Famous Five parodies boost WH Smith Christmas sales

Sales of spoof Famous Five and Ladybird books helped WH Smith (LSE: SMWH.L - news) report strong Christmas trading.

Shares (Berlin: DI6.BE - news) in the retailer rose 7% as it said full-year profit growth would be slightly ahead of target.

It was helped by the popularity of titles such as Five on Brexit Island and Five Go on a Strategy Away Day - gentle parodies which reimagine Enid Blyton's characters.

The book series follows the success of Ladybird book spoofs for adults.

WH Smith, which operates 1,300 stores, mainly in the UK, said like-for-like sales rose 1% in the 21 weeks to 21 January.

In its travel unit, comprising outlets at airports, railways and motorway service stations, sales were up 5% - partly helped by the fall in the pound boosting the value of revenues from overseas sites.

The retailer's high street operation saw sales down 3% - though the group tends to be less concerned by this measure and instead point to profit margins, which grew in the period.

WH Smith said performance was boosted by promotions on seasonal stationery and "good sales of spoof humour books".

But this was offset by comparison with last year when it was boosted by the new craze for adult colouring books.

Chief (Taiwan OTC: 3345.TWO - news) executive Stephen Clarke said: "As a result of the performance in travel we expect group profit growth for the year to be slightly ahead of plan."