Licensing Hotline: Checking into the L'il Pet Hospital

HarperEntertainment will publish a series of Beginner Reader Books, starting in May, based on the toy brand Li'l Pet Hospital, created by Kenn Viselman presents.... KVp was founded in 2002 by high-profile licensing executive Viselman, known for his work on Teletubbies, Eloise and Thomas the Tank Engine. The award-winning plush toys and accessories, based on the concepts of nurturing and healing, premiered in fall 2002 at FAO Schwarz and quickly rolled out to Toys 'R' Us and K•B Toys. More licensing plans are in the works.

"It always amazes me when someone takes a classic and interprets it in a new way," said Hope Innelli, v-p and editorial director, HarperEntertainment, who says Li'l Pet Hospital puts a new spin on nurture toys. "It's a great starting point for a book." The first titles will be The Great Race and The Peanut Garden, with additional releases every other month. HarperEntertainment and KVp intend to cross-market the books with the toys.

Also new from KVp is a series of preschool books, starting with I Love You Bunches, written by Viselman and published by KVp's new publishing imprint, Barron Printing Press. Toy stores launched the rhyming and counting book in January. "I wanted it to be completely about love," said Viselman of the series. A sequel, My Special Gift, is planned for fall; licensed plush, candy and gifts will be available at FAO Schwarz and Zany Brainy.