On 23rd September 2025, Foreign Language Teaching and Research Press (FLTRP) took a key step from “publishing” to “industry”: at its “From IP to Industry: Pip and Posy Business Ecosystem Launch Event”, the first series of Pip and Posy plush toys made their official debut. This was not only a new product launch, but also signified that the publisher, known for its high-quality content, is proactively breaking traditional business boundaries and exploring more possibilities in the industry of children’s growth.
At the launch event, Wang Fang, President of FLTRP, made this statement: “We make more than just books; we aim to create products that accompany children as they grow.” She noted that FLTRP has been deeply involved in the field of children’s content for over a decade. The picture book series “Pip and Posy” has become the top choice for emotional intelligence enlightenment and habit formation for countless Chinese families with children aged 0-4, with cumulative sales exceeding 30 million copies—“one copy is picked up every 4.5 seconds”. This IP has long been more than just books; it has become an educational phenomenon and an emotional symbol.
And today, FLTRP has decided to bring it from paper into real life.
Wang Fang emphasized that the launch of the plush is not simply a peripheral extension but a clear signal of FLTRP’s strategic upgrade—centering on IP to build a product matrix that supports the comprehensive development of children’s cognition, abilities, and emotional intelligence. “We aim to provide Chinese families with a more systematic and warmer solution for children’s growth,” Wang Fang stated.
These plush toys not only faithfully recreate the adorable design from the picture books, but also excel in safety and quality. It has passed EU CE, UK UKCA certifications and all China GB6675 tests, and use baby-grade materials and full stuffing craftsmanship, making it perfect for children to hug, play with, and keep as a companion.
Representatives of UK book copyright holders, merchandising rights holders, as well as the illustrator Axel Scheffler, each expressed their congratulations and expectations through video messages. Scheffler stated emotionally: “I once imagined children falling asleep while holding the plush ---- now that dream has come true.”
The Reading Publishing of FLTRP introduced to the attendees the comprehensive brand operation plan for Pip and Posy, ranging from the development of more character plush and wearable costumes to highly interactive AI smart plush, and further extending to stationery, children’s clothing, and daily necessities. The goal is to make this brand a leverage point for changing the maternal and infant products industry.
At the same time, FLTRP announced the launch of the Legal Protection Plan which will rely on a five-layer anti-counterfeiting system and cooperate with market regulatory authorities to crack down on piracy, safeguarding IP value and consumer rights.
Su Mengmeng, a mental health for children education expert and associate professor at Capital Normal University, pointed out that such plush toys with emotional bonding functions have positive significance for the development of language expression, emotional cognition, and fine motor skills in children aged 0-4, making them an excellent vehicle for the concept of learning through play.
From printed books to plush toys, behind this is a traditional publishing institution’s response to the needs of the times, as well as a firm expansion of the “content+” ecosystem. Pip and Posy are no longer just characters in a story; they have become a key symbol of FLTRP’s cross-industry innovation and deep integration of publishing and industry. In the future, FLTRP will continue to expand the boundaries of IP products, working with partners to create more growth-oriented products that are “warm, meaningful, and reliable”, truly realizing a closed value loop from IP to industry.
The event was hosted by the renowned Beijing Radio and Television host Xiaoqun. The launch event was attended by Peng Donglin, Deputy Editor-in-Chief, Chen Yuanyuan, Deputy Secretary of the CPC Committee, Liu Feng, Director of the Sales Center, Xu Haifeng, Director of the Reading Publishing, as well as representatives from partners such as Dangdang, Jingdong, Wenxuan Online, Bookuu, Shanghai Yueyue, TikTok, Himalaya, QQ Music, and many media representatives including CCTV.com and several influential self-media personalities.
