There can’t be that many bronies, can there? IDW has announced that they have sold 1 million copies of their My Little Pony comics, launched late last year. An interview with IDW’s Ted Adams at ICv2 reveals the secret weapon: outside comics shop distribution including Hot Topics and the holy grail of all comics sales: Scholastic Book Fairs:
That one million copies includes print single issues, trade paperbacks, and the special Scholastic Book Fair edition, which was a two-issue collection with a pony bubblewrapped on the cover, IDW CEO Ted Adams explained. My Little Pony #1, which has had four printings, is the bestselling comic in IDW’s history.
In addition to Scholastic Book Fairs, IDW sells My Little Pony comics and graphic novels in comic stores, bookstores, and in other specialty retail such as Hot Topic stores. “Hot Topic is continuing to order it, so it’s clearly selling through for them,” Adams told us.
This doesn’t include digital sales, which are still strong as well, Adams says.
While everyone is going to make brony jokes like I just did, the truth is, MLP actually appeals to the core audience of young children, particularly girls. “At every store I stop in, when I introduce myself the retailer starts taking about entirely new customers the titles is bringing in, little girls, kids coming in with their parents,” Adams told ICv2.
Expanding comics audience by offering a variety of material? Who could ever have thought that would work!
Heidi MacDonald is the founder and editor in chief of The Beat. In the past, she worked for Disney, DC Comics, Fox and Publishers Weekly. She can be heard regularly on the More To Come Podcast. She likes coffee, cats and noble struggle.