Peter and Jane and the £300 Ladybird: Millions were printed, but iconic books soar in value in centenary year 

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The Ladybird book is celebrating its centenary this year – with a wave of nostalgia pushing up values of these childhood favourites.

For many people now in their 40s, 50s and 60s, bedtime as a child often meant being read an extract from The Three Little Pigs, The Magic Porridge Pot or The Elves And The Shoemaker.

Indeed, they have gone on to read these same stories to their own children or grandchildren. Without internet distractions, Ladybird books also kept children entertained during the day – with a Book Of Things To Make and the series of How It Works and Adventures From History.

A bird in the hand: Helen Day owns 1,500 Ladybird books and runs a dedicated website

But perhaps most memorable of all were the perfect children Peter and Jane and their dog Pat – keeping us company as we learned to read and write on a Ladybird ‘key words reading scheme’.

Many Ladybird editions were so popular, they were later printed in their millions so most surviving books are now worth no more than a fiver. But find a rare copy or first edition and it can be worth hundreds of pounds.

Collector Helen Day, 51, from Harpenden, Hertfordshire, owns more than 1,500 Ladybird books. She says: ‘I was brought up reading these books and their idyllic and optimistic view of the world continues to captivate me. These days I do not settle down with a Ladybird book to enjoy a good read, but to admire it for the fascinating social history.’

The teacher trainer adds: ‘The artwork is amazing and demonstrates how people wanted to see themselves in an era when political correctness or multiculturalism were not on the agenda. In the Peter and Jane books, Jane used to help her mum around the house but she later got rid of the dress and became a bit of a tomboy wearing jeans. People forget Peter also liked skipping and flowers.’

Life for the Ladybird book began in 1915 during the First World War when print firm Wills & Hepworth, based in Loughborough, Leicestershire, started publishing ‘pure and healthy literature’ for children after a fall in demand for its car brochures.

The first books published under the Ladybird label were Tiny Tots Travels and Hans Christian Andersen’s Fairy Tales – and these can now command more than £100. But it was not until 1940 after it adopted a pocket-sized format, that the Ladybird we now know and love was born.

The size was used because paper was in short supply and the printers realised a 56-page book could be made from a single sheet of 40 inches by 30 inches of paper. This made books affordable as a pocket money treat at two shillings and sixpence – half a crown (12.5p).

The first Ladybird pocket-sized book, published in 1940, was Bunnikin’s Picnic Party. It was written and illustrated by Angusine Jeanne Macgregor – later with revised verse added by Walter Perring. There were many reprints but the first editions came with dust jackets and had an illustration pasted on to the cover. They now fetch more than £50. It was also the first Ladybird to be given a code – Series 401.

The initial two digits represented the year published while the last number was its place in an original series of eight. This series included classics such as the well-loved Piggly Plays Truant in 1946, also illustrated by Macgregor and with verse by Perring. Although first editions can reach three figures, later second editions with a dust jacket from the same year can be bought for £20.

Other series soon followed – including The Adventures Of Wonk and The Impatient Horse. These did not sell so well and there were fewer reprints as a result. This means surviving books are rare and valuable. First editions in pristine condition can command prices up to £300.

Catriona Charlesworth, at children’s book specialist Stella & Rose’s in Tintern, Monmouthshire, says: ‘To the untrained eye it can be tricky finding out if you have a Ladybird first edition or not.

‘The publication date helps but do not be misled by the “first published” date on the title page as this does not guarantee you have a first edition. But there are clues that can help. For example, in 1961 the Ladybird logo changed from an open to a closed winged ladybird while in 1965 the dust jacket was abandoned in favour of a matt board cover.’

Catriona says the book’s condition is key and that a dust jacket can add ten times to the value.

Helen believes the allure of the Ladybird books has a lot to do with their use of beautiful illustrations. Among her favourite artists involved in bringing Ladybird books to life are Martin Aitchson, Harry Wingfield, John Berry, Robert Lumley and former Dan Dare artist Frank Hampson.

Original artwork from these illustrators can cost anything from a few hundred pounds to more than £1,500 with values rising all the time. Helen provides details of available art and books on her website Ladybird Fly Away Home and on Twitter at @LBFlyawayhome.

She adds: ‘The colourful illustrations certainly captured the imagination of inquisitive minds but it was not until the 1960s that Ladybird really took advantage of this with more educational books – and this helped boost their appeal.’

It is not just youngsters who can learn from the library of Ladybird books. The Holy Grail for collectors is a How It Works book The Computer (Series 654) printed in 1971.

Allegedly, a limited edition of 100 copies of this book were printed in plain brown covers for the Ministry of Defence to prevent staff knowing they were learning from a Ladybird book. Find one of these in your attic and you can name your own price.

Later fairytale classics can also fetch good money – but only if in excellent condition and first editions. The Magic Porridge Pot from 1971 (Series 606D), written by Vera Southgate and illustrated by Robert Lumley, can sell for £30 – as can The Enormous Turnip first edition from 1970 that was also written by Southgate and illustrated by Lumley.

There is no market in modern Ladybird books. Sadly, by the 1980s photographs instead of illustrations started to be used and demand for Ladybirds fell.