Barista, Wisdom Tree promote Garfield books at Barista outlets

NEW DELHI: Barista is going places. After the recent tie up with Inmatch Modelling to hunt for "Faces of the Future," the coffee major has now tied up with the renowned publishing house Wisdom Tree. Together they bring the irrepressible, intelligent, lazy and coffee-drinking cat Garfield all packed into a collection of books to India for the first time.



Barista joins in the party by displaying and selling the Garfield books all across their espresso bars in India. Infact, this is the first time that Barista will actually be selling books, infact selling anything apart from their core functional products—coffee and accompaniments.

Over 130 million Garfield books - for both adult and teenage readers - have been sold worldwide. The Garfield comic strip appears daily in 2,600 newspapers worldwide.

It appears in 63 countries, translated into 23 languages, read by 26,30,00,000 readers. Garfield, created by Jim Davis and circulated by Universal Press Syndicate, is the world's most syndicated comic strip.

Commenting on the synergies of this association, Barista Coffee Head - Marketing Brotin Banerjee says, “Barista is delighted to be associated with Garfield books by Wisdom Tree. This innovative initiative heralds an exciting new phase for Barista's promotional licensing business in India and is a big leap towards achieving the Barista's mission to provide consumers multiple access points to the brand and properties.”

Wisdom Tree publisher Shobhit Arya comments, “I believe two things one cannot do without are oxygen and humour and we seem to be desperately in need of both. I am sure Garfield will add to the laughter around. Also I hope this innovative tie up with Barista will change the way we look at book selling in India and give a fresh perspective towards marketing books”

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