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Moms start companies to fill demand for Spanish books

NEW YORK (AP) — You might have heard of the three blind mice or the itsy-bitsy spider who went up the water spout. But have you ever heard of the little cold and hungry chicks?

If you grew up speaking Spanish, the answer is probably yes. But Susie Jaramillo wants everyone to know “Los Pollitos,” a bedtime song about a hen taking care of her hatchlings that’s as familiar in the Spanish-speaking world as “Twinkle, Twinkle, Little Star” is to English speakers.

The song is the heart of Canticos , a series of bilingual books, companion apps and singalong videos that the Venezuelan-American mother of two dreamed up after she couldn’t find enough Spanish-language books to read to her children. The brand, which debuted in 2016, had its biggest breakthrough this year when Nickelodeon adapted it to develop a series for toddlers on its digital platforms.

Canticos capitalized on a growing market for Spanish books in the United States, which the traditional publishing industry has addressed in fits and starts. Small companies are stepping in to fill the void, leveraging social media and strategic retail partnerships to target key customer bases, often ones they themselves belong to.

“When I had my first child, I went online and thought: Where are all the board books of these songs that I grew up with” said Jaramillo, a former co-founder of a Latino-focused New York advertising agency. “We’re always singing the American songs in Spanish, and our songs are great. Why aren’t people singing them in English?”

Jaramillo teamed up with fellow mother Nuria Santamaria Wolfe, a former head of multicultural strategy at Twitter, to launch Encantos Media Studios, an entertainment company that released Canticos as the first of its planned bilingual brands.

Two other mothers, Patty Rodriguez and Ariana Stein, founded their own publishing company

Article source: http://www.poconorecord.com/news/20181204/moms-start-companies-to-fill-demand-for-spanish-books

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