Meet the Publishers

Even children who don’t read are addicted to this series of books about a mouse. Why?

The originals are in Italian. Young readers can’t have enough of the English translations.

The Geronimo Stilton series is an incredible phenomenon in children’s publishing in India. In the five years since this series – starring the eponymous mouse who is a bestselling writer and the editor of The Rodent News – was launched here by Scholastic India, one million copies have been sold already. The immense popularity of the books – which have been translated from Italian into English – has actually transcended the realm of regular book fairs and book stores, with the pull coming from even stationary and toy stores.

“Geronimo Stilton as a series is rich with everything that children love in their books. They are replete with humour, they have nail-biting adventures featuring action set pieces in an age-appropriate and non-violent way. There was (and still is) nothing like this in the Indian children’s books category,” Neeraj Jain, managing director at Scholastic India, told Scroll.in. The marketing campaign has been unique, he added.

“We waited for a while for the series to develop some word-of-mouth publicity,” Jain said. “Once the buzz grew, we went ahead with an on-air campaign on radio. There have been sustained visibility exercises through displays, character visits and special collaterals across schools that we reach out with to book fairs and book clubs. We carried out The Great Geronimo Tour of India in 2016 where there were character visits and activities at Tier II cities across India. The tour was also amplified on radio and social media.”

Children, many of them not big readers in general, have been lapping up these books and waiting eagerly for the next instalment. According to some retailers, schools are actually beginning to issue directives to book exhibitors not to sell Geronimo Stilton books as children are hooked and refuse to read anything else!

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In this talk delivered in 2012, Elizabetta Dami, creator of Geronimo Stilton, said that the idea to create these stories came from her storytelling sessions with patients in a children’s hospital ward. She was clear that while the stories had to grip the child’s imagination, they also had to work at multiple levels like inculcating values and giving the young readers hope. Her own publishing house began to create these stories, after which she joined hands with seasoned publisher Pietro Marietti.

In September 2006, Marietti established Atlantyca Entertainment to forge new business opportunities for the company’s library of entertainment book properties. Since then, as chairman of the firm, Marietti has published over 100 titles in the Geronimo Stilton series. It has generated business worth more than $1 billion.

This growth is also attributed to strategic licence sales, such as bi-monthly comic book magazines, toys, stationery products, as well as a Broadway show called Geronimo Stilton: Mouse in Space presented by Orlando Repertory Theatre (January 2017). Amazon Prime has also committed to two seasons (52 episodes) of an Italian-American-French animated series.

Claudia Mazzucco, CEO of Atlantyca SpA., talked to Scroll.in about the series, its origins, and what it takes to keep up the momentum of its phenomenal popularity over generations. Excerpts from the interview:

How did Geronimo Stilton come about? There is no guarantee that an anthropomorphised mouse will be a hit with kids.
The Geronimo Stilton editorial series was initially published in eight titles by the Italian publishing house Dami Editore. Then Elisabetta Dami joined the publishing company Edizioni Piemme as a shareholder and, jointly with the owner Pietro Marietti, they developed the Geronimo Stilton project both on the editorial and the marketing side.

Why did you choose to create the text for children in this manner – multicoloured and diverse fonts?
The “graphisms” in the actual format aim to add an emotional meaning in a funny and witty way to the literal meaning of the word. This helps children to catch the meaning in a blink with the valuable result, among other, to encourage even reluctant readers to read.

Are these texts based on some technical knowledge about creating reading material for younger children? Somewhat similar to Ladybird’s Read It Yourself, Harper Collins’s I Can Read and Dr Seuss books? I ask since these books are poised beautifully in that space between picture books and chapter books but with some characteristics of game books such as those created by Livingstone (1970s). The Geronimo Stilton series definitely helps a child read easily.
This result was achieved little by little at the very beginning of the development of the editorial series in Edizioni Piemme, thanks to the editorial team, the leadership of Mrs Dami and Mr Marietti, and the enthusiastic feedback of young readers.

The rapidity with which these titles are released every month matches the pace of a magazine subscription, but it is actually a book. How does your publishing firm manage it?
The editorial team is a very well-trained engine and they rely upon a big community of illustrators and graphics that have been collaborating for years.

Are some of the titles created specifically for some countries and not for the rest of the world, such as Bollywood Burglary?
The titles are created for a worldwide market. Some themes are suggested by foreign publishers but the books are developed in order to be licensed and distributed all over the world.

What is the turnaround time of a story from conception to publishing?
About five months.

The themes of the stories selected are very modern and at times, topical. How does this come about? Apart from an editorial team does the firm also rely on the feedback from young readers? Are there any special moments or letters that have been memorable?
All over the world, children’s publishers have to be open to changes because their consumers are children – the more flexible, demanding, unpredictable community of the publishing market. The editorial team is even more careful because of the strong ethical commitment of this particular intellectual property. Moreover, a website for children and the related community gives immediate feedback with their comments to books and the marketing initiative.

In contemporary fiction for children, three characters come immediately to mind who have had such huge success – Gruffalo, Peppa Pig and Geronimo Stilton. Do you have any thoughts or insights on why this may have happened? Why now? Of these three only Geronimo is in translation.
We have to make a distinction between properties based on an animated series or movie and those which are based on an editorial series. The first ones derive their popularity from the large-scale awareness that broadcasters can grant. The latter have a different, slower and more resilient evolution. A book-based character and the related brand, once they have reached a level of popularity, can last for years, and can influence generations. In Italy, the first readers of Geronimo Stilton, girls and boys who were eight years old in 2000 when the series was first published, are now grown up. They are parents now and their children are Geronimo Stilton readers.

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“My body instantly craves chai and samosa”

German expats talk about adapting to India, and the surprising similarities between the two cultures.

The cultural similarities between Germany and India are well known, especially with regards to the language. Linguists believe that Sanskrit and German share the same Indo-Germanic heritage of languages. A quick comparison indeed holds up theory - ratha in Sanskrit (chariot) is rad in German, aksha (axle) in Sanskrit is achse in German and so on. Germans have long held a fascination for Indology and Sanskrit. While Max Müller is still admired for his translation of ancient Indian scriptures, other German intellectuals such as Goethe, Herder and Schlegel were deeply influenced by Kalidasa. His poetry is said to have informed Goethe’s plays, and inspired Schlegel to eventually introduce formal Indology in Germany. Beyond the arts and academia, Indian influences even found their way into German fast food! Indians would recognise the famous German curry powder as a modification of the Indian masala mix. It’s most popular application is the currywurst - fried sausage covered in curried ketchup.

It is no wonder then that German travellers in India find a quite a lot in common between the two cultures, even today. Some, especially those who’ve settled here, even confess to Indian culture growing on them with time. Isabelle, like most travellers, first came to India to explore the country’s rich heritage. She returned the following year as an exchange student, and a couple of years later found herself working for an Indian consultancy firm. When asked what prompted her to stay on, Isabelle said, “I love the market dynamics here, working here is so much fun. Anywhere else would seem boring compared to India.” Having cofounded a company, she eventually realised her entrepreneurial dream here and now resides in Goa with her husband.

Isabelle says there are several aspects of life in India that remind her of home. “How we interact with our everyday life is similar in both Germany and India. Separate house slippers to wear at home, the celebration of food and festivals, the importance of friendship…” She feels Germany and India share the same spirit especially in terms of festivities. “We love food and we love celebrating food. There is an entire countdown to Christmas. Every day there is some dinner or get-together,” much like how Indians excitedly countdown to Navratri or Diwali. Franziska, who was born in India to German parents, adds that both the countries exhibit the same kind of passion for their favourite sport. “In India, they support cricket like anything while in Germany it would be football.”

Having lived in India for almost a decade, Isabelle has also noticed some broad similarities in the way children are brought up in the two countries. “We have a saying in South Germany ‘Schaffe Schaffe Hausle baue’ that loosely translates to ‘work, work, work and build a house’. I found that parents here have a similar outlook…to teach their children to work hard. They feel that they’ve fulfilled their duty only once the children have moved out or gotten married. Also, my mother never let me leave the house without a big breakfast. It’s the same here.” The importance given to the care of the family is one similarity that came up again and again in conversations with all German expats.

While most people wouldn’t draw parallels between German and Indian discipline (or lack thereof), Germans married to Indians have found a way to bridge the gap. Take for example, Ilka, who thinks that the famed differences of discipline between the two cultures actually works to her marital advantage. She sees the difference as Germans being highly planning-oriented; while Indians are more flexible in their approach. Ilka and her husband balance each other out in several ways. She says, like most Germans, she too tends to get stressed when her plans don’t work out, but her husband calms her down.

Consequently, Ilka feels India is “so full of life. The social life here is more happening; people smile at you, bond over food and are much more relaxed.” Isabelle, too, can attest to Indians’ friendliness. When asked about an Indian characteristic that makes her feel most at home, she quickly answers “humour.” “Whether it’s a taxi driver or someone I’m meeting professionally, I’ve learnt that it’s easy to lighten the mood here by just cracking a few jokes. Indians love to laugh,” she adds.

Indeed, these Germans-who-never-left as just diehard Indophiles are more Indian than you’d guess at first, having even developed some classic Indian skills with time. Ilka assures us that her husband can’t bargain as well as she does, and that she can even drape a saree on her own.

Isabelle, meanwhile, feels some amount of Indianness has seeped into her because “whenever its raining, my body instantly craves chai and samosa”.

Like the long-settled German expats in India, the German airline, Lufthansa, too has incorporated some quintessential aspects of Indian culture in its service. Recognising the centuries-old cultural affinity between the two countries, Lufthansa now provides a rich experience of Indian hospitality to all flyers on board its flights to and from India. You can expect a greeting of Namaste by an all-Indian crew, Indian food, and popular Indian in-flight entertainment options. And as the video shows, India’s culture and hospitality have been internalized by Lufthansa to the extent that they are More Indian Than You Think. To experience Lufthansa’s hospitality on your next trip abroad, click here.

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This article was produced by the Scroll marketing team on behalf of Lufthansa as part of their More Indian Than You Think initiative and not by the Scroll editorial team.