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Little Brother Books Becomes Exclusive Annuals Supplier to all Morrisons and Lidl Stores

Little Brother Books Becomes Exclusive Annuals Supplier to all Morrisons and Lidl Stores

Little Brother Books (LBB) announces they have been appointed as the exclusive supplier of Annuals to all Morrisons and Lidl stores in the UK and Ireland, effective from the 2024 range of titles which went on sale in September 2023.

This strengthens Little Brother Books’ existing retail distribution as the leading  supplier of children’s Annuals range of titles across the UK and reinforces the strong and trusted retail status they hold in the overall retail market.  LBB has secured both of these exclusive new retail partners with its full range of leading children’s Annuals and included a bespoke POS package with eye-catching FSDUs. Strategically positioned at key dwell points in-store, which have been determined by LBB’s market expertise over a number of years, they drive up-sell of Annuals with consumers who are inspired by spur-of-the-moment purchases.

Annuals are purchased on impulse by consumers as incremental Christmas stocking fillers, which means that standout positioning in-store is crucial to capture their attention and drive optimum purchase appeal!  This is a driver that LBB has always considered a determining factor in driving Annual sales and has focused on consciously, year on year, with all its long-standing retail partners to deliver maximum sales and, most importantly, sell-through pre-Christmas.

Big winners for LBB’s 2024 Annuals range include Barbie, Shoot, LOL and Cocomelon, as well as its GamesWarrior Gaming Annuals such as Minecraft, Roblox and Fortnite.  One of LBB new titles for 2024 gifting is its IYKYK Ultimate Guide to Stranger Things which is already proving to be an immediate success from early sales data.

Little Brother Books’ range offers retailers and consumers a ‘One-Stop Shop for Annuals’ with leading titles that appeal for a variety of ages ranging from preschool to young adult, across both girls and boys.

With the support of Morrisons and Lidl as two new exclusive major retail partners, along with their other existing retail customers, these additions reinforce LBB’s position as the Number 1 Annuals publisher in the whole Annuals market (including Neilsen and non-Neilsen retailers) for the 5th consecutive year running.

Matthew Reynolds, MD at Little Brother Books commented: “We are delighted to secure the exclusive support of Morrisons and Lidl for our Annuals Range this year. We have worked hard to give retailers the focus they are looking for in Annuals, as they are a unique and specialist format that needs long-term planning, creative development and execution to get right. We have built a long and trusted status with many of our retail buyers and worked with them to deliver a successful Annuals promotion year on year with maximum sell-through.”

He adds: “Our retail distribution is far beyond traditional books retailers that Neilsen audit, and we work with many major retailers including Home Bargains, QD Stores, The Range, Lidl and Smyths Toys who are not recorded in the Bookscan TCM data. We are proud to have our products available in the broader market, so customers have the opportunity to see them, and then purchase, wherever they are shopping.”

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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