A Lego block and Mr. Potato Head cut the official ribbon together, kicking off this year's Toy Fair.

During this year's fair, visitors to the Javits Center saw technology around every corner. One key theme was the creation of online communities to support toy play; toys from Beanie Babies to Littlest Pet Shop figures now come with a code that gives the child access to bonus content within a virtual world connected to the brand. Researcher eMarketer estimates 24% of U.S. children and teen Internet users visited virtual worlds in 2007.

Play Visions' Zibbies toy line is one example, and it has a publishing connection. Author Stephen Cosgrove, best known for his Serendipity series with Penguin, previously saw success in the toy industry with his Treasure Trolls and wanted to find a new toy concept that would lend itself to storytelling. "This was cute and compelling," he said. He joined with Play Visions and started developing a mythology about a world within the Internet called the ZibbieZone, and ended up spearheading the launch of the brand's online community.   

MacHale. Credit Gayle Goodrich.

“It’s a thrill and honor to have Aladdin’s first major hardcover acquisition be with D.J., who brought Aladdin such great success with his early books in paperback,” says Bethany Buck, v-p
and publisher of Simon Pulse and Aladdin. “D.J. MacHale is the quintessential author for the new Aladdin/Pulse group—smart, commercial, kid-friendly publishing.” Aladdin senior editor Liesa Abrams will edit MacHale’s novels and will work in conjunction with a picture book editor on the appropriate titles.  

Alicia Mey, v-p of marketing for Zonderkidz, cited a 2006 study by the Barna Group showing that among the 24 million teenagers in the U.S., 81% have attended church for a period of at least two months, 50% attend weekly, 75% discuss matters of faith with their peers, and one third participate in a Christian club on campus. "So there is a huge interest in spirituality among teens," she said.

She also cited "a booming general trade youth market," with teens estimated to spend $170 billion a year on entertainment, including books. There have been significant increases in sales of YA books over the past several years, according to the Children's Book Council Sales Survey, ranging from more than 13% in 2001 to more than 34% in 2005. "Our own research at the Youth Specialties conventions in 2006—where 12,000 Christian teenagers attended—showed us that 40% read two to three books a month, 23% read four or more books a month," said Mey.   

To help spread The Lorax's environmental message, Random House is planning a cross-promotion with Sylvania, producer of clear fluorescent light bulbs. For every energy-saving light bulb or every copy of The Lorax purchased during a yet-to-be-determined time period, Sylvania or the publisher will donate a percentage of the proceeds to Conservation International, a Washington, D.C.-based nonprofit organization committed to preserving the diversity of life on earth.

Another key component of Random House's Earth Day-themed promotion is The Lorax Project, which the publisher will launch on April 22 in conjunction with Conservation International and Dr. Seuss Enterprises. The initiative is designed to raise awareness of environmental issues and raise money that will be used by Conservation International to fund activities to protect endangered forests and species.   

Siegel, who acquired the first two books in the series in 2001 when he was at S&S, recalls that the publishing industry was just beginning to pay close attention to comics at that time. “Back then it was still on the horizon,” he says, referring to the current comics boom. Though he was a senior designer at S&S, not an editor, Siegel was able to “dip into editorial” to explore, in his words, his interest in “experimenting within the picture book world with some real quality comics without commissioning a new project, [instead using] something with a proven track record.”