What Does Penguin Have In Common With A Whale? A Publishing Deal

Pearson has been taking some decisive steps into using mobile to grow its traditional publishing business. And today sees a new chapter in that strategy: Puffin, the children's division of Pearson imprint Penguin, has signed a worldwide deal with UK-based mobile games developer Ustwo to develop e-books based on Ustwo's psychedelic Whale Trail mobile game, which features a whale called Willow. The two say that this is the first-ever publishing deal for a brand that first debuted as an app. The first fruit of the partnership -- a digital picture book -- is due in October 2012, with further e-books and physical books coming out in 2013. The deal underscores two different trends: that of mobile games publishers franchising out their brands for more revenues (a la Angry Birds swag); and that of traditional publishers looking for more routes on to new platforms like tablets and smartphones.

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