PW: Lamaze Book Series Coming

A joint venture between Learning Curve International and the Michael Friedman Publishing Group has resulted in the creation of the Lamaze Infant Development System Book Program. The line is designed to build reading and concept readiness in children from birth to age three.

Twelve titles have just been shipped. Formats include cloth books, board books, touch-and-feel products and lift-the-flap titles. Prices range from $6.99 to $12.99. The Friedman Group is handling distribution to the bookstore channel, while Learning Curve is doing the distribution to alternative outlets such as Noodle Kidoodle and Zany Brainy.

This is the first book project for Learning Curve, which produces educational toys for children, including the Lamaze Infant Development Toy Program. Learning Curve and Friedman are backing the launch with a $200,000 marketing campaign. Six more titles are planned for fall release.