Dear Educators & Parents,

Petalwink the Fairy is the winged mascot of the sweetness, innocence and creativity of little girls. If girls grew up knowing their worth at an early age and never lost their sense of wonder, the world would be a better place. Petalwink represents a movement, a lifestyle brand that parents and girls are looking for. Of course Petalwink doesn’t add anything to little girls; they already are special, unique and important. Petalwink is a reminder. She agrees with what little girls have a hunch is true: that they are worthy of being and doing good and they have the power to change the world. Girls recognize themselves in her. At the heart of Petalwink, and what sets her apart as a lifestyle brand, is not only the reminder to value ourselves, but to allow service to others to be the natural overflow of that gratitude.

Because she’s a fairy, Petalwink invites imagination and adventure. Through the vibrant and colorful story book pages, little girls being read to or just learning to read, journey with Petalwink as she looks to her friends for help and encouragement, but ultimately learns to own the important lessons learned. The storybook series incorporates humor, innovative design and delightful color.

The success of brands with a tendency to character education like American Girl, Beacon Street Girls, and Miss O & Friends demonstrate a growing desire for literary-based brands that celebrate adventure and imaginative play, especially as they relate to a girl’s perspective. Since these brands are aimed toward tweens, girls aged 9-13, there remains an incredible opportunity for the younger set, aged 3-8, who are still being read to and/or are beginning to read, who are learning to appreciate their special place in the world while still needing to play, imagine and have fun–and Petalwink fits the bill.

As we have worked on the Petalwink concept, we’ve developed and polished Petalwink’s story line and distilled her message to Giving, Imagination, Faith and Timelessness. We saw how each of her fairy friends embodied characteristics that girls identify with. June Bug’s desire to have the answers and be the “smart one;” Willow & Whitney’s need to turn everything into a competition; Felicia Fairy’s creative touch makes everything more beautiful; Gordo has an insatiable hankering for adventure. Each character has a full and interesting personality to complement Petalwink’s. Newman Forest, Petalwink’s magical world, sets the stages for her adventures. The promise and potential of the Petalwink line to become a household name is rooted in the rich, imaginative publishing program which gives Petalwink her context and establishes her world.

“I’m glad to be me!” shouted 54 elementary school students at a recent Petalwink story time. Every time I read the story out loud to a group, I request the audience to exclaim with her the message of Petalwink Learns to Fly. The children delight in letting the world know they’re pleased with who they are. We’ve had parents contact us and say that since reading story, their child now frequently bursts out with “I’m glad to be me!” for no reason at all. What sweeter sound is there? We hope you will enjoy getting to know Petalwink and her world a little better in her storybooks and on these pages. May you join with Petalwink and the growing chorus of her fans in declaring “I’m glad to be me!”

Fairy best,

Felicia Fairy

Through the woods in the evening, when the fireflies flicker along your path, you may feel a presence, a calm peaceful feeling or a tickle of hope. You may start humming a tune you didn’t know you knew, take a deep breath, think of a loved one and say thanks for your life. Do you know what that is? That is the effect of Felicia Fairy’s presence.

Fairies see her, of course, but humans may not always realize her influence. She lives in Newman Forest, in Hollyhock Hollow near the Fairy Ring. She is a radiant little fairy with ruddy skin, smooth as a polished nut shell. Her strawberry-colored hair and elegant tulip petal skirt help her pose like a picturesque flower when you walk by. She expresses the beauty of nature in dance and song, often filling the breeze with the sound of the wind, or the sound of hope and promise (a sound humans can’t hear with their ears, but know it when they feel it). Her tiny dancing shoes, strapped on to her nimble feet with vine tendrils, kick and point with grace and her sublime lavender butterfly wings, iridescent and agile, flutter behind her like stage curtains.

Felicia always brings out the best in others, drawing them out and encouraging them to express themselves. She is responsible for the Annual Newman Forest Fun-Raising event, a festival with dancing, music and dramatic re-enactments of Newman Forest’s most noted historical events. When Felicia appears on the scene, you can expect her to bring out the beauty in everything around her.

Felicia is a seed fairy; she collects and manages all the seeds, nuts and kernels in the Forest, planting them or storing them for the spring. If there is an unexpected flower in your garden (a “volunteer”), Felicia probably planted it there. And if there is a tune that stays in your heart and puts a lilt in your step, she probably put that there, too.