The so-called Battle of the Monsters has proved a canny and lucrative winner for independent publisher Andersen Press and past laureate Chris Riddell.
Andersen Press has seen unprecedented reaction to their marketing campaign, with over 4,500 copies of the book leaving their warehouse before Christmas, the number of orders of the book 9,582% higher in November 2017 than the previous month.
Support across the trade has been incredible, with book shops up-and-down the country tweeting support and ordering in copies to capatalise on the media interest.
Andersen Press created special Mr Underbed posters which over 500 shops received.
Speaking about the campaign Chris Riddell has said; “I have been so heartened by the wonderful support that my picture book Mr Underbed has received after I pointed out similarities with the John Lewis Christmas ad. I think this has sent a powerful message to John Lewis who I hope will work more directly with picture book authors in the future. This Christmas, why not visit a bookshop and buy a picture book as a gift for someone you love? Sharing a book is a gift that keeps on giving.”