Sometime in 2010 Puffin Books turns 70. This may or may not be the first time anything has been said of the fact, but you can treat it as news nonetheless. The Puffin imprint began in 1940, but perhaps became the kind of imprint that we think of today when in 1961 an incredible editor Kaye Webb worked to transform how Puffin published books. From our online history: Kaye Webb's belief was that children themselves needed a living relationship with books and so in 1967 she created the much-loved Puffin Club, which soon gained tens of thousands of members. "It will make children into readers" she promised Penguin Founder Allen Lane. And (here comes the cliché) the rest is as they say history.
Just last year Penguin celebrated its own 70th. Most probably remember — for some vividly — Penguin's 70th Anniversary Campaign that swept her majesty's kingdom in 2005. The campaign consisted of a special series of 70 short stories (which is currently going for only £50), a V&A exhibit, Penguin by Design by Phil Baines, a biography of Allen Lane and more. But long before any of this celebration took place, Penguin took the anniversary as an opportunity to stop and consider where it was and where it was going. Penguin stopped. Stopped and asked itself hard questions. Who or what is Penguin? What does Penguin mean to Britain or to the world for that matter? Is Penguin more than just books? Was orange the right colour? Was milk really a bad choice? (ok maybe no that last one).
Just yesterday was the first official sit down for Puffin. Publishers and editors, marketers and directors carefully assembled and put down their pointy objects in a gesture of peace, to take a pause and ask those same questions. What does Puffin mean today? What do we want to remember (well, besides all of it)? It could not have come at a better time either. 2006 is looking to be a milestone year of achievement. And while there were plenty of ideas for promos and savvy publishing projects that tell the tale of Puffin while shaking up those dusty bookstore shelves, it was obvious that these questions are not limited to the 9 or so people in the room. Not to mention that I have hardly worked here some 9 months. What do I know?
So I open the question to you. What does Puffin mean to you? What do people remember? Cherish? Judge? Criticise? And what would you like to see us do in 2010? Afterall, like Penguin, Puffin is not a brand that just sits there idly on the shelf. It is a part of us all. Or is it? What say you? And who knows, we might even pilfer your ideas.
Justin Renard, Puffin Marketing Officer
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