies

 

Brand Values

Maisy is: warm, can-do, bright, smart, sensitive, friendly unisex, naïve, loveable, fun, educational, bold colourful, humorous, innocent, contemporary

 

USPs

• A sparkling and sympathetic heroine for the under-5s
• Simple, direct design and visually arresting artwork
• Consistent publishing programme through 2008 and 2009 worldwide.

 

 

Publishing

• Maisy has sold over 23 million books in 29 languages.
• In 2007 Walker Books introduced a new logo – My Friend Maisy – to promote brand recognition. New cover-branding and clear age-ranging has been incorporated on all new publishing and marketing material.
• New branding with the new message It’s more fun with Maisy! also launched in 2007.

 

Online presence:

 

www.maisyfun.com – the first ever Maisy brand site was launched in 2007 with dedicated areas for children, parents and teachers and an exciting mail order facility for books and merchandise.

 

 

Television and Video / DVD

• Universal are the video / DVD distributors
• Universal and King Rollo Films have produced 104 x 5 minute (26 x 30min) animated film episodes. Universal manages the rights for broadcast and DV
• Regular DVD releases by Universal in the UK, France, Benelux, Spain, Scandinavia, Germany and Italy.
• The UK broadcast partner is Nick Jr.
• A DVD (Universal) gift pack for Christmas 2007 for gift retail, supported by various Maisy licensees such as Shreds, Monster Factory and Riviere Publishing.

 

Partner promotions

• Continued partnership with Nipperbouts who provide a crèche facility at major conferences.
• Dedicated Maisy branding in-store with Waterstone’s with exclusive Maisy furniture.
• Maisy appearances at Center Parcs and Legoland in 2007 with retail support, plans to repeat events in 2008 awaiting confirmation.
• Charity partnership with Starlight Children’s Foundation for a range of pin badges, selling through all Lloyds TSB outlets during October and November 2007 and Christmas cards at general retail with proceeds going directly to the charity.

 

UK Retail Support

 

Maisy is strongly supported at retail by Daisy & Tom, John Lewis, Fenwicks, Boots, Paperchase, Scribbler, Waterstone’s, Blackwells, House of Fraser, Marks & Spencer, Amazon, ELC and specialist toy, apparel and gift stores.

 

 

 

 

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Maisy™
© Lucy Cousins 2008