Western Publishing
American publishing and printing company best known for children’s books, comics, games, and the Little Golden Books series.
Last updated October 14, 2026
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Overview
Western Publishing was an American publishing, printing, and consumer-products company founded in Racine, Wisconsin, in 1907. It grew from a small commercial printer into one of the largest producers of children’s books, comic books, paper-based games, puzzles, playing cards, educational materials, and licensed entertainment merchandise in the United States. Its corporate identity changed several times: it began as the West Side Printing Company, became Western Printing and Lithographing Company in 1910, adopted the Western Publishing Company name in 1960, and became Golden Books Family Entertainment in 1996. The company’s rise was built on a combination of manufacturing capacity, direct marketing, proprietary juvenile publishing, and licensing. In 1916, Western acquired Hamming-Whitman Publishing Company and created Whitman Publishing Company as a subsidiary. Whitman became a major source of children’s books, games, puzzles, playing cards, coin-collecting products, crayons, gift wrap, and related goods. During the 1920s and 1930s, Western expanded into boxed games, jigsaw puzzles, stationery, greeting cards, and the inexpensive Big Little Books format. Its publishing strategy emphasized affordable products that could be sold broadly through retailers rather than relying only on traditional book channels. Licensing became central to the business. In 1933, Western obtained exclusive book rights to Walt Disney characters, and from 1938 to 1962 it worked with Dell Publishing to produce color comic books featuring Disney and other licensed characters. Western also developed relationships with Simon & Schuster, studios in Hollywood, and later children’s television producers. These arrangements gave the company access to recognizable characters while its printing and distribution infrastructure made mass-market production possible. Western’s best-known achievement was the creation of Little Golden Books. Developed in collaboration with Simon & Schuster personnel and the Artists and Writers Guild, the series was designed to offer colorful, durable children’s books at a substantially lower price than many competing titles. The first twelve books appeared in 1942 and sold rapidly, establishing a durable publishing franchise. The company subsequently expanded into encyclopedias, educational books, activity books, cookbooks, television tie-ins, games, puzzles, and promotional publishing. Golden Books products became a familiar part of American family retailing and were translated for markets outside the United States. By the postwar period, Western combined publishing with large-scale commercial printing. It operated plants in Wisconsin, New York, Missouri, Maryland, and elsewhere, printed periodicals and books for outside clients, and manufactured games and paper products. Direct marketing grew particularly important in the 1970s through programs such as Betty Crocker recipe cards. Western also produced products connected with Sesame Street, Disney, Trivial Pursuit, and other licensed properties. The company’s expansion created scale but also exposed it to labor costs, plant closures, changing retail economics, and the financial pressures of acquisitions. Mattel acquired Western in 1979, but the combination performed poorly amid difficulties at both companies. Western was sold in 1983 to real-estate investor Richard A. Bernstein, who reorganized it as Western Publishing Group. Bernstein expanded sponsored publishing, home video, licensed games, and specialty products, and took the company public in 1986. Western remained a significant publisher and manufacturer during the late twentieth century, but its corporate structure and ownership continued to change. In 1996, the business became Golden Books Family Entertainment. Following bankruptcy, the company’s assets were purchased in 2001 by Classic Media and Random House. Little Golden Books continued under Random House, now Penguin Random House, while Golden Guides and Golden Field Guides later became associated with St. Martin’s Press. The original Western Publishing company therefore no longer operates as an independent brand, although several of its publishing imprints and catalogs survive.
History
Western Publishing began in 1907 when Edward Henry Wadewitz purchased the financially troubled West Side Printing Company in Racine, Wisconsin. He brought in experienced printer Roy A. Spencer, expanded the workforce and equipment, and renamed the business Western Printing and Lithographing Company in 1910 after acquiring a lithographic press. The company initially handled commercial printing but soon moved toward publishing and manufacturing products for children. In 1916, Western acquired Hamming-Whitman Publishing Company and created Whitman Publishing Company. The new subsidiary liquidated Hamming-Whitman’s remaining inventory and became an important juvenile-products operation. Sam Lowe joined Western that year and promoted the idea of inexpensive children’s books that could be sold throughout the year. Western later added boxed games and jigsaw puzzles, purchased the Sheffer Playing Card Company to create Western Playing Card Company, and acquired Stationer’s Engraving Company of Chicago. The Depression encouraged Western to concentrate on inexpensive entertainment. Whitman puzzles became popular, while Big Little Books, introduced in 1932, presented illustrated stories in a compact low-price format. The first title was based on Dick Tracy. In 1933, Western won exclusive book rights for Walt Disney characters. It subsequently worked with Dell Publishing on licensed color comics from 1938 through 1962 and maintained relationships with publishers, studios, and character owners. Western also established an Artists and Writers Guild in New York to develop children’s titles and opened a West Coast office to work more closely with entertainment studios. The Little Golden Books concept emerged in the early 1940s from Georges Duplaix and colleagues at the Artists and Writers Guild, in cooperation with Simon & Schuster personnel. The goal was a durable, colorful book that families could buy at a much lower price than conventional children’s books. The first twelve titles were released in 1942 at twenty-five cents each. Their immediate success created one of the most durable children’s publishing lines in the United States. During World War II, Western also produced maps for the U.S. Army Map Service and supplied books and playing cards for overseas use. After the war, Western enlarged its printing network and diversified its publishing operations. It acquired or built plants in St. Louis, Hannibal, Missouri, Cambridge, Maryland, and other locations. The company bought Guild Press, Kable Printing, Capitol Publishing, Watkins-Strathmore, and Skil-Craft Playthings, while Whitman continued producing books, games, cards, crayons, gift wrap, and numismatic products. Western’s relationship with Disneyland included sponsorship of the Story Book Shop on Main Street, U.S.A., and an ownership interest in Disneyland, Inc. through its partnership with Dell and Simon & Schuster. At the end of the 1950s, Western and Pocket Books jointly formed Golden Press after purchasing Golden Book properties from Simon & Schuster. Western handled creation and manufacturing of children’s books, while Pocket Books initially handled promotion, sales, and distribution. Western bought Pocket Books’ interest in 1964. Golden products expanded into encyclopedias and educational publishing; the Golden Book Encyclopedia was especially successful. By the 1960s, Western described itself as a leading producer of children’s books, comics, games, and paper-based consumer products, while commercial printing remained a substantial part of revenue. The company encountered legal and operational challenges during the 1960s and 1970s. In 1967, the Justice Department charged Golden Press and other publishers with illegal price fixing involving library editions of children’s books. The publishers entered a consent judgment prohibiting collusive bidding and related conduct. Western also faced the costs of computerized typesetting, a lengthy strike, plant closures, and workforce reductions. Nevertheless, direct marketing and licensed products supported expansion. The Betty Crocker Recipe Card Program became a major direct-marketing operation, and Western produced Golden Books connected with Sesame Street and other entertainment properties. It also manufactured and distributed Trivial Pursuit and other games. Mattel acquired Western in 1979. The combination did not meet expectations, and Western was sold in 1983 to Richard A. Bernstein, who reorganized it as Western Publishing Group. Bernstein pursued home video featuring Golden Books characters, licensed games for companies such as Tonka and Hasbro, and sponsored publishing that incorporated corporate brands into storybooks and promotional materials. Penn Corporation was acquired in 1986, and Western Publishing Group was taken public that year. Western later became Golden Books Family Entertainment in 1996. The business ultimately entered bankruptcy, and in 2001 its assets were acquired jointly by Classic Media and Random House. The Little Golden Books catalog continued under Random House and later Penguin Random House. Golden Guides and Golden Field Guides were subsequently published by St. Martin’s Press. The independent Western Publishing company is therefore defunct, but its most recognizable publishing properties remain active through successor imprints.
- 2001
Assets acquired after bankruptcy
[1]Classic Media and Random House jointly acquired Golden Books Family Entertainment’s assets in a bankruptcy auction.
- 1996
Renamed Golden Books Family Entertainment
[1]The corporate business adopted the Golden Books Family Entertainment name.
- 1986
Western Publishing Group goes public
[1]The reorganized company completed a public offering while expanding licensed and sponsored publishing.
- 1983
Sold to Richard A. Bernstein
[1]Western was sold by Mattel and reorganized as Western Publishing Group.
- 1979
Acquired by Mattel
[1]Mattel purchased Western in a cash-and-stock transaction.
- 1971
Sesame Street publishing agreement
[1]Western agreed with Children’s Television Workshop to produce Golden Books featuring Sesame Street characters.
- 1967
Consent judgment in children’s-book price-fixing case
[1]Golden Press and other publishers agreed to restrictions on collusive bidding and price-fixing practices.
- 1964
Western acquires Pocket Books’ Golden Press interest
[1]Western bought Pocket Books’ half-share in Golden Press, consolidating control of the Golden Book business.
- 1960
Western Publishing Company name adopted
[1]The company adopted the Western Publishing Company name and issued common stock.
- 1958
Golden Press formed
[1]Western and Pocket Books jointly acquired Golden Book properties and formed Golden Press.
Products and positioning
Mass-market, family-oriented publisher and manufacturer offering affordable children’s books, licensed entertainment products, educational materials, games, puzzles, and related paper goods.
Children’s books · 1942
Little Golden Books
Western’s signature series of affordable, illustrated children’s books. Launched in 1942 with twelve titles, the line used colorful production, sturdy bindings, and low pricing to reach a broad family audience. It became a long-running platform for original stories, classic tales, educational subjects, and licensed characters. The imprint survived the company’s later ownership changes and remains associated with Penguin Random House.
Children’s books · 1932
Big Little Books
A compact, inexpensive illustrated-book format introduced during the Great Depression. Big Little Books adapted popular characters and stories into small hardbound volumes intended as accessible entertainment. The format demonstrated Western’s ability to combine licensing, mass production, and low retail prices.
Reference books · 1960
Golden Book Encyclopedia
A multi-volume children’s encyclopedia published by the Golden Book operation. Introduced in 1960, it achieved substantial circulation and extended Western’s children’s publishing business beyond picture books and licensed entertainment into reference and educational products.
Nature and field guides
Golden Guides
Illustrated compact guides covering nature and related subjects. The line became part of the broader Golden Book catalog and was later published by St. Martin’s Press after Western’s corporate dissolution and asset transfers.
Juvenile and hobby products · 1916
Whitman Publishing products
Whitman produced a wide range of children’s and adolescent books, puzzles, games, playing cards, coin-collecting books and cards, crayons, and gift wrap. Its breadth made it one of Western’s principal consumer-product divisions and helped connect publishing with retail merchandise.
Licensed publishing · 1933
Licensed Disney books and comics
Western published books and, with Dell, color comic books based on Disney and other licensed characters. The Disney relationship began in the 1930s and helped establish the company’s long-term model of combining entertainment licenses with high-volume printing and distribution.
Licensed children’s books · 1971
Sesame Street Golden Books
Books featuring Sesame Street characters produced through an agreement with Children’s Television Workshop. The line extended Western’s licensing strategy into educational television and helped connect its Golden Books format with a major preschool property.
Games
Trivial Pursuit and tabletop games
Western manufactured and distributed Trivial Pursuit and other tabletop games, alongside puzzles, playing cards, craft kits, and novelty products. Games were an important complement to its book business and made use of Western’s printing, assembly, and distribution infrastructure.
Controversies
1967
Children’s-book library-edition price-fixing case
The U.S. Justice Department charged Golden Press and seventeen other publishers with illegally fixing prices for library editions of children’s books. The companies accepted a consent judgment barring rigged bids and collusion with wholesalers in sales to schools, libraries, and government agencies.
Marketing campaigns
- 1985Golden Books home video
United States
Under Richard A. Bernstein, Western introduced videocassettes featuring Golden Books characters, extending the brand from printed products into home entertainment.
Outcome. Eight videocassette titles shipped a reported 2.5 million units.
- 1976Betty Crocker Recipe Card Program
United States
Western used direct mail to distribute recipe cards to a large consumer base, integrating publishing, food-related content, and recurring subscription-style purchasing.
Outcome. Direct marketing became a significant part of Western’s consumer-product sales and supported strong growth during the decade.
- 1955Story Book Shop at Disneyland
United States
Western partnered with Dell Publishing and Simon & Schuster in sponsoring the Story Book Shop on Main Street, U.S.A., at Disneyland.
Outcome. The shop operated from Disneyland’s opening until 1995 and reinforced Western’s connection between publishing, licensed characters, and family entertainment venues.
- 1942Little Golden Books launch
United States
Western and its publishing partners introduced twelve inexpensive, brightly illustrated children’s books. The launch used a large print run and broad retail distribution to position quality-looking children’s books as an everyday family purchase.
Outcome. Three editions totaling 1.5 million copies sold out within five months, creating Western’s most enduring franchise.
Brand decisions
2001
Sell Golden Books assets through bankruptcy auctionM&ABackground
Golden Books Family Entertainment was operating under bankruptcy protection and its publishing and entertainment assets required a new ownership structure.
Action taken
Classic Media and Random House jointly acquired the assets at auction.
Aftermath
Little Golden Books continued under Random House and later Penguin Random House, while Golden Guides and Golden Field Guides moved to St. Martin’s Press.
1996
Adopt Golden Books Family Entertainment identityStrategyBackground
Golden Books had become the most recognizable consumer-facing publishing identity within the broader Western business.
Action taken
The company changed its corporate identity to Golden Books Family Entertainment.
Aftermath
The Golden Books business later entered bankruptcy and its assets were divided among successor owners.
1983
Sell Western to Richard A. BernsteinM&ABackground
Mattel faced financial pressures, while Western had suffered from plant closures, operating losses, and restructuring costs.
Action taken
Mattel sold Western to New York real-estate investor Richard A. Bernstein, who reincorporated it as Western Publishing Group.
Aftermath
The company expanded into sponsored publishing, home video, licensed games, and specialty products before returning to public ownership.
Sale consideration. $75 million plus assumed liabilities (1983)
1979
Sell Western to MattelM&ABackground
Western had a broad consumer-products portfolio spanning books, games, printing, and licensed entertainment.
Action taken
Mattel acquired Western in a cash-and-stock transaction.
Aftermath
The acquisition ended Western’s independence, but Mattel later sold the company after the combination performed poorly.
Acquisition consideration. $120.8 million (1979)
1964
Buy Pocket Books’ share of Golden PressM&ABackground
Golden Press had experienced weaker sales and losses in the early 1960s, while Western’s partnership structure limited its control over the business.
Action taken
Western acquired Pocket Books’ half-share using 276,750 Western common shares.
Aftermath
Western consolidated ownership of Golden Press and assumed greater responsibility for sales and distribution of children’s Golden Books.
Value of common shares issued. Nearly $7.4 million (1964)
1942
Launch Little Golden Books at twenty-five centsProduct launchBackground
Western and its partners wanted a durable and attractive children’s book priced below many competing titles.
Action taken
The partners increased the planned print run and released the first twelve Little Golden Books at a low mass-market price.
Aftermath
The initial editions sold out rapidly and established the series as Western’s core publishing franchise.
1916
Acquire Hamming-Whitman and establish Whitman PublishingM&ABackground
Hamming-Whitman Publishing Company was unable to pay its bills and left Western with substantial book inventory.
Action taken
Western acquired the company and organized Whitman Publishing Company as a subsidiary.
Aftermath
Whitman became a major Western unit spanning juvenile books, games, puzzles, cards, hobby products, and gift items.
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