Launched in 2008, Magic Ballerina has become a phenomenal success. Co-written by Darcey Bussell, it is now had four series published by HarperCollins, with over 1 million books sold. It has been published in over 10 territories, with over 100,000 sold in Australia and over 150,000 sold in France.
The Magic Dance – published in March 2010 was chosen as a World Book Day title and quickly became No. 1 bestseller in UK book charts. Over 100,000 units sold in 2 weeks. It’s dedicated microsite www.magicballerina.com has over 10,000 registered users, with it’s ‘Journey to Enchantia’ game having over 1million game plays globally.
There is an on-going partnership with Stagecoach Theatre Arts Schools, including World Book Day competition to win a year’s scholarship to the schools, plus cross advertising in the Young Performer magazine.
The series has a wide scale distribution across all book retailers plus it is stocked in Royal Opera House and Royal Academy of Dance.
Further development of the brand will occur with the forthcoming release Darcey Bussell’s Magic Ballerina Dress Up and Dance package.
This toy will give young girls, the opportunity to learn the steps to three ballet dances in their own home. The toy, marketed and distributed by Vivid Imaginations, will contain an instructional DVD as well as a dressing up ballet tutu , and a Magic Ballerina book.
The DVD will enable the child to become a ballerina at home by dressing up in her tutu and simply interacting with the DVD, which would cover a variety of dance steps. The dances are broken down into a teaching class format, devised by Darcey Bussell, so the budding ballerina can learn how to build the dance and ultimately perform in front of her family and friends.