ABSTRACT
The commercial practices of marketing and franchising have become central to mainstream media production for young people by multinational corporations. In turn, these practices have influenced children’s book publishing on a global scale. The majority of contemporary English-language children’s books are designed, marketed, distributed, translated, and consumed as part of multimedia franchises that may include film adaptations, merchandise, and video games. However, while digital technologies offer new opportunities, the history of children’s literature has long intersected with commercial cultures. This chapter highlights the evolving roles of character branding and licensing, transmedia storytelling, immersive experiences, and social media in the history of children’s book publishing.
