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The presentation on kids reading and buying habits given by Terry Nantier, President of PAPERCUTZ at the 2014 ComicsPro Meeting in Atlanta. The meeting took place on March 1st, 2014.
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ComicsPro Meeting
February 2014
2013 The Year of the Kid
Top Movies of 2013
$420 mm $409 mm $368 mm
Trend Continuing in 2014
$379 mm $146 mm
LEGO Movie had second
biggest February opening
ever!
Top Books of 2013
1.8 mm copies in hardcover
1.4 mm copies in hardcover
1.1 mm copies in hardcover
Reflected in Comic Book Market
ADVENTURE TIME
Boom Studios
MY LITTLE PONY IDW
SONIC THE HEDGEHOG
Archie
PAPERCUTZ Success Stories
LEGO: NINJAGO Series Over 2 million copies sold!
PAPERCUTZ Success Stories
GERONIMO STILTON Series Almost 1 million copies sold!
TM
12
THE FIRST SAMURAI
TM
TMAll-new, full-color Graphic NovelG
ERON
IMO
STILTON
GRAPHICN
OV
EL
$9.99 US / $10.99 CAN
www.geronimostilton.comwww.papercutz.com
Geronimo Stilton is the editorof the Rodent’s Gazette, themost famouse paper on Mouseisland. in his free time he lovesto tell fun, happy stories. inthis adventure, Geronimo has to face his worst enemies, thePirate Cats, who have discovereda way to travel back in time and change history…
Japan, 1603. Geronimo and hisfriends don’t know why thePirate Cats went back to thisprecise point in time, but theyare sure the Pirate Cats are upto no good! Posing as a travel-ing troupe of actors, Geronimosomehow manages to convincethe locals that he’s really aShogun, and not The FirstSamurai! Will Geronimo be ableto uncover the Pirate Cats’ planin time to stop them? Or havethe Pirate Cats finally won?
knows how to deal
with annoyingoranges!
“Geronimo fans will eat this up quickerthan a wheel of cheddar.” -Washington Times“Is it fact? Is it fiction? It’s faction,and it’s fun!” -Shelf-Employed
?!
Ohhhh!
book 11 covhc 11/30/12 5:44 PM Page 1
Kids Buying Power has Never Been Stronger
• Children under 14 spend about $40 billion annually. Compare this to the $6.1 billion 4-12 year olds spent in 1989.
• Teens spend about $159 billion.
• Children under 12 influence $500 billion in purchases per year.
Discovery/Purchase Trends !• Kids as young as 18-24 months are influencing
purchase decisions • Point of entry to brand/story world varies –
360 degree experience is expected (e.g. Spider-Man – many kids discover franchise through movies and then become book readers/consumers)
• When queried about purchase decisions 53% of parents say they bought “because my kid asked for it”
How Kids Learn About Books
32%! 30%!
20%! 19%!
38%!
27%!
19%!14%!
47%!
27%!31%!
20%!
Own Decision/Child! Friend/Family! Bookstore! Online Research!
TRENDS IN DISCOVERY OF BOOKS: 7 -12!(Source: Nielsen’s Children’s Deep Dive 2011-13)!
Fall '12! Spring '13! Fall '13!
But Not All the News is Positive …
Teens Being Turned Off Reading?
Teens Moving to Digital
The Takeaway
• Publishers & Retailers must work together to create a “fun reading habit”
• Publishers & Retailers must work together to create a “print reading habit”
• We must use all tools at our disposal to expose potential readers to product that interests them.
“Papercutz graphic novels are just good comics for everyone, kids especially. !!They're exactly the kind of new reader breeders that our industry needs, but that doesn't get nearly enough press or shelf space in most shops.”!
!- Confessions of a Comic Book Guy Column !by Steve Bennett, SuperFly Comics & Games!Published in ICV2: 01/29/2014 !
!
Papercutz Strategy #1 – User Friendly Product
Papercutz Strategy #2 – Leverage Existing Brand Awareness
▶ Launched in January 2013 –toy line, 3 video games, Cartoon Network series, dedicated area in Legoland Florida and now Papercutz graphic novels!!
▶ Strongest testing LEGO theme in the past 25 years.
LEGO CHIMA #1
Written by Yannick Grotholt
Illustrated by Comicon
Ships May 2014
▶ Coverage in WWE Magazine,WWE Monopoly game, Hot Topic promotion WWE.com, and TV events
▶ Store signings, Fan outreach and contests
▶ Press kit ARC mailing
WWE #1: “MONEY IN THE BANK”
Written by Mick Foley Illustrated by Alitha
Martinez
Ships June 2014
▶ Animated TV series premiered on Starz Kids in July 2013
▶ Relatable kid hero similar to Calvin from Calvin and Hobbes in his mischiefmaking and hilarious fumbles
▶ Short gags are perfect for kids just learning to read, with an over-arching storyline in each volume
Toto Trouble #1: “Back to Crass”
Written & Illustrated by
Terry Copee
Ships May 2014
▶ Highly anticipated series starring the original characters
▶ Featured in FREE COMIC BOOK DAY promotion
▶ #1 kids television brand in the United States, airing 7 times per week on Nickelodeon and Nicktoons
Mighty Morphin Power Rangers #1: “Rita Repulsa's Attitude Adjustment”
Written by Stefan
Petrucha Illustrated by Alitha
Martinez
Ships June 2014
NOT FINAL ART!
▶ Rio 2 opens on April 11, 2014, with home entertainment in the fall
▶ The first Rio film grossed $480M at the box office, making it one of the top grossing animated movies of 2011
▶ The series features art from top animation artists, and continues the story of the two Rio films
RIO #2: “The Creature From Blu’s Lagoon”
Written by Stefan
Petrucha Illustrated by James
Silvani
Ships April 2014
NOT FINAL ART!
▶ The Annoying Orange TV series is a top-rated show on Cartoon Network; #1 for its time slot among Boys 6-11 versus all TV since launch in June 2012
▶ Episodes broadcast multiple times weekly in CN’s highest rated prime time block reaching 99 million US homes and over 10 million kids
ANNOYING ORANGE #6: “My Little Baloney”
Written by Scott
Shaw! Illustrated by Mike
Kazaleh
Ships August 2014
▶ Ariol features the everyday life of a kid (donkey) and his friends (cow, pig, fly,cat) with a wry and colorful sense of humor
▶ The best-reviewed Papercutz launch to date
▶ Guibert is known for his books published with First Second
(The Photographer)
ARIOL #5: “Bizbilla Hits the Bullseye”
Written by Emmanuel
Guibert Illustrated by Marc
Boutavant
Ships August 2014
Papercutz Strategy #3 – Enlist Teachers & Librarians as Partners
• Creating Teacher’s Guides for all major series – six to date, over a dozen by end of 2014.
• Major presence at Librarian events – PLA, ALA, BEA, regional bookfairs.
• More advertising to teachers & librarians than any other comics or graphic novel publisher.
Papercutz Strategy #4 – Support Comic Shop Partners
• LEGO CHIMA Promotion
• Free Comic Book Day
• Weekly Activity Sheet Program
• My First Comic Promotion
▶ Major promotion tied to launch of LEGO: CHIMA #1 graphic novel in May 2014
▶ Papercutz will provide resources for retail partners to host CHIMA day in stores
▶ Special discount on CHIMA & NINJAGO GNs for participating retailers
▶ Participating retailers will be entered in to a contest to win a trip for 4 to Legoland California the week before SDCC
LEGO: CHIMA Promotion
▶ Gold and Silver level participation in event.
▶ Other PAPERCUTZ series features in SMURFS comic (ARIOL, ANNOYING ORANGE & DINOSAURS)
▶ Additional discount available on all titles featured in FCBD promotion Talk to Tony – you can place an order for these volumes right here at the show
Free Comic Book Day 2014
▶ Bi-weekly resource for shops that features coloring pages, games, comics and more
▶ Cheap and easy, can be output from a black and white printer
▶ Designed to be easily customized with store branding
from
NAME: AGE:
Weekly Activity Sheet Program
▶ Free Papercutz Comics for kids whose parents purchase Papercutz GNs (this is a special comic created for this promotion and it will feature an area/blank space for store sticker or stamp)
▶ Stickers that identify kids as “My First Comic” recipients
▶ Special discount on Papercutz product for participating retailers
“My First Comic” Promotion
PAPERCUTZ 2014 GOALS
• Provide retail partners with the tools to tap in to power of kids market
• Provide retail partners with tools to reach out to parents and community
• Be ‘the gateway product” that helps kids develop a lifelong comics print reading habit
THANK YOU!!!