Educational Development Corporation announced the rebranding of Usborne Books & More, the direct sales division of the publicly traded company. Usborne’s new name is PaperPie, a name company representatives said “better defines” who the company represents and clarifies the brand’s focus on children’s literacy and learning.
The rebranding process began in May 2022 and engaged field leadership, staff and outside partners.
“Our Home Party Division generates over 85% of our company’s sales,” said Craig White, Educational Development Corporation President and Chief Executive Officer. “We have seen this division grow from 6,000 consultants only 10 years ago to as many as 60,000 consultants at its peak during 2021. We are launching our new branding, PaperPie, which is a better reflection of our full product offering, which has grown beyond books. Replacing the name Usborne Books & More (UBAM) with PaperPie, a new name that more accurately captures all of the products that we sell through this division including Usborne Publishing, Ltd.; Kane Miller Books; SmartLab Toys; and Learning Wrap-Ups. Our sales and marketing teams have put great efforts into creating a new name for this division and we are proud to launch PaperPie at the start of the 2023 calendar year.”