The Hindu Business Line : Disney Publishing to woo more readers with local editions

New Delhi, Feb. 25 Parents and teachers can heave a sigh of relief. Despite television, the Internet, gaming and mobile distractions, children still want to read, according to Disney Publishing Worldwide.

“Our research tells us that in India kids like to read, and want to read. Sixty per cent of children read, and 76 per cent want to read or are predisposed to reading,” said Mr Jonathan Symington, Vice-President, Global Book Licensing of Disney Publishing Worldwide, on a recent visit to India.

The company recently launched Hindi and Marathi language versions of its books; Malayalam editions are to hit the shelves this spring. “The Indian market is a very dynamic one, particularly the children’s book market. Walt Disney is focusing a lot in India on the opportunities in the publishing world. One of the ways has been to make our books increasingly relevant locally, to increase our reach,” said Mr Symington. Declining to share figures, he said sales are seeing a healthy growth.

Disney has 10 licencees in the country currently, and is looking to expand distribution.

The company’s first time participation in the New Delhi World Book Fair reflects its increased focus on the Indian market.“We are extending the reach of our franchise. We are also coming out with more innovative formats, like a book and audio combination, particularly well suited for India,” said Mr Symington.

Disney movies and its highly successful ‘tween’ television property, The High School Musical, have and are further expected to fuel sales of its books.

The company is also waiting for the retail boom to open up access to many more book sections, and book stores in malls sprouting across Indian cities.

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