There can be no doubt that both TV Century 21 and Lady Penelope were phenomenal success stories, with sales building during the first fifteen months. But seemingly burnt-out by the publicity efforts for the two comics, there seemed to be significantly less promotion for either during the larger part of 1966, the 'Special Agent' and competition articles being replaced with the usual mix of small snippets about related merchandise for retailers to sell, beginning with Retail Newsagent (5 February) mentioning Lady Penelope and Thunderbirds postcards would be out soon. These were followed in later months by news of the Thunderbirds board game (Retail Newsagent, 14 February), and punch-out Thunderbirds cards (Retail Newsagent, 7 May), and of peripheral interest, a new Dalek Action Paint 'n Puzzle Book (Retail Newsagent, 12 March).

About the most 'exciting' piece of news related to merchandise were the Thunderbirds and Lady Penelope Sticker Fun Books from World Distributors (Manchester) Ltd., promoted in a full page advert in Smith's Trade News at the end of January (right), with two titles for Doctor Who (Travels In Space and Travels In Time). Order With Confidence NOW! it proclaimed, only for Mr L.J. Cordell, Sales Director of World Distributors to issue an apology to the trade, printed in Retail Newsagent dated 19 March under the headline Big Demand Delays Thunderbirds Titles, 'for the delay in executing orders for Thunderbirds playbooks, Sticker Fun Books, and Lady Penelope Playbooks'.

'Although we realised there would be a terrific demand,' Cordell explained, 'we did not anticipate the fantastic demand there has been for these books. Our printers have been working 24 hours a day, and we are doing all we can to cope with the flood of orders, but inevitably there have been and will be some delays.'

Also not strictly comic related, but concerning Thunderbirds, the advent of summer saw a few features on ice-cream and lollies. Retail Newsagent dated 2 April reported in its semi-regular 'Sell More' feature, this one devoted to tobacco and sweets, the iced lolly Zoom was to be launched in its 'Mark IV' version on the 4th of April, now modelled on 'Thunderbird 1'. The new Zoom would be heavily promoted on television in 30 second commercials 'with commentaries by Jeff Tracy', and in the children's press. A follow-up two page feature in the issue dated 30 April again highlighted the wide range of Walls and Lyons Maid ice confectionery with a complete checklist, including the Sea Jet 'based on the famous "Stingray"'.

Left: Time for 'Lady P' on his world tour During his round-the-world tour, Mr. J. C. Holland, Secretary of the Australian Newsagents' Federation and of the Victorian Authorised Newsagents' Association, took time off from a heavy itinerary to have lunch with City Magazines. Mr Holland (centre) examining "Lady Penelope," recently launched by City Magazines. Also in the picture are Mr. Cyril Smith, Director & General Manager of City Magazines (right), and John Littlejohn, Circulation Manager. Retail Newsagent, 7 May 1966.

The 16 July issue of National Newsagent published a small feature on the soon-to-be released TV Century 21 Summer Extra (out 29 July), and now in the middle of summer the ice cream features were hot news again. Confectioners Wall's launched their Sky Ray contest in a blaze of publicity in Retail Newsagent dated 20 August. In conjunction with TWA (TransWorld Airlines) , and with a first prize of a free trip to Cape Kennedy, Wall's considered this 'the greatest children's competition ever', with showcards, window stickers, leaflet dispensers, entry forms and TWA advertising material supporting the campaign. London Airport (at Heathrow) was pride of place for 'a dramatic display, using a three-dimensional six-foot model of a TWA jet', while fifteen-second television commercials would be screened nationally. Owners of copies of TV Century 21 and Lady Penelope from this period would be aware of the adverts appearing in them, which also appeared in Robin, Diana, Eagle and Ranger.

Right: More publicity was offered in Retail Newsagent dated 21 May, when 10-year-old Lynda Barlow of Woolton, Liverpool, won the Lady Penelope competition for a oil portrait of David McCallum as Illya Kuryakin from The Man from UNCLE, painted by Ron Embleton of Stingray fame. Lynda was presented with the 'Illya In Oils' on stage at the ABC cinema at Tue Brook, Liverpool by Mr B. Kinley, Liverpool Road Safety Officer, and City Magazines representative for the area, John Kelly. Retail Newsagent, 21 May 1966.

Hats Off To TV 21! was the title of the feature in Retail Newsagent dated 24 September, as the up-and-coming free gift of 'an exact replica of the special International Rescue hat worn in "Thunderbirds"' is given away in the issue o.s. (on sale) 4 October. This would be advertised on TV on the 4th and 5th of that month. The following issue, o.s. 12 October, has 'a special offer, a realistic real-life automatic repeater gun', and would also be publicised by 30 second spots on 11 October. Seemingly setting 'trends' for freebie apparel, TV21 would be followed by a shower cap in City's recently launched Trend for young women, o.s. 22 October, and a make-up cape in the issue on sale the week after.

As had been mentioned as early as January (see Yesterday's News Today part two), Thunderbirds was coming to the big screen, and in October the publicity machine for related merchandise kicked off. National Newsagent, in the regular 'Paperback News' feature dated 8 October, told us Thunderbirds Are Go - in Armada. 'First we had James Bond, then came the Daleks followed by Batman and now - Thunderbirds.' Following a potted history of the series predecessors, we learn '...in December, a full-length feature film in colour will have its London premiére and go on release two days before Christmas. Tying-in with both the television programmes and the film is a whole host of manufacturers, producing items from toothpaste to wallpaper, confectionery to books.'

Armada, now a wholly-owned subsiduary of Collins/Fontana, would be publishing the third novel Ring Of Fire by John Theydon in November, with the tie-in to the film Thunderbirds Are Go! the following month - though National Newsagent unfortunately got the two confused, and accredited both to Theydon. What did lift the National Newsagent's feature above the other was a brief account of a recent visit by the trade press, along with John Woodward - Armada's marketing director - to the A.P. Films studios in Slough to see actual filming, reproduced here in full:

Impressed 'All were tremendously impressed with the technique of making the films, a task undertaken by some 150 people using many of the skills necessary for producing live action stories. But, of course, filming a world in miniature demands its own special skills, not least those of the puppeteers, who control the 22 in. high figures from gantries above each set. And those of th sound men using the process, developed by AP Films, known as lip-sync, which ensures that a puppet's lips move realistically in unison with spoken dialogue. This is done by pre-recording dialogue, which is played back during filming, sending out sound impulses which act on solenoids in the puppets' jaws, causing them to move. Realism is the essense of the success of AP Films, and the yardstick by which production takes shape at the Slough studios. The puppets are incredibly lifelike, and each of the characters is made in several forms, known as 'smilers', 'scowlers' etc., suitable for filming in any mood called for by the script.' 'Unfortunately, the trade Press visitors were unable to witness any of the special effects - explosions, rocket take-offs, crashes and so on - which are an integral part of each programme. But many sets with the cameras ready to turn indicated how size and speed are simulated on film. Sets are built on raised platforms, the cameras angled upwards across a sloping foreground to make toy sized rockets and structures look enormous and tiny models are suspended before a moving backdrop of the sky to give an impression of high speed.' 'Looking around the big, modern studio, it was easy to understand why an hour long episode of Thunderbirds costs between £38,000 and £40,000 to produce and then, seeing scenes from such an epiosde shot in colour, equally easy to realise why the series is worth the millions it reaps in home and overseas sales.' Paperback News column, by Terry Harknett, National Newsagent, dated 8 October 1966

The Retail Newsagent article, as part of Stephen Mogridge's regular 'Book Counter' column, was more modest (perhaps he didn't get to go to the studios), focussing on the books themselves and the 'Rocket Displayer', a single stage version - for counter tops - of the taller, impressive window stand that appeared a couple of weeks later in full page adverts (see top of page). With the TV and films boosting sales, it was going to be 'a Thunderbirds winter', and as well as the two new novels, Armada were reissuing the earlier ones and Stingray.



October 15 marked a major turning point, and both National and Retail Newsagent chose to pretty much print word for word - hence near identical articles - the press release by City about a new company which was in effect the offspring of itself and A.P. Films. In 'Century 21 (Publishing) Ltd.' (RN), and 'New production Company For 'Lady Penelope', 'TV 21'' (NN), the features explained, 'It is possible that many people in the trade are not aware that TV 21 and Lady Penelope were launched by City Magazines in conjunction with A.P. Films (Merchandising) Ltd.'

In a wording that almost took on a biblical proportion: ATV begat A.P. Films, which begat Fireball XL5, Stingray and Thunderbirds, and which - through matrimony to City Magazines - begat the two afore-mentioned comics, we get to the point: 'Such has been the success of these two weekly publications, however, that the editorial production side has now been divorced from A.P. Films, and has been formed into a new company - Century 21 (Publishing) Ltd. This new company will still be responsible for the production of publications to be launched by City Magazines Ltd.'

While the announcement may have been news to the trade, art editor Roger Perry - who joined Century 21 (Publishing) Ltd in May - was certain the name was being used internally when he started, perhaps even earlier. Of course, in hindsight, the new film which has been on the cards since January was A Century 21 Film Production, and 'Century 21' had been a pre-production name for Fireball XL5 some four years previously, so one senses someone had been itching to make more formal use of it in the meantime. But back up to date with 1966, and all that, 'At the helm of Century 21 (Publishing) Ltd. will be Alan Fennell, as Managing Director. Mr. Fennell has been the Editor of both TV 21 and Lady Penelope, and prior to that was chief script writer for the successful series 'Stingray' and 'Thunderbirds'. This new appointment is a just reward for a man of so many talents.' And so say all of us.

National Newsagent followed up the new novels again in 'Paperback News', dated 19 November, in an article called 'TV Tie-ins for Sales Success?'. As well as focusing on books based on Batman, The Man From U.N.C.L.E. and (as the series had recently debuted on BBC-TV) The Girl From U.N.C.L.E. (Four Square), and an up-and-coming The Power Game original in December by John Burke (Pan), there was an small inset devoted to Thunderbirds (right).

A few weeks later, in Retail Newsagent dated 3 December, 'Book Counter' featured a small publicity flash entitled Thunderbird Books Are Go! Go! Go!, featuring Jeff Tracey (sic) and Lady Penelope in the now famous picture of them enjoying the novelisation of their film adventure, by Gerry and Silvia (sic) Anderson.

Unlike the rumour mill that had preceded the launch of Lady Penelope for a good few months, there was little to indicate that the recently named Century 21 Publications were planning anything new. But there seemed to be no surprise when, at the end of 1966, a trade party was held in London to announce another title to be launched at the start of the new year.

This was, reported in issues of National Newsagent and Retail Newsagent dated 10th December, Candy - described as 'a new 9d weekly for the very young'. Appearing in full colour and 'a new landscape format', it would launch on Wednesday January 18 1967, promoted heavily in the same manner as its predecessors, with extensive national press adverts and 30 second television spots on all ITV stations.

Maybe not wanting to be caught out as they had been with advance sales of TV Century 21, circulation manager John Littlejohn of City Magazines indicated that there would be a restricted print order - 'less than half-a-million copies', and both wholesalers and retailers should order early.

Littlejohn, quoted in Retail Newsagent, said 'never before had so much money and effort gone into the preparation of a children's magazine'. General manager of City Magazines, Cyril Smith, reported in National Newsagent, referred to the success of the previous launches of TV21 and Lady Penelope, and said Candy was 'No.3 on the list', adding, 'It will be nice if we can make this an annual event'.

Both Gerry Anderson, referred to as producer of Candy, and Alan Fennell were on hand for the launch as well. Anderson revealed that 'the Candy adventures themselves would consist of photographs of full-size puppets, taken in specially constructed sets at the studio'. Fennell expanded on the other content - Winnie the Pooh, Bengo, Topo Gigio - but the one which would hopefully add to sales was Tingha and Tucker, as the comic was 'taking over' their club which already had half a million members. The club had become a feature of ATV Midlands children's programming in the last few years, with one-time continuity announcer Jean Morton (as 'Auntie Jean') using two koala bear toys sent to her as a gift. The rapidly growing popularity of the club evolved to the use of puppet koalas, additional characters, and other regions running the links as well. Century 21 Publishing, as a division of ATV, also held the merchandising rights to Tingha and Tucker, probably meaning this was a very easy deal to secure.

Bearsworld, mentioned as a separate feature in Candy, was a mock newspaper which the bears ran in their shows. it became a generic additional page in the comic, featuring puzzles, snippets from other characters in the Tingha and Tucker world, and occasionally book-ending their colour centrespread strip in a similar way Spectrum News did for the Mark of the Mysterons strip in Solo.

But the same week Candy was announced, both Odhams and Fleetway broke news to the trade media of new titles. The first issue of Pow!, referred to as the companion paper to Odham's popular Smash!, would appear on January 14, while Fleetway added to their digest-style library titles with 'Super Libraries'. Containing three different series - Front Line War Adventures, Secret Agent Thrillers and Fantastic Stories, 'two new titles of each of the three story lines will be published on the third Monday of each month'. These, too, were set for a mid-January launch.

Leonard Matthews, then Director in charge of Fleetway's juvenile publications, commented, 'Fleetway... sells more libraries than any other publisher in Britain.', and these were going to be backed up by 'one of the biggest advertising campaigns for libraries ever undertaken'.

As if in retaliation, TV Tornado was announced the following week in both the Retail and National Newsagent, though City Magazines were only the publisher for editorial offices at High Holburn. Due to go on sale on January 10, the new boys' comic - aimed at the 7 to 12 year olds - was promoted as one 'that will storm to the top', and featured 'the biggest array of TV characters to be put in one comic': Batman and Robin, The Man from U.N.C.L.E., Voyage To The Bottom Of The Sea, Bonanza, Tarzan, Flash Gordon and Phantom.

Although not mentioned in any of the trade publicity, this was a venture with publishers World Distributors, allowing them to exploit the licenses they had for their range of annuals featuring the same characters. Like Candy, it would be promoted on television for the first two weeks, with accompanying press adverts. Ironically, while TV Tornado had a full page adverts in the trade press at the end of December (see right), Candy did not. These, it would seem, were reserved for the national press just prior to the launch, with Blue Peter presenter Valerie Singleton endorsing the new comic for the Daily Mail and Daily Mirror.

And though the free gifts for TV Tornado - a Batchute in issue 1, and a 'Mystery Numbers game' in issue 2 - were mentioned, it was the competition in the third issue that was thought to be a major draw. This would feature 'over £1,000 worth of prizes, something which the publishers believe has never been run in a children's comic'.

But it was not only City Magazines that were doing the promoting. Now entering its sixteenth year, TV Comic - having been displaced as sole purveyor of Anderson-related comic strips since late 1964 - underwent a revamp. For the past few years, it had run a successful free gift promotion in their 'TV All Stars' booklets, with colour stickers to collect in the following weeks.

The issue dated 21 January 1967 would see their fourth such album give away, coinciding with the rights to use the Daleks in their Dr Who strip - the standalone Daleks strip in TV Century 21 coming to an end the week before. This was a double whammy for TV Comic, with the title character having recently regenerated into the Patrick Troughton version, promoting the strip to colour on the cover. As well as the obligatory TV spots, or 'dramatic 30-second commercials - all stations, peak-times for child viewers on Friday, Sunday and Monday' as the promotion put it, there would be adverts in Radio Times and TV Times. 'It's The Biggest Blooming Boom Ever'.

Not to be undone in the promotion wars, City placed a full page advert in the Retail and National Newsagent in the first week in January, extolling the continuing success of TV Century 21 and Lady Penelope (left). Make Your Profits Rocket! it said, with the issues dated 21 January (as well!), with both titles containing 'irresistible free gifts' and a 'powerful TV boost' in the form of 'exciting new TV commercials' to be shown four times on the 16th and 17th of January 'all in top-rating children's programmes'. 'Place Them NOW', the advert concluded in reference to wholesalers' and retailers' orders, 'Make Them BIG'.

Right: They Hope 'Candy' Is Dandy Seen here discussing the first proof issue of the new comic, "Candy" are (left to right): Mr. John Littlejohn, circulation manager of City Magazines Ltd., Mr. S. Elms, wholesale drector of W.H. Smith & Son Ltd., and Mr. T. Callaghan, director of John Menzies & Co. Ltd. National Newsagent, 7 January 1967.

The first week in January also saw more publicity for City Magazines. National Newsagent carried a picture of John Littlejohn (he's ba-ack), seen 'discussing the first proof issue' of Candy with directors of W.H. Smith and John Menzies (see above) at an unspecified event. And on the same page, Alan Fennell was seen in cahoots with chairman Clive Carr of City Magazines, and O.B. Johnson of Walt Disney (below). 'Further details are to be released later' the caption indicated, with 'later' being the following week. The same picture also featured in News Trade Weekly and Smith's Trade News.

Left: Seen At The Candy Launch Left to right: John Littlejohn, Circulation Manager, City Magazines; Norman Wilson, O.B.E., Retail Director for the John Menzies Group; and John Bryan, News trade Weekly. News Trade Weekly, 14 January 1967.

In an earlier article in National Newsagent dated 1 October 1966, Disney had staged a huge reception for merchandisers the previous week, as their new Disney Wonderland show had debuted twice-weekly on ITV. While there is no direct mention of publications, one has to ponder if City Magazines were among the number, sowing the seeds for this venture.

Right: City Mags. products tie-up Pictured from right to left are: Clive Carr, chairman of City Magazines Ltd.; Mr. O.B. Johnson, vice-president in charge of Character Merchandising for Walt Disney; and Mr. Alan Fennell, managing director of Century 21 Publishing Ltd, and Editor of "TV 21" and "Lady Penelope". The photograph was taken following the signing of an agreeemnt between the three parties; further details are to be released later. National Newsagent, 7 January 1967.

'It's 'hello' to Solo...', announced Retail Newsagent dated 14 January 1967, 'aimed at children of both sexes in the six to ten age-group'. As a result of the agreement mentioned above, at least 50 per cent of the content would feature Disney characters, with the balance including strips based on television favourites such as The Man from UNCLE, Seaspray, Sergeant Bilko and Run, Buddy, Run. With the usual SoR terms, instead of a free gift in the third issue (like TV Tornado before it), there would be a major national competition, with the prize being a two-week, all expenses paid 'visit to Disneyland for two children each accompanied by a parent'.

Contrary to popular opinion, the title of Solo did not derive from The Man from UNCLE, relocated from Lady Penelope to the new comic. In a quote attributed to John Littlejohn in National Newsagent, editor Alan Fennell in Retail Newsagent, and no-one in particlar in Smith's Trade News, the comic was so named as it was 'on its own' for value and/or action and laughter.

But it cannot be a coincedence, as the up-and-coming The Girl from UNCLE in Lady Penelope must have been some weeks in preparation, and it is difficult to think a popular strip such as The Man from UNCLE would have been sidelined, even if replaced by another in the form of new pop sensation The Monkees. Fennell considered Solo 'primarily a funny magazine', but as would be seen, the lightweight content did little to secure sales. The fact the deal that led to its production seemingly took place scant weeks before it appeared, makes one wonder how much of a rush to press it might have been, compared to the care and lead times for TV Century 21, Lady Penelope, and even Candy, or perhaps it meant a rapid late rejuggle for a comic which might originally have had The Man from UNCLE as its main highlight.

'Solo is New 7d. Comic from City Magazines, linked with Disney' was the equivilant headline in News Trade Weekly, also dated 14 January 1967, stating the title would 'be launched on February 15, dated February 18, price 7d'. Assuming his excellent track record would be a key factor, the feature noted 'Solo will be edited by Alan Fennell, who edits the very successful Lady Penelope and TV21'.

'The newcomer will run to 24pp (7 in colour) printed in photogravure' the article contunued, and 'Another editorial attraction will be the Solo Club, designed to encourage observation, loyalty, sportsmanship and originality'. As with TV21 before it and, seemingly, the new Candy title, the 'initial print order will exceed 450,000 and the first issues will be on sale or return'. Reiterating that Solo was 'a funny magazine, with no fewer than 14 separate features on funny characters', it would also 'be re-introducing Disney to the children of Britain, grabbing hold of new Disney characters as they are presented'.

'Another New Comic From Thunderbirds Team', in Smith's Trade News that week also went over the same territory: free gifts, trade terms, strips - and emphasised the Disney connection. The new weekly 'had acquired the rights to publish all Walt Disney material - past, present and future - and that serialisation of Disney's new full-length feature film 'Jungle Book', would start in Solo before the film was actually screened in this country'. City Magazines were confident that they had 'another thundering success from the team that brought you the Thunderbirds comics'. Considering The Jungle Book was not set to be released until the autumn, this would certainly seem to be the case.

Having already launched Pow!, which introduced Spider-Man to British readers (at least for those who did not obtain the scant Marvel imports), the following week Odhams announced another new title, Fantastic, which included a whole glut of American superheroes in the form of The Mighty Thor, The Iron Man, and The Incredible X-Men. Another reprint title from Odhams, Terrific, would follow in April, featuring The Sub-Mariner, Dr Strange, Thor the Mighty (again) and Captain America.

One can sense that, while the Thunderbirds and TV Century 21 phenomenon was still popular in the UK, this influx of a 'new genre' may have caught the imagination of boys brought up on the Anderson shows, even if ultimately Fantastic only fared as long as TV Tornado - ending in October 1968 - and Terrific notably less than that, ceasing publication in February. Pow! was marginally more fortunate, merging into Wham! before both were incorporated into the more established Smash! in September of 1968, making newsstands look a little less like a fight scene out of Batman.

Left: Secret Agent's Comp. A Winner Seen here are just a few of the 17,500 entries in the recent "Secret Agent's" competition held by "TV Tornado," published by City Magazines Ltd. The panel of judges consisted of (L to R): John Littlejohn, circulation manager, City Magazines; Harold Vinter, publicity manager, Butlin's Ltd; A.C. Smith, director and general manager, City Magazines; Mick Anglo, editor of "TV Tornado," and Aubrey Morris, editor of "Competitor's Journal." National Newsagent, 25 February 1967.

Early spring saw the first mention of more things to come from City Magazines, as advance news of the annuals they would publish in the autumn was announced. Annual Scoops For City Mags, in National Newsagent dated 4 March, indicating that among the ten annuals were two 'scoops' - 1 September would see the Monkees annual, retailing at 10s 6d, and featuring 'what is currently one of the most popular beat groups'. Following that would be Captain Scarlet, 'issued to tie-in with the television programme which inspired it... Captain Scarlet is the central character of the television series which will succeed 'Thunderbirds' and from advance information on production techniques seems set to be even more popular.'

The annual would also sell at 10s 6d, published in association with Century 21 Publishing Ltd and distributed, as ever, by World Distributors Ltd.

With a seemingly continuing series of successes under their belt, and still going from strength to strength was there anything that could possibly go wrong from here?

Version 1.1 - 01.10.06

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