Kids’ Books and Media: Picture Books and Bluey-Style Hits — 2026-09-10
Bluey continues to dominate children's media with the launch of "Play the Bluey Way" and Season 3 of "Bluey Book Reads," while new data reveals a stark decline in children reading for pleasure. In Japan, the final selection for the "Atarashii Ehon Taisho" (New Picture Book Award) has been announced, highlighting emerging talent in the picture book sector.
Kids’ Books and Media: Picture Books and Bluey-Style Hits — 2026-09-10
Top developments
Bluey Launches Global "Play the Bluey Way" Campaign
BBC Studios has unveiled a new global campaign titled "Play the Bluey Way," designed to extend the brand beyond television screens. The initiative encourages families to turn everyday life into imaginative adventures, reinforcing the show's core themes of creative play. This move aims to sustain engagement with the IP across multiple touchpoints, from merchandise to digital content.
Season 3 of "Bluey Book Reads" Features Star-Studded Cast
The multi-award-winning digital series "Bluey Book Reads" returns for its third season, featuring celebrity readers such as Isla Fisher, Toni Collette, and Sia. Produced by BBC Studios Digital Brands, BBC Studios Kids & Family, and Ludo Studio, this series brings beloved stories to life through high-profile voice talent. The addition of major Hollywood stars to a children's literacy program highlights the growing crossover appeal of premium kids' content.
Record Lows in Children Reading for Pleasure in the US
New data from the NAEP Long-Term Trend Assessment indicates that only 37% of nine-year-olds and 14% of thirteen-year-olds read for fun almost every day, marking the lowest levels on record. This trend underscores a critical challenge for publishers and educators, as the focus on literacy skills may be inadvertently undermining reading enjoyment. Librarians are now tasked with finding new ways to re-engage young readers with books for pleasure rather than just academic requirement.
Japanese Picture Book Award Finalists Announced
The finalists for the second edition of the "Atarashii Ehon Taisho" (New Picture Book Award), co-hosted by Ehonnavi and Kodansha Children's Division, have been revealed. Forty-five works have advanced to the final selection process, reflecting a diverse range of new talent and storytelling styles in the Japanese market. This reader-voted contest is becoming an increasingly important indicator of trends in the Japanese picture book industry.
Local view
In Japan, media outlets like Hon no Hikidashi are tracking the September release schedule for new picture books and children's literature, providing essential guides for retailers and parents. Meanwhile, Kokoreco by Kodansha has updated its monthly sales rankings for children's books, offering insights into what is currently popular among Japanese elementary school students. These local rankings serve as early indicators for international rights buyers looking at emerging Japanese IP.
Context & numbers
- Reading Habits: Only 14% of 13-year-olds in the US read for fun almost daily, a significant drop from previous years.
- Award Finalists: 45 picture books were selected as finalists for Japan's "Atarashii Ehon Taisho" in its second year.
On the radar
- Next Manga Awards: The results for the "Next Manga Awards 2026" will be announced on September 16, which may influence future adaptations for younger audiences.
- Netflix Kids Slate: Netflix continues to roll out its back-to-school lineup, including animated titles like Stranger Things: Tales From '85 and LEGO One Piece.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
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