Mackinac Island to Publish The Wumblers

Mackinac Island Press, a small Michigan publisher, has licensed the rights to The Wumblers from the Giddy Gander Co. for board, picture, activity and sound books, along with greeting cards and other printed products. The first titles will be released for holiday 2009, in English and Spanish.

While the brand is not faith-based per se, it is the number-one kids show on Trinity Broadcasting Network, the largest Christian network in the U.S. It also airs on the Spanish channel Sorpresa, as well as in-flight and hospital networks. “It contains core human values and family-friendly messages,” says Heidi Schwartz, Giddy Gander’s v-p strategic alliances and business development. “It’s just a brand that teaches children how to be a better person.” In addition to TV, the brand comprises DVDs, licensed products, an alliance with the National Watermelon Association—Wumbler babies come from watermelons—and a dedicated store in New Jersey.

Mackinac Island started getting into licensing about a year and a half ago, developing and acquiring a half dozen brands with licensing potential. The Wumblers is its first association with a media-driven license. “The Wumblers had momentum already,” says Brian Lewis, associate publisher, who notes that the company has seen interest from wholesalers and retailers, as well as potential sublicensees for read-aloud books and non-book print products. “All these doors are opening quite quickly. When you walk in with the number-one rated TBN show for kids, they listen to you.”