In a previous article I wrote about the Gold Token Comics which were produced in the mid-1960s. I owned a few – long gone – and was curious about the publisher and their output. As an ex-bookseller myself I always wanted to keep the physical catalogues and brochures I received from publishers but space constraints meant I threw away materials rich in historic information (some incorrect, as books announced does not equal books published!), but ephemera only became valuable recently with the nostalgia industry. Hey-ho!
So what I’m trying to say is, it’s difficult reconstructing a publisher’s output. I have used eBay for a lot of images on this page and various places for information. I hope you enjoy this romp through children’s books. I have NOT attempted to list all Young World Productions output, merely to record an overview of their beginnings.
In May 1963 the Bookseller and also The Scotsman (and others), using a standard press release from Thomson which stated that
“As part of the Thomson Organisation, Ltd.’s, rationalisation of book interests, a new holding company, the Northwood Book Publishing Company, has been formed. Its board, […], is responsible for the operations of three subsidiary companies—Heron Books, Ltd.; Young World Productions, Ltd., and Direct Mail Marketing, Ltd. […]Young World Productions, Ltd., is an entirely new company. Its productions – picture books, story books and novelty material – will be aimed at children up to the age of 12 years. Development work is already well advanced and selling will start before the end of the year.”
On the 1 June 1963 it was announced that the well-known author Rosemary Garland would become Chief Editor, mentioning erroneously she had been “editor of Robin, Swift, Girl and Eagle”, where in fact she had written for the comics and been Assistant Editor for Robin . The advert below shows that by September 1963 things were in full swing. By the 16 November 1963, titles were being added to Whitaker’s listings in the Bookseller beginning the timeline for Young World Productions Limited.
The 28 September 1963 Bookseller has a full page advert which ran almost weekly until the 16 November 1963. Note the generous terms – 40% (usually 33.3%) sometimes children’s novelty books did not attract as generous terms as 33.3%. And also invoices which used to be “payment within 30 days” were not payable until January – certainly very attractive terms back then, during the days of the Net Book Agreement, as one could sell the books and then pay the supplier.
The adverts will have been accompanied by press releases to be used around the country in local newspapers – always on the look out for filler materials.
A SPECIAL RANGE OF CHILDREN’S BOOKS
Young World Productions Ltd. are going to make Christmas shopping easy for many parents, uncles and aunts. The Gold Token books for children brought out at the beginning of the winter, should prove very acceptable presents. The books will appeal to children because of their attractive lay-out and pictures, but they also have another fascination. All children like collecting and they will love collecting the Gold Tokens which come with the books because so few tokens entitle them to a top quality free gift. The publishers are bringing out series of books for children well within the pockets of children. The first set covers 44 titles priced from 1s to 6s 6d under the brand name Gold Token, and each carries tokens which the publishers will redeem for gifts such as a cut-out and games book or a luxury fold down book case. Look out for the Gold Token books in your bookseller’s shop or at newsagents, chemists and supermarkets that sell books. You will be delighted at their value. Furthermore, by giving them as Christmas presents you will give children an incentive to buy worth-while literature. ~Pontypridd Observer 14 December 1963
The following week an advert appeared which gave children 2 tokens to get started on their collections, the advert took up two of the six columns in the paper.
1963***1963***1963
In the 16 November issue of the Bookseller we get the first listing of the titles produced by the ‘new’ company, all with publication dates of October 1963:
GOLD Token Books. Cadet Series: The Adventures of Tiny Tom; Alice and the White Rabbit; The Arrow and the Apple; Candy Wore Shoes; The Cat Who Wore Boots; The Glass Slipper; The House in the Woods; Little Red Hood; The Magic Bird; The Musical Animals; My Friend the Wolf; The New Windmill; The Pig That Tricked the Wolf; Red Robin; Scruffy and the Wolf; The Secret of the Ugly Duckling; The Snow Queen; The Sugar House. Each of these were approximately 20 x 6 cms and priced at 1/- and had 24 pages. On the reverse – top-right corner- the series name is written, the only clue! 2 tokens were included.
GOLD Token Books. Captain Series: Book of Animal Land; Picture Book of Animal Land; Story Book of Animal Land; Tales from Animal Land. 29 x 22 cms with board covers 16 pages and cost 3/6. In March 1964, the series also added Aladdin’s Magic Lamp and Other Tales: Alice in Wonderland; Gulliver’s Travels; Robin Hood and Rosemary Garland is credited at the editor, with no credits for the author or artist. 7 Gold Tokens were included.
GOLD Token Books. Commodore Series: A Camp of Their Own; The Friendly Squirrel; A Horse of Their Own; MacBunny; Telltales; Wonder Stories. These were hardbacks with 24 pages – sized at 31 x 25cms. They cost 5/- each but you did get 10 tokens in each book.
In March 1964 were added ABC; Big Top Ballet; Little Lamb Lost; Merlin’s Magic; A Pony for Me (illustrated by Joan Thompson); Speed. – the latter having artwork by Roy Cross – famed for cutaways in Eagle comic and for his model kit box art
The late David Slinn sent me some scans of one of the Commodore series he owned, so here they are for you to enjoy. All artwork by Francis Marshall and story edited by Rosemary Garland.
GOLD Token Books. Gift Series: Cinderella; Sleeping Beauty; Snow White; Tom Thumb. 28 pages costing 6/6, size at 31 x 25cms and with 12 tokens – a very high number considering you could immediately send off for a “Quality Painting Book” with the opportunity to enter competitions! Interestingly each book credits “Originated by Robert Borghi, Copyright Young World Productions Ltd., London and Europea Editrice, Milan (Italy) Printed by Streb, Bologna, 1963”, so I’m guessing this might have been a co-edition to reduce overall costs.
GOLD Token Books. Pilot Series: Adventures of Tiny Tom; The Brave Kitten; The Cat Who Wore Boots; Columbus Kitten; Debbie; Dressing Up; Little Red Hood; Peter the Donkey; Pig Tale; Rabbit Holiday; Rocky and Biddy; Tony the Woodland Boy. Each book cost 2/6 and inside were 4 tokens. 25 x 19 cms, and were hardbacks.
In March 1964, a further 8 titles were added suggesting the “Pilot” format worked well for them: Cubby; Ginger’s Bright Ideas; Kate and Katie Doll; Magic Bugle; Our Own Circus: Ozzie and the Woodman; Peter Pipkin (illustrated by the Johnstone twins) ; Podger’s Day (this last one illustrated by Romain Simon)
On the 10 April 1965 these were added: The Clock Strikes One; Donald and the Robots; Mickey Minstrel. I should point out the odd book in the grouping above – Mary Poppins. This was illustrated by the twins Janet and Anne Grahame Johnstone, published in May 1965 and makes it extremely collectable.
In March 1964, YWP began adding titles to the existing series (mentioned above). They also started three more series:
GOLD Token Books. Compass Series: Looking for a Ladybird; Magic Feather; Magic Roundabout; Monkey Tricks at Feeding Time. These were 20 x 16 cms and cost 1/6 for these hardbacks with 3 tokens. As can be seen this Roundabout has no similarity to the later Serge Danot created TV series. These are the first books in which I have found artists credited. Magic Feather is illustrated by L. S. Goodall and the Magic Roundabout by Jeannetta Vise – both “Edited by Rosemary Garland”
GOLD Token Books. Ensign Series: Baby Animals; Cowboys and Indians; Dabble Duckling Learns to Swim; Dilly’s Picnic Party; Dumpy; Little Red Bus; Magic Goldfish; Pirate Penguin. They cost 1/- and were 20 x 16cms. Dilly’s Picnic Party was illustrated by Elizabeth Skottowe and I found it contained 2 Gold Tokens.
GOLD Token Books. Hullabaloo Series: Dotty Book; Get Well Book; Nursery Rhymes; Rainy Day Book. These hardbacks appear to be 24 x 19cms and cost 2/6. I’ve found no images of the books nor how many tokens they contained (although at that price it was likely to be 4). They apparently featured the “popular kangaroo characters” according to one advert. I assume these were the BBC1 (the mother kangaroo being the BBC1 mascot) and the “baby” – or should I say “Joey” called “Custard”? BBC2 which was launched on 20 April 1964.
Two other series that were published were the “Disneyland” series (with 8 titles) and the “Miki” series (with 12) which are illustrated by Tony’s Trading. The publication date appears to be around September 1964 (the above appeared in 15 August issue of the Bookseller). So the display boxes would have had 48 assorted “Disneyland” titles, and the “Miki-Books” would have had 72 books. What did they look like? Well, here’s an image of the Compass series mentioned above in a stand-up point-of-sale “counter dispenser” box.
GOLD Token Books. Nursery Series: ABC Animal Book; Twibble’s Farmyard Friends and Sing a song of Playtime – the latter again illustrated by Janet and Anne Grahame Johnstone. The series was added in May 1965 and cost 2/6d with 24 pages and 4 Gold Tokens.
You may have noticed that “Sindy” was mentioned in one of the above adverts. In June 1964, Young World publicised that the range of “Sindy Doll Cut-out” books had been a complete sell-out and they were reprinting 200,000 copies. They retailed at 2/6d (with 4 Gold Tokens included) and have a full colour cardboard doll with accompanying clothes. The Sindy Museum website has a list of the books plus a look at the art and clothes inside. The artwork is by Rab Hamilton, better known for work at Fleetway publications during the 50s and 60s and for TV21 comic. The same size “Sindy Story Book” (illustrated above) had only 2 Gold Tokens
I also found one example of a further cut-out doll book which appears to be have been in a series – “A day in the life of a model girl” – inside the word ‘girl’ is missing! This one is #3 of a “Cut-Out Series”. The art is not by Rab Hamilton though. They appear to have been 2/6d with the accompanying 4 tokens.
The Sindy Museum site says: “Sindy’s 1965 Sindy Set Style leaflet featuring Sindy & Paul refers to these Gold Token publications referencing “Sindy Cut-out Books” and “Sindy Keep Busy Books”, both priced at 2/6d [sic].” This latter gets mention in an advert in the Bookseller (25 July 1964) which advertisies three series, 1) Sindy Cut-Out books at 2/6; the Hullabaloo series at 2/6 and finally ‘KEEP BUSY’ Series (2/- each retail) 80 pages of paintings, puzzles and games. The Sindy Museum site seems to think these are ““Sindy Keep Busy Books”, both priced at 2/6d”. I couldn’t find any images to help me clarify but I would be very surprised if the advertising omitted the bestselling doll’s name in the title!
In the same way quite a few Gold Token books were flimsy card covers and a small number of pages, another series I’ve tripped over in my searches was the Walt Disney ‘shaped’ books (24 pages , 16″ x 7″). The titles I found are: Donald Duck takes a trip; Mickey Mouse Goes Hunting; and Mary Poppins Picture Book (the latter illustrated by Janet and Anne Grahame Johnstone). They were published in May 1965 at 2/6d with 4 Gold Tokens. I also found a reference to Bramble comes to stay; Day at the Seaside; Goff the Little Guardsman, two of which are illustrated below.
In the 8 May 1965 Bookseller Thomson Children’s Publishing announced “In future, activities of the Thomson Publications company, Young World Productions Ltd., are to be more closely co-ordinated with those of Nelson. The Young World editorial office will be moved to 95 Mount Street. Young World Productions, which has the exclusive Walt Disney book rights in Britain, will continue its policy of producing material of wide appeal, such as its Sindy Doll and other Gold Token projects.”
CONCLUSION
Young World Productions went on to produce many other book titles but I can’t find any evidence that the Gold Token concept lived on past 1966. By that time the company’s relationship with Disney led to them producing books accompanying the film “Winnie The Pooh” and there is no mention of Gold Tokens. “The Jungle Book” film tie-ins appeared in November 1967.
In the same year YWP opened a new warehouse in Storrington, West Sussex, two new books launched in 1968 have the following footer:
By late 1969, they advertised storage and distribution services from their new warehouse in Storrington. Also in 1969 they issued several “Cut-Out doll” books and lost the Disney licence which returned to Purnell for at least eight years.
1970 seems to be a prolific year for new publications – and in 1971 the Bookseller published its table of Book Publishers’ Output for the preceding 6 months July to December – YWP only published 7 books during that run up to Christmas the busiest time for booksellers.The next report shows 34 books being published – many at only 30p!
1971 saw another success with “Scratch and Sniff” books- The Enchanted Island and Granny Bear’s Birthday each with 14 pages containing embedded smells.
The Bookseller in October 1972 has an advert for “Nelson Young World” and a note that from 1 July Thomas Nelson & Sons will handle the marketing for YWP – perhaps it was felt YWP didn’t warrant a separate company any more?
1973 saw some books published under the imprint. In January 1974 a senior position was advertised for “Nelson Young World” – a new imprint name. In March 1974, a new series should have been published called “Beanstalk Books” – 24 books for differing age groups, unfortunately there was a month’s delay. The same happened in July 1974 with the new “Young World Library” set of books – they were pushed back to September. Were they experiencing troubles?
In August 1974 there is a few large adverts for Nelson including a page for Nelson Young World titles:
The last mention of Young World I could find was in 1976 and that is a sad notice of remainders being made available to the trade.
Young World Productions Limited was incorporated on 24 May 1963 and despite disappearing from the Bookseller after 1976, was finally dissolved on 1 March 2016. I, for one, am grateful to the fun of Gold Token collecting whilst reading some great children’s materials. An interesting experiment.
NEXT: Gold Token Gifts
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