Tyndale Kids: Growing Up Rock Solid

Popular Children’s Line Now Has One Brand, One Logo, One Catalog

It’s the brand new children’s company you’ve loved for years. Tyndale Kids is emerging on the CBA publishing scene in 2001 with a new tagline, “Growing Up Rock Solid,” to emphasize the company’s focus on scripture-based products which impact children’s lives. The first-ever Tyndale Kids catalog reached retailers’ hands December 2000, and a second catalog will release June 2001. In addition, Tyndale Kids has designed a new logo to be utilized on all product packaging in the future (from Bibles and Bible storybooks to juvenile fiction and board books).

Retailers such as Chuck Wallington, President of Christian Supply Inc. (Spartanburg, SC), have enjoyed success with Tyndale’s children’s product in the past and see this new brand focus as an opportunity to increase sales further. “Our store has always done well with Tyndale Kids titles, from the Little Blessings and Left Behind: The Kids lines to One Year Bible products for kids. We're excited about the expanding Tyndale Kids line, and can't wait to offer this larger selection to our customers and their families." Tyndale sales representatives have received similar feedback from retailers nationwide who are ordering many Tyndale Kids products for the first time after reviewing the new catalog.

Ron Beers, Senior Vice President and Publisher at Tyndale House Publishers, explains why Tyndale chose to focus on its kids product line in 2001. “We knew our previously scattered marketing efforts for our children’s products were not doing service to this best-selling line. We decided to hire a children’s product marketing manager in 2000, Andrea Martin, and her leadership has helped to bring focus and synergy to our children’s product promotions.” Under Martin’s direction during the last six months, Tyndale Kids has redesigned its logo, streamlined its marketing planning process, issued its first children’s product catalog, instituted new retail promotions and partnerships and launched three promotional websites for Tyndale Kids titles (many of these initiatives are explained on the attached Summer Promotions 2001 fact sheet).

Tyndale Kids is the children’s publishing imprint of Tyndale House Publishers, which began creating products in the 1960’s as a result of Kenneth Taylor’s desire to make the Bible understandable for children. Tyndale Kids has sold millions of copies of biblically based books, videos, music and games including Left Behind: The Kids, Little Blessingsä, Kidz Tunz, One Year Bible for Kids, Karyn Henley’s Playsongs, Dorling Kindersley products, McGee and Me and Adventures in Odyssey. Tyndale Kids and Tyndale House Publishers are based in Carol Stream, Illinois.

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