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Indigo Corp. Brings Books Alive
Roxane Farmanfarmaian -- 8/31/98
By introducing toy industry breakthroughs to the book market, two ex-designers from Mattel are rethinking the way books are constructed, and they're already achieving surprising results. Their first design was a card that turned into a waterproof vase. Their next, called "Poseables," are children's die-cut books with plastic arms and legs, which double as toys. These last were produced by Multnomah Publishing in Sisters, Ore., last year and sold 1.6 million copies in nine months.
Steve and Christine McAdam launched Indigo in 1997, and are already working with Penguin Putnam, Random House and Barney to bring new concepts to the book market.

Indigo's first big publishing project with religious publisher Multnomah was for a line of nine "Fruits of the Bible" Poseables for kids. A second series of sports Poseables is coming out this month. Three projects using breakthrough electronics to create a new generation of smart books are in the works with Penguin Putnam and are expected to be released in the fall. A unique fold-out book will soon be introduced through Barney. "We're also branching into new areas for young adults and adults," said McAdam, although Indigo's main focus is still children's books.
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