Reader's Digest Children's Publishing, publisher of interactive books for kids, has announced a new name to "reflect its evolving product mix and business direction." Effective January 2, the publisher officially became Studio Fun International, unveiling a revamped Web site and logo alongside the new moniker.

“We are growing, diversifying, and reaching out to new audiences,” said Neil Wertheimer, publisher and managing director. “We feel it is the right time to refresh our name and look in a way that best represents our current and future direction.”

Studio Fun International operated under the Reader's Digest Children's Publishing name for 15 years. Prior to that, the business was known as Joshua Morris Publishing, founded in 1983 as a partnership between publishing veterans Michael Morris and Joshua Gaspero.

“We believe our new name captures our most essential traits: our editorial and marketing creativity and inventiveness; the sense of fun and adventure we bring to all we do; and our ability to transcend beyond traditional product formats,” added Wertheimer. “It also makes clear our international scope, as we currently sell our products in more than 40 countries worldwide.” Wertheimer took voer the division last year from Harold Clarke who remains head of RD's adult book unit.

Studio Fun publishes books under its own imprint, in addition to releasing products created in partnership with major brands such as Disney, Sesame Street, Fisher-Price, and Marvel Entertainment.