This year, the fascinating tale of the skilled artists who brought Ladybird books to life for over three decades was explored at The Wonderful World of the Ladybird Book Artists exhibition at the Victoria Art Gallery in Bath. The exhibition featured rare books, original artworks, and artefacts, demonstrating the role of the illustrators for Ladybird. The exhibition also looked into the collaborative work of these artists, focusing primarily on the company’s “golden years” between 1940 and 1975.
The origins of Ladybird can be traced back to a printing business called Wills & Hepworth in Loughborough. At the turn of the 20th century, the company offered bookbinding services and sold many products, including artists’ materials, fancy goods, and ladies’ handbags. The outbreak of World War One dealt a heavy blow to their business, forcing them to explore new opportunities. To stay financially afloat, they began to publish affordable children’s books, though these differ vastly from the Ladybird books known today. The books were large and poorly printed on cheap paper, but they helped keep the print works running.
In 1940, Wills & Hepworth advertised a new type of children’s book – the first classic Ladybird: Bunnkin’s Picnic Party, illustrated (and originally written) by Angusine Macgregor (1881-1961). Due to wartime shortages, a complete mini-book was created using just one sheet of carefully laid-out paper, which remained the blueprint for Ladybird books for the next four decades.
Angusine Macgregor had established herself as an illustrator of children’s picture books for various publishers before she joined Ladybird. Having trained at Birmingham Municipal School of Art, Macgregor had a unique illustration style. Her work at Ladybird included titles like Mrs Bunny’s Refugee, Bobbity Flop and The Adventures of Silver Suit.
Initially, Ladybird commissioned Macgregor to write and illustrate the stories, but her rhymes did not receive the same level of appreciation as her illustrations. New authors later rewrote some of the books. Despite this, some titles from her Animal Rhyming series of the 1940s remained in print for over 40 years.
In the 1940s, Ladybird books targeted preschool children and comprised fictional tales and rhymes. In the early 1950s, the company shifted its focus towards producing high-quality illustrated non-fictional books for the rapidly growing education market. The first subject chosen for this new venture was Nature. This radical change was driven by Douglas Keen (1913-2008), who believed Ladybird could produce books that catered to a broader audience range and diverse interests. The first book in the Nature series British Birds and their Nests was an immediate success, paving the way for more books on identifying trees, butterflies, birds, shells, rocks, and clouds. Books like Our Land in the Making demonstrated Britain’s rapidly changing post-war landscape, with the rise of suburban life and expansion of the road network.
Ladybird was committed to ensuring the accuracy and quality of the books, so they carefully selected writers and artists who were renowned experts in their respective fields to produce the Nature books. Allen Seaby (1867-1953) loved Japanese-style colour woodblock printing, which features in British Birds and their Nests and A 2nd Book of British Birds and their Nests. Roland Green (1890-1972) created numerous bird studies in watercolours and oils, as did Charles Frederick Tunnicliffe (1901-79).
Ronald Lampitt (1906-88), a self-taught commercial illustrator from Worcester, began his career by producing work for Medici cards, Reader’s Digest, Look & Learn, the Whitbread calendar, railway posters, and numerous cover illustrations for the weekly magazine John Bull. Later, Lampitt contributed to Ladybird books, including Plants & How They Live, Our Land in the Making Books 1 and 2, Understanding Maps, Learning About Insects & Small Animals, What to Look for Inside a Church, and What to Look for Outside a Church. His artistic style featured wistful, nostalgic landscapes of sprawling views with elm trees, small lanes, and tiny figures going about their daily activities. Lampitt also created cityscapes and crowd scenes.
Ladybird began issuing approximately two history books a year, starting with Alfred the Great in 1956, and continuing until 1981. The History series became the largest of all Ladybird series with 50 different titles. The books mainly focused on men in history, primarily British leaders and explorers, reflecting the school curriculum of that time. Nevertheless, among the first books published were Florence Nightingale and Queen Elizabeth I. Lawrence du Garde Peach (1890-1974), a dramatist and radio personality, wrote all the books until the 1970s, and John Kenney (1911-72), an artist from Leicestershire, produced most of the illustrations. Later, Ladybird introduced another long series of books that focused on historical development rather than individuals. Called the Achievements series, it covered diverse topics such as ships, cars, newspapers, homes, costumes, printing, oil, and nuclear power. These books were popular with schools in the 1960s and 1970s, and students used them for school projects and homework assignments. Robert Ayton (1915-85), an artist who had previously worked for Eagle magazine, illustrated many of the books in this series.
John Kenney underwent training at Leicester College of Art before serving with the Army during World War Two, where he notably participated in the D-Day landings. Before joining Ladybird, he produced illustrations for the Thomas the Tank Engine series by Reverend Awdry between 1957 and 1962. During his time with Ladybird, Kenney contributed to 31 titles, including Tootles the Taxi and the History books. Eventually, Kenney retired due to ill health and was replaced by Roger Hall.
At 15, Roger Hall (1914-2006) embarked on his career as an artist by painting publicity images for cinema displays. Being self-taught, he devoted his weekends to studying portraits in art galleries like the Tate and National Galleries. Eventually, Hall ventured into book illustrations, working with various publishers such as Pan, Corgi, and Mills & Boon. In 1955, he created the first-ever depiction of James Bond on a book cover – the paperback edition of Casino Royale. Hall joined Ladybird later in his career, taking over the History books from his predecessor, John Kenney. When Ladybird decided to update the History series books in the 1980s, Hall was frequently chosen to create the cover illustrations, even if other artists were responsible for the rest. Ladybird believed his painting style would appeal to children and parents and help sell the books.
Ladybird books gained popularity in schools across Britain during the 1960s, prompting the company to explore topics that interest older children. Consequently, a series of books was proposed to educate children about the world of work. The People at Work series debuted in 1962 with The Fireman and concluded with In a Big Store in 1973, comprising 20 books. John Berry, an artist with a talent for photo-realism and portraiture, was chosen to illustrate all the books. The series featured titles such as The Soldier, The Policeman, The Nurse, The Roadbuilders, and The Customs Officer.
John Berry (1920-2010) volunteered for the RAF at the start of World War Two. He was later selected as a war artist and travelled to the Middle East. Four of his paintings were later acquired by the Imperial War Museum. After the war, Berry produced society portraits and freelance advertising. In the 1950s, he designed an advertisement for Esso’s Tiger in Your Tank campaign, for which he also created the slogan. From the late 1950s to the 1980s, Berry found plenty of work with Ladybird due to his exceptional talent. He illustrated numerous travel books, including The Ladybird Book of London, and all 20 books in the People at Work series.
Ladybird introduced a separate series of People at Work to emphasize the benefits of Public Services, including Gas, Electricity and Water. While women were more prominently featured in the books in the 1970s, the initial books emphasized the work of men. To offer a more detailed and technical introduction to specific topics, the How it Works series was launched in 1965, mainly illustrated by Bernard Robinson (1912-70). The series served as an introductory handbook to aspects of modern technology, including The Camera, The Rocket, The Hovercraft, and The Computer. Many engineering undergraduates reportedly wrote essays based on these books, and workplaces used them for basic training.
Ladybird occasionally published fairy tales and fantasy stories for preschool children. In 1964, the company decided to undertake an extensive series of beautifully illustrated fairy tales, including classics such as Cinderella, Three Little Pigs, and The Magic Porridge Pot. This series, aptly named Well-Loved Tales, became one of the most popular series Ladybird ever produced. Douglas Keen gave a previously published Ladybird book from 1959, Little Red Riding Hood and Goldilocks, originally illustrated by Harry Wingfield, to two artists, Eric Winter and Robert Lumley, to use as a model for the new book series. Winter and Lumley’s collaboration resulted in a colourful world filled with princesses in lovely dresses, frightening wolves, helpful elves, wise hens, and terrifying trolls. The text, written by Vera Southgate (1916-95), was just long enough to be read as a bedtime story and easy enough for young readers.
Eric Winter (1905-81) mostly illustrated children’s comics and women’s magazines before joining Ladybird. One of his notable achievements was designing the iconic Abbey National Building Society logo in the 1950s, which the company used until 2003. Winter worked for Ladybird from 1960 and illustrated many titles in the Well-Loved Tales series, including Cinderella, Rapunzel, Puss in Boots, and Goldilocks.
Robert Lumley (1920-76) trained under the art director of Disney’s Bambi. In 1952, Lumley established Broad Oak Studies in Harfield Broad Oak, Essex, with his wife Sally, where he worked on illustration, animation, fine art, and design projects. From 1964 to 1974, Lumley contributed to several titles in Ladybird’s Well-Loved Tales series, including The Elves and the Shoemaker, The Three Little Pigs, The Gingerbread Boy, and The Enormous Turnip. He often used local residents and townscapes as models and settings for his illustrations.
The Key Words Reading Scheme, also known as the Peter and Jane series, was initially introduced in 1964. The reading scheme comprised 36 books, divided into 12 colour-coded levels, and taught children from their first words to confident reading. This scheme became Ladybird’s most significant commercial success. Douglas Keen enlisted the help of Harry Wingfield and Martin Aitchison, two of his most trusted illustrators, to depict the daily lives of Peter and Jane, along with their dog Pat. The project was a massive undertaking with 36 books, each containing 24 illustrations, produced within a tight deadline. On occasion, Robert Ayton, John Berry, and Frank Hampson assisted with the artwork. The reading scheme was a significant financial risk, but it quickly became popular, earning a place on school bookshelves throughout the country and teaching generations of children how to read.
Harry Wingfield (1910-2002) began his career in advertising in 1930 when he started working for electrical manufacturers Crabtree in Birmingham. It was during this time that he first met Douglas Keen. Wingfield’s first commission for Ladybird was for the book Little Red Riding Hood, and from then on he became one of the most extensively employed Ladybird artists. From 1959 to 1980, he illustrated numerous series including Learning with Mother, collaborating with his wife Ethel, who was a teacher and early years specialist. Along with Martin Aitchison, he was the main illustrator for the Key Words Reading Scheme from the early 1960s.
Frank Hampson (1918-85) played a key role in the success of the groundbreaking Eagle magazine from 1950 to 1959, where he illustrated and initially wrote the Dan Dare strip. From 1964 to 1970, Hampson worked for Ladybird, where his work included Nursery Rhymes 1, 2 and 3; Kings and Queens of England; two books in the Key Words Reading Scheme, and The Stories of Our Christmas Customs.
Ladybird’s success saw a sharp rise from the 1950s to the 1970s, a time when the social landscape of Britain underwent significant changes. Until then, Ladybird artists, primarily white men, had relied on their own lives and the people around them – family and neighbours – as models for their illustrations. Following criticism from the press and schools, Ladybird decided to update the artwork for the Peter and Jane books, making changes to fashion, Jane’s role and increasing the representation of social diversity. In the 1970s, Ladybird introduced a shorter version of the Peter and Jane books, set in the Caribbean, where Ken and Joy became Ladybird’s first black main characters. Artist Martin Aitchison travelled to Trinidad, Jamaica, and the Bahamas to collect reference photographs. Known as the Sunstart scheme, Aitchinson fondly remembered it as some of his most satisfying work for Ladybird.
Martin Aitchison (1919-2016) trained at the Birmingham School of Art and the Slade School of Art, where he met his future wife Dorothy. Dorothy wrote some of the books for Ladybird, which included adaptations of traditional stories. During World War Two, Aitchison illustrated operating manuals for Vickers Aircraft. He also worked with Barnes Wallis and created visuals to help “sell” the idea of the bouncing bomb used in the Dambusters raid. Aitchison’s first book for Ladybird was A First Book of British Saints, but Douglas Keen initially rejected his artwork as “not right for us”. However, Aitchison went on to illustrate almost 100 different titles for Ladybird during his 30-year stint until his retirement in 1985.
The exhibition at the Victoria Art Gallery stopped in the 1980s but that is not the end of Ladybird’s story. For instance, in November 2014, Ladybird signed up to the Let Books Be Books campaign and announced that it was “committed” to avoiding labelling books as “for girls” or “for boys” and would be removing such gender labelling in reprinted copies. In 2015, Ladybird announced that it would be publishing its first series of books for adults. The books, which parody the style and artwork of the company’s books for children, include the titles The Hangover, Mindfulness, Dating, and The Hipster.
In 2015, Ladybird celebrated its 100th anniversary. Today, Ladybird is part of the Penguin Random House publishing company and includes modern icons such as Topsy and Tim, Peppa Pig and In the Night Garden. The brand has expanded from picture books into a multi-platform experience with various computer apps.
Whilst The Wonderful World of the Ladybird Book Artists is a nostalgic exhibition, Ladybird Books are not a thing of the past. New books are continually published, and the old ones are still loved by children and adults today. What began as a publishing company trying to stay afloat during the war years resulted in a worldwide success story. Many may regard these books as quintessentially British, but stories are also published in Swedish, Afrikaans, French, German, Dutch, Swedish, Norweigan, Danish, Finnish, Welsh, Scots Gaelic, Irish Gaelic, Arabic, Chinese, Japanese, Malay, Zulu and even Esperanto.
Unfortunately, The Wonderful World of the Ladybird Book Artists closed on 14th April 2024. They gallery’s new exhibition Toulouse-Lautrec and the Masters of Montmartre is open until 29th September 2024.
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