Rachel Bader, Director of Licensing at Penguin Random House, joins The Licensing Book’s World Series of Licensing Q&A series to explore how books, characters, and literary worlds can move beyond the page through consumer products and partnerships that connect with today’s readers and families.
The Licensing Book (TLB): Publishing-based IP often has a deeper emotional runway than trend-driven entertainment properties. How do you identify which book brands are ready to move beyond the page and into consumer products?
Rachel Bader (RB): Books need to have a deep emotional impact on readers, which can be measured by reader reviews and fan engagement on social media. It is also helpful if they continue to have strong book sales and have crossover appeal with kids and adults.
Another important factor is to ensure the book series features artwork that can be easily adapted across various product formats, with ownable storylines, characters, and settings.
Lastly, we need full support from the author and illustrator. It is important that all parties are involved in the beginning of the process, and we work closely with the creators, making sure they approve of how the books are extended into a product.
TLB: Penguin Random House continues to build around evergreen properties, including renewed activity for Richard Scarry’s Busy World. What does it take to modernize a classic brand without losing the warmth, detail, and trust that made it endure?
RB: It has been an honor to work on Richard Scarry’s Busy World and to watch consumers connect with its joyful, imaginative universe. His characters are truly timeless and can fit into a wide variety of categories in the retail market.
We’ve recently announced the global expansion of Richard Scarry’s Busy World with over 20 new licensees, including vending machines and limited-edition prints created by independent artist Inciardi Prints; stationery partners including Paperless Post, Maginating, and Red Cap Cards; fashion-forward apparel for kids and adults through partners like Wild Woven and Cakeworthy; home and giftware with a forthcoming Magpie line; and many more. Across the board, our licensees are interpreting Richard Scarry’s Busy World with consumer products that preserve the look and feel of Richard Scarry’s illustrations, in new formats like fashion, home goods, and accessories that fit the lives of today’s consumers.
We are also seeing that today’s consumers, both young and young at heart, are interested more than ever in Scarry’s work. This is perhaps best exemplified through @richardscarrylove on Instagram, a collaborative effort between Random House and Scarry’s son, Huck Scarry, that currently boasts a community of over 390,000 followers.
TLB: How are fan communities influencing licensing decisions?
RB: Fan communities play a vital role in helping the licensing industry better understand the audiences connected to beloved stories, particularly those that carry a strong sense of nostalgia. These communities celebrate milestone moments as well as engage and connect online, which creates opportunities for brands to build a deeper and meaningful connection with fans.
We’re seeing how adults reconnect with the books and characters they loved as children in new immersive ways. That degree of fan engagement has inspired us to seek more adult-targeted partnerships, such as design-forward apparel and chic home décor. Our longtime fans are also keeping the stories relevant by introducing them to a new generation of readers when they become parents, aunts/uncles, and more, which is helping us connect with young readers. A real sweet spot for us came through our recent collaboration with Inciardi Prints, which resonates with both new and nostalgic audiences who collect the limited-edition mini prints (and has served as a retail-driving tool at specialty book and gift stores where our branded vending machines have been placed).
TLB: What are some of the key properties that you’re looking to build upon this year, and why should partners be excited about them?
RB: We’re excited to announce new partnerships for our roster of beloved properties and new fan-favorite brands. A ‘Harriet the Spy the Musical’ is currently in development, anticipating a stage debut in 2028. We also have a new line of Frederick books from Leo Lionni, as well as plush and stationery products from Lionni’s other memorable works, including A Color of His Own, Swimmy, and Cornelius. Fans of Grumpy Monkey will see Jim Pantzee’s story extend beyond the pages into lifestyle and consumer categories as well, giving kids more ways to interact with the characters from the best-selling picture book.
TLB: Retailers are being more selective, and consumers are watching their spending. How should licensors, licensees, and manufacturers approach partnerships in this climate?
RB: Licensors should be intentional about the partnerships they pursue. I tend to evaluate three things when approaching partnerships: industry reputation, design innovation, and strong distribution. Companies with a proven track record that understand how to extend a book property into licensed merchandise are very important.
I also look for manufacturers and creative teams who are true fans of the brand – it always helps to have a deeper connection to art from their childhood as they develop product lines. Those licensees who can elevate stories from an artist’s perspective and create consumer products that evoke an emotional connection tend to be our strongest partners. That shows me real authenticity in understanding the brand and materials, identifying a property’s strengths, and getting to the heart of each story.
When it comes down to it, the most successful partnerships are rooted in genuine care for the brand. Consumers can immediately tell when a collaboration feels authentic – and when it doesn’t.
Visit Penguin Ventures in Booth No. A149 at Licensing Expo 2026.
Stay on the Pulse of Play!
This Q&A is a digital companion to The Toy Book‘s 2026 Licensing & Entertainment Issue, featuring The Licensing Book. Read the full issue here!
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