At the Moscow International Book Fair, the general director of the publishing house Artem Stepanov, the producers of children’s section Anastasia Trojan and Eugene Rykalov and Art Director Vitaly Babayev reported on the development of the direction “MYTH. Childhood “and his new image.
At the Moscow International Book Fair, the general director of the publishing house Artem Stepanov, the producers of the children’s area Anastasia Troyan and Eugene Rykalov and Art Director Vitaly Babayev reported on the development of the direction “MYTH. Childhood “and his new image.
“When we started,” MYTH developed. Childhood “, we did not have the problem that we want to publish? What kind of books? Everything happened by itself. MYTH has been the most useful book for adults for many years. It went to our ideology. And we decided to continue this idea and to produce books that we would like to read to their children themselves, “said Artem Stepanov, general director of MYTH.
MYTH produces children’s books in 2019. For 4 years, the volume of referrals has increased four times. At the moment “MYTH. Childhood “accounts for 35% of the company’s total shares and publishes books in three key segments: education, leisure and textbooks. Soon the portfolio will add new segments to children’s nonfiction and parenting books.
Previously, we developed three basic segments: education, leisure and development projects. Has made successful books for parents. – says Anastasia Troyan, director of “MYTH. Childhood “- By the end of 2018, we will expand the portfolio by opening a new niche for ourselves and running graphic novels, comics, picture books, teen books. And we continue to develop the parental direction.
We plan to have 160 children’s book titles and sell one million copies by the end of 2018. – adds Eugene Rykhlova, producer of children’s section – “MYTH. Childhood “is not just a series of children’s books. We have become a significant part of in-house and become a major player in the market. And we have realized that we need his face. We want to be recognizable. For this we have invented a new kind of children’s area.
The first association that occurs to me in the word “childhood”. It is the meaning and the heart of childhood. Childhood itself is a game. This is how children learn from the world. It is a central value of children’s books by Myth.
We want the kids to play with our books. Played by reading our book. Painted on motives, collected cardboard insects, built huts and tree houses, built acorns and transplanted them into the forest, – says Anastasia Troyan.
What should a children’s logo be? The first thought that is drawn by the hand of a child. Art Director Vitaly Babaev asked his 9-year-old son to write the word “childhood” – colors, markers, pencils. Yarik loves the books of myth, so try. More than 10 large sheets of paper came out in the hands of a child.
The idea of bringing the baby to set up the children’s logo was right. Moreover, this is symbolic: children create childhood.
Now every cover of Myth’s Children’s Book is a hide and seek game. It hid the logo in the form of an object. But so that he did not interfere in the plot.
We have decided to unveil “MYTH” in a new way. Childhood “the idea of the game, because that is something that is especially related to childhood, and our books. The new logo is not really a place, it is constantly changing and moving. Playing with baby peekaboo on the cover. – says Vitali Babayev, the art director of the myth. – Color: take it from the cover. We are not fixated on having to know only the red or only the green logo of the myth. It is different. But consciousness saved. As with people. People are all different on the planet, but when we look at humans, we understand that.
The new image was an experiment for us, game – adds Artem Stepanov. We have not done any prior analysis, no market research. Studied the construction of the brands of our competitors. We worked on some kind of fast iterations. And it’s the way we personally think about ourselves and how we perceive our audience.
March 24, 2018