Abacus Cards is following something of a natural growth path, clinching a licensing agreement with the BBC to publish greeting cards inspired by the highly popular, long running TV programme, Gardeners’ World.
This makes it something of a ‘BBC hat trick’ for the Suffolk-based publisher, as it builds on the success of its BBC Springwatch and Countryfile ranges of greeting cards that launched into the market last year.
“The Gardeners’ World range is very much a natural addition for us, especially as our Springwatch and Countryfile ranges are proving so popular,” comments Bev Cunningham, creative director of Abacus. The range will not only tap into the huge fanbase that Gardeners’ World has built up over its 50 years of broadcasting – and still attracts 1.5 million viewers, but also the 10+ million gardening enthusiasts in the UK alone.
The new Gardeners’ World range, comprising 24 photographic cards will launch at the GLEE exhibition next week (11-13 September at the NEC, on Stand 20R48 – S49) with stock available from the end of this month.
The 24 cards in the inaugural Gardeners’ World collection are all 160mm square and feature stunning photography of plants, flowers, gardens and related themes, such as sheds and garden tools. In addition, and in keeping with the practical advice and tips that are shared by the experts on the Gardeners’ World programme, the backs of the cards will also include gardening tips or information pertinent to the image on the front of the card.
The new collection will also be available on a BBC spinner that will also contain cards from Abacus’ Springwatch and Countryfile ranges.
Abacus is certainly no stranger to the gardening world as its sister company is Mr Fothergill’s Seeds.
Revealing her own horticultural passions, Bev Cunningham says that her favourite flowers are “sweet peas” though the approach she has taken for her own courtyard garden is somewhat more exotic. “It is a taste of the tropics with big bamboos and bananas growing!”
- The UK gardening economy is now worth over £4.3 billion and the GLEE show, where Abacus will be showcasing its Gardeners’ World cards, will serve to perpetuate this.