Otfried Preußler gave German-language children’s books a new character after the Second World War. At the same time as new developments in the field of literature occurred, publishers and booksellers were faced with new challenges as the German economy regained strength, and marketing in particular had to be reorganised. Preußler’s books provide an example of book advertising from the 1950s onwards, in which the characters were strongly emphasised, particularly in addressing the final target group, but aspects of saleability, materiality, and suitability for schools were also addressed. Preußler’s success continues to this day, and many of his books are now marketed as classics. They are carefully adapted to the viewing habits of children, and there is also a diversification of products, with picture books being produced for younger children, for example.