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The first series of affordable cardboard books, and the first to be mass-marketed
to children, were collectively known as Golden Books and made their first
appearance roughly 50 years ago. The books made an immediate and lasting
impression on post-war children because of one amazing fact: The children
could actually afford to buy one of these books for a week's allowance.
Golden Books also pioneered one-to-one marketing: on the inside cover
of each book was the Golden Books signature design with the words "This
book belongs to __________", so that a child could write in his or her
own name.
Bank Street founder Lucy Sprague Mitchell wrote ten of the original Golden
Books. Since then, millions of children eagerly bought these books --
many of them ongoing classics such as the Taxi that Hurried --
and have passed them on to subsequent generations who are eagerly learning
to love to read.
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