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Playhouse Publishing Exhibits Creativity and Courage

Publisher Cuts Holes in Books and Lets Things Go to the Dogs

"I thought the books would be much more
interesting if they included a photo as well as the name of the child, so
that the art on each page could feature the child's image. My friend didn't
end up developing the computer books and wasn't interested in the concept,
so I developed it for use as a retail item that would
be personalized by the consumer with a child's photo."

Hence, Playhouse Publishing and the Picture Me book series was born, as D'Andrea took the first courageous step into the world of independent publishing, cutting holes in books and striking a chord amongst kids, parents and grandparents with a unique and charming product. Fourteen years and 125 titles later, she is still learning and growing as a publisher.

"I didn't know a thing about publishing or marketing or selling but I read a lot, and my husband, who already had a career in sales, offered to see if he could sell the books. Fortunately, he did, and he's still selling them today, managing our sales force and all the finances of the company."

D'Andrea's next big idea came about when she asked herself, "How can a small publisher achieve instant recognition for their products? Why not adorn them with items already known to kids and their parents?" she thought. And what is more recognizable to kids than candy? Soon she was pitching the idea for her Nibble Me Books, that would combine a book, a learning activity, and candy pieces to manufacturers. "I thought this would appeal to them as a better way to present their product," she recalls. "Parents like to buy educational products for their children."

"My background and training as a
school psychologist and educational specialist certainly helps me to
discriminate between what makes sense developmentally in a book for a child,
and what does not. This background, as well as my
experiences with my own children, and the very important input and hard work
from our creative staff, have led to some of our best selling titles."

Nibble Me Books were first introduced in 1997, based on the concept of increasing children's interest in reading through the interaction of moving, counting (and eating) snack foods within the format of the books. In the Jelly Belly Princess, for example, mischievous fairies have hidden the princess' jewels, and kids are asked to help her by placing Goelitz brand Jelly Belly Beans where the princess can spot them.

In 1998, D'Andrea received the Product of the Year award from Professional Candy Buyer Magazine for Playhouse's first Nibble Me books, which used jelly beans, candy buttons and gummies to expand the storybooks' impact and appeal. Christmas Buttons was featured on the Rosie O'Donnell Show's '98 Christmas gift selection.

With this early recognition and success, other manufacturers were lining up to get involved. In 1999 the Nibble Me series was expanded to include M&M's Minis candies, and in 2000 Reese's Pieces Math Fun and Reading Fun books were developed. Nibble Me books received further recognition in 1999, winning a Best Vacation Product award.

"I think some of the innovation in our books comes from NOT being immersed in the publishing industry, like so many of our competitors. Because we are a small publisher, we don't have access to all of the sales information that the larger publishers do about what is selling and who's doing what, so we have to base what we develop solely on concepts and ideas that we think will
appeal to young children."

Apparently all the success and all that candy went to D'Andrea's head, for in the spring of 2001 her business "went to the dogs." It went to her 3-year-old Chihuahua, Lucy, that is, as the feisty little pet became the star of Playhouse's newest series of books, Little Lucy and Friends.

"The doggie dress-up started out as a joke and, strange as it seems, has expanded into an entire book series. I really love the Little Lucy books and we are beginning to receive some wonderful recognition for the books," she says. The Little Lucy books are a top Playhouse line and have been offered nationwide through Scholastic Bookfairs this year with a tremendous response (Little Lucy's Cool School Story has just been nominated for a Teacher's Choice award). Playhouse is continuing to build awareness for the book series and the characters through the 'Happy Tails Book Tour' where Lucy is making appearances at national and regional trade shows, as well as schools, libraries and bookstores in a tri-state area.

"Lucy and I were recently asked to chair the Ohio Education Association's
'Read Across America Program' for 2002-2003, which we are excited about." Lucy &
Friends will be appearing before elementary school-aged children in all nine
school districts throughout Ohio.

As often happens, there are challenges involved in maintaining a successful venture, and the courage Debbie exhibited in developing her books was recently tried, this time in the courtroom.

"I didn't realize this could happen when I first got into this business 14 years ago. I think that almost anyone who goes into business must possess a great deal of courage. This is especially true if you are successful, because everyone wants to try to do what you are doing. I have protected many of my ideas with patents in an effort to carve out our own little niche in the publishing world and help us maintain some distinct book formats. This can be quite an expensive way to go, especially if it becomes necessary to defend your properties, as patent litigation can be very costly."

D'Andrea and Playhouse have been involved in quite a David vs. Goliath story
of late, embroiled in court battles with Simon & Schuster, HarperCollins and
Charlesbridge, who all have published books involving snack foods.
Playhouse sued the larger publishers late in 2001, defending her patent
#RE37,362 entitled "Book Including Edible Articles Such As Candy As Part of the Pages". Settlements have been reached with the other publishers for limited licensing rights to the patented concept.

"I'm very proud of standing up for the rights that I possess as an inventor and protecting our position as a company in the marketplace," she says. "The one quality I know that I have that saw me through this year and the other 13, for that matter, is tenacity. I just refuse to quit. I must have inherited this from my father, because he was the same way."

Besides the legal battles, D'Andrea has faced other problems, the most prominent being having enough cash flow to allow the company to grow. Finding the appropriate manufacturers for her unique products has always been a challenge, and Playhouse products are now produced in both China and Mexico.

Debbie recently found out that her grandfather was also an inventor and possessed several patents in his name - a real clue to her predisposition to create novelties! Apparently, she's not finished yet: "We have
so many concepts on the back burner, just waiting for development," she says.

Watch out for more innovations from Playhouse Publishing and D'Andrea - a woman who truly makes publishing look like fun.