Random House Children’s Books (RHCB) launches two new brands and product lines in the marketplace at the North American International Toy Fair this weekend. Over the last year the company deepened its investment in the development of author and illustrator properties to extend brand equity, build consumer engagement, and generate new revenue streams.

The two at the forefront are based on key family publishing properties and best-selling books by authors and No. 1 New York Times bestsellers R.J. Palacio and Emily Winfield Martin.

With more than 9 million books sold in the Wonder publishing program, and the original novel translated into more than 45 different languages, R. J. Palacio’s Wonder is about an ordinary boy with an extraordinary face and heart. On the heels of the hit movie starring Julie Roberts, Owen Wilson, and Jacob Tremblay,  Random House is heading into New York Toy Fair with a brand targeted to kids ages 8 to 12 focused on the book’s main theme of choosing kindness (#ChooseKind). Consumers can already find several Wonder branded products from partners with multi-year partnerships like Clarkson Potter for stationery and journals available at Target, Barnes and Noble, and more; Changes with t-shirts available at Hot Topic; Out of Print Clothing for accessories; Raymond Geddes with anti-bullying themed classroom supplies; and SG@NYC for jewelry all available in specialty stores and online.

The “We’re All Wonders” Auggie plush, geared toward kids 3 to 7, will also be introduced in the spring from Yottoy Productions.

Inspired by Emily Winfield Martin’s picture books, Dream World by Emily Winfield Martin, is a new lifestyle brand geared to millennial moms of infants and toddlers. Martin’s The Wonderful Things You Will Be has held a top position on the New York Times bestseller list for more than a year and counting, and has more than 1 million copies in print.

Partners for the program include Finn + Emma for apparel, accessories, and toys, and Milestone for special moments memory cards that are both found online. Showing at New York Toy Fair for fall launch is New York Puzzle Company with puzzles, MerryMakers for plush, and Kids Preferred for nesting blocks, soft books, and bookends.

About the author

Maddie Michalik

Maddie Michalik

Maddie Michalik was the Editor-in-Chief of The Toy Book from 2020-2022. She was also a Senior Editor at The Toy Insider and The Pop Insider.

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