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H.C. Andersen app ready for international launch

Egmont's H.C. Andersen app for iPad has quickly become a success with approx. 70.000 downloads in Denmark alone, since its January launch.

Since January, Danish children and their parents have downloaded Denmark's first children's books for iPad approx. 70.000 times, and more than a third pay to have access to additional fairytales. This success has become an incentive for Egmont to launch internationally in China, Turkey, England, Germany, Japan, Norway and Finland.

"The consumers' message is clear. They are willing to pay for good media products for the newest platforms, and the great traditional stories still have the ability to attract children. We saw this as a learning experience that could enlighten us on children's behaviour when using their parents' tablet PC's as well as the parents' willingness to pay for the app. In Denmark alone the app has had a turnover of three quarters of a million DKK in 8 months which is impressive considering that this is a completely new market. Because of these results we have now decided to launch internationally," says Mikkel Weider, digital director at Egmont Digital.

As a new feature the H.C. Andersen app includes four new fairytale cartoons, e.g. The Little Mermaid and The Stedfast Tin Soldier, on top of the eight digital books. Furthermore, the user-friendliness has been improved significantly based on feedback from the users.

The first book can be downloaded free of charge from the App Store, with the remaining seven books available at an overall price of 79 DKK. The cartoons are available at 24 DKK per movie and each movie lasts 30 minutes. The eight books and four cartoons are available for iPad, iPhone and iPod Touch.

The app is released by the Egmont publishers Lindhardt and Ringhof and their children's books brand Carlsen.

Additional information:
Mikkel Weider, Digital Director at Egmont Digital, tlf. 26 71 35 13
Mikkel Løndahl, Media Relations Manager at Egmont, tlf. 21 15 49 25