QV Software has taken over distribution rights for the Dorling Kindersley range of edutainment products, which have never replicated their overseas success here in Australia.
That is all about to change, according to Max Walters, managing director of QV Software, who is confident that a new price point and a new distributor will drive end-user and channel demand to new heights.
Walters said his initial enquiries to QV's mass merchant and independent retail customer base show the Dorling Kindersley educational and reference products are very popular sellers.
"Retailers want these products but have been having difficulty getting them," he said. "We have always been very strong in lifestyle, edutainment and reference products and I expect this to be very successful for us."
The Dorling Kindersley range was originally distributed by Roadshow Interactive but that arrangement was abandoned for a direct strategy, which proved to be "a disaster", according to Walters. Ozisoft was distributing the product prior to QV Software's recent appointment.
Walters said QV will be distributing all 39 titles in the range, which includes both interactive and reference edutainment products for pre-school age and upwards. "There are also seven or eight new titles due this year," he added.
The products are slated to be supported by a series of marketing and promotion initiatives with Walters aiming to ship 6,000-7,000 units in the first two months. "I have never committed to this sort of quantity in a shipment before," he said.
Recommended prices for the Dorling Kindersley range have been slashed by up to 40 per cent with products that previously sold for $59 or $69 now being sold at the one across-the-board price of $39.95.
Walters said the products will be sub-distributed into education markets by Scholastic New Media.