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New Orleans Saints 101:
my first team board book

No Kidding
Michaelson Introduces NFL Board Books
January 2, 2011

Big sports fans all begin the same way—as little sports fans. Among the many companies that have targeted this market is Michaelson Entertainment, whose licensed MLB and NFL board books offer an educational component to customers. The company just began rolling out its NFL titles this fall and the response has been excellent.

Michaelson has found success in a number of venues, including gift shops, children’s stores, bookstores, drugstores, grocery stores, clubhouse stores and sporting goods stores that carry accessories and games.

“We find for the most part that our books sell well everywhere,” says Publisher Brad Epstein. “We’re exceptionally strong in places where you have a fanatical fan parent who wants to indoctrinate a child into the family’s favorite team.”

Epstein says that many customers are mothers buying the books for dads.

New York Yankees ABC:
my first alphabet book

“Most guys don’t read to their kids,” he says. “They get bored with the books children want to read every day. With a team book, the father doesn’t mind reading it again and again.”

Epstein points out that Michaelson products differ from other licensed sports items in another important way. Unlike clothing, collectibles or a game that sticks a logo on something with no other relationship to the team, these books involve learning about the team.

“A lot of stores love the educational component,” he says. “It’s nice to have in this day and age. They also like that our low price point is equally appealing to a high-income consumer and a more modest earner. Everyone feels they get their money’s worth.”

The company has no minimum order, so stores can test the product. An 18-book counter display is free with a 24-book order.




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