The VeggieTales brand was showcased at the Simon & Schuster booth at CBA Advance this week. Characters Bob the Tomato and Larry the Cucumber were present at the booth for photo opportunities, and gift baskets were given away to retailers. A partnership between the companies to produce new coloring and activity books was due to be announced at the conference; however, legal details have not yet been finalized, according to Jeff Atwood of Smith Management Partners & Walnut Grove Press.

Simon & Schuster entered the Christian market in 2005 with book imprint Little Simon Inspirations, which is endorsed by Max Lucado.

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