Zondervan and its parent company, HarperCollins, own the publishing rights to the seven-book Narnia series by C.S. Lewis. And the companies will provide the one-two publishing punch for a host of auxiliary books, study guides and toys to go along with the movie.
The movie, which is being funded by Disney and Walden Media, comes out Dec. 9 — one of the most competitive movie-release slots.
HarperCollins will publish the books and add-ons for general merchandising. Zondervan will publish the books and promote the toys through Christian outlets.
The potential is huge, said Lynn Garrett, religion editor for Publishers Weekly.
“It could have a great effect,” she said, describing the power the movie could have to increase book sales. “(HarperCollins and Zondervan) certainly could expect a good size bump following the movie.”
The Lord of the Rings books sold about a million copies a year before the blockbuster movies. Since the movie series, about 20 million copies a year have sold.
“Narnia has even more potential because it is so much more accessible than Lord of the Rings,” said Alicia Mey, senior director of marketing at Zondervan’s Zonderkidz division, which is responsible for the Narnia promotions. She was referring to the sometimes complicated narrative in Lord of the Rings.
“My expectation is that by the end of May, we are going to see a big bump,” she said. “We’re telling (Christian retail) stores to be prepared for a steady incline.”
The books have landed on the Christian Bookseller Association’s best seller list 101 times, Mey said. Eighty-five million copies have been sold since Narnia’s debut 50 years ago. The story is well-known because it is part of the English curriculum in many middle schools.
The spin-off action doesn’t end with the books as we know them.
Movie Tie-In Editions: There is a movie tie-in edition, a tie-in edition CD read by Michael York and several box-set editions.
Specifically for Children: For children, Zonderkidz will publish a movie storybook, a learning-to-read book called “The Quest for Aslan,” a book about the character Mr. Tumnus called “Tea with Mr. Tumnus” and a “Welcome to Narnia” guide. There also are books about the creatures in Narnia, the White Witch, an activity book and a coloring book with magnets.
In Spanish: Zonderkidz also is publishing “El Leon, la Bruja y el Ropero” — “The Lion, the Witch and the Wardrobe” in Spanish.
Wall Decorations: “(Narnia) is the biggest thing we will have coming out of our company this year,” said Kathy Needham, vice president of marketing for Inspirio, Zondervan’s gifts division, which also will play a major role in the push. Inspirio is a direct Disney licensee for products associated with the movie. Inspirio is creating glass plaques of the book covers and a framed map of Narnia.
Stuffed Toys: It also is negotiating with Hasbro to create stuffed animals and other toys and with Master Replica to create collectable products. Inspirio is working with Master Replica to make the Christmas gifts given to the children in the Narnia story and an Aslan letter opener.
Narnia Mega Bloks: Mega Blok also may make Lego-like play sets of Narnia scenes.
