The English Roses Toy Range
LOS ANGELES (Reuters) – A few years ago, if someone said Madonna was selling toys, one would assume sex toys.
But that, darling, is so yesterday for the ever evolving diva-turned-movie-star-turned-GAP-spokeswoman-turned-children’s -author whose publishing blitz in kids books has now paved the way for a new line of products based on her book, “The English Roses.”
Madonna and merchandising company Signatures Network Inc on Wednesday announced a deal to develop dolls, apparel, accessories, cosmetics, stationery, room decor and back-to-school products aimed at the “pre-tween” readers, aged 7 to 12, who made Madonna’s book a hit.
“I’m excited about the opportunity to develop a range of beautiful products that will complement the book and continue to spread its positive messages to children,” Madonna said.
Set in London, “The English Roses” is a moralistic tale about the importance of compassion and friendship through the story of four little girls.
The book has been printed in 30 languages, released in over 100 countries and became the largest children’s book release in publishing history with a first printing of 1 million copies.
The “Roses” products begin rolling out in early 2004.
“Madonna clearly knows how to captivate audiences and with ‘The English Roses’, she is reaching an entirely new generation on a global level,” said Dell Furano, chief executive of Signatures who is talking with Mattel Inc. about developing dolls based on the books’ characters.
Madonna recently released her second children’s book, “Mr. Peabody’s Apples” to less enthusiasm from critics.
Signatures’ deal relates only to “The English Roses,” said Furano, who added that the 45-year-old mother of two has often rejected licensing and merchandising opportunities throughout the years.
“She has turned down many things over the years in terms of fashion, apparel, eyewear, fragrance … huge money deals,” he said, adding, “She liked the idea of building “The English Roses” franchise and children-based products. It’s a separate part of her that she wanted to embrace.”
Long praised for her ability to re-invent herself, Madonna’s latest CD and film efforts have been less than stellar but she has seemingly morphed from the renegade sex kitten with cone-shaped bras, to “The Maternal Girl,” who now promotes products for back-to-basics retailer Gap Inc .
Madonna’s ability to appeal to so many different audiences, from suburban moms to music fans — who recently saw her now-legendary kiss with Britney Spears — and young readers of her kids books, will help boost sales of her products, Furano said.
Written by : Sue Zeidler
Source: Reuters
Thanks to Djmeistr