# I-Spy (Michelin)

The I-SPY books are spotters' guides written for British children, particularly successful in the 1950s and 1960s in their original form and again when relaunched by Michelin in 2009 after a seven-year gap in publishing. A search engine set to look for images, with the words - "i-spy" News Chronicle Daily Mail Michelin, can illustrate that a range of styles was used.

## Concept

The I-SPY books are a series of around forty small volumes that have sold hundreds of thousands of copies each, totalling sales of 25 million worldwide by 2010. Each book in the I-Spy series covers a different subject, such as I-SPY Cars, I-SPY on the Pavement, I-SPY Churches, I-SPY on a Train Journey, and so on. As children spot the objects listed, they record the event in the book and gain points, varying according to how unusual the sight. In the early years of the series, completed books could be sent to Charles Warrell, (known as Big Chief I-SPY) for a feather and order of merit. The children participating in the game were known as The I-SPY Tribe, and by 1953 the I-SPY Tribe had half a million members.

## History

The company was supposedly run by a Red Indian chief called Big Chief I-Spy. The original Big Chief I-Spy was Charles Warrell, a former headmaster who created I-Spy towards the end of his working life. He retired in 1956, but lived until 1995 when he died at the age of 106. After Warrell's retirement his assistant Arnold Cawthrow became the second Big Chief, and served in this role until 1978. For part of this time he also worked as an antiques dealer in Islington. He died in 1993, and is commemorated by a stone plaque placed on the outside of the Boatmen's Rooms, the house where he spent some of his last years in Deal, Kent.
The books were originally self-published in 1948 by Charles Warrell but, after a brief period when they were published by the Daily Mail, they were taken over by the News Chronicle newspaper and based in the paper's building in Bouverie Street. The regular I-SPY column, which appeared in the News Chronicle, reverted to the Daily Mail when the News Chronicle ceased publication in 1960, and continued to appear until the late 1980s. The books have had various publishers over the years including the Dickens Press, a company set up to continue the book publishing interests of the News Chronicle, and Polystyle Publications, a publisher of children's comics.
The books became very popular, with print runs well into six figures. Big Chief I-Spy had a succession of assistants, usually known as "Hawkeye". In the early 1970s, this position was held by Ralph Mills. Earlier assistants included Max Heinz and John Tagholm. In the 1980s, following a short-lived third Big Chief, Robin Tucek. David Bellamy replaced Big Chief I-Spy as the person to whom completed books were sent, and the earlier Red Indian connections were quietly dropped.
Michelin Travel Publications acquired and published the series from 1991 until 2002 when they effectively ceased publication. There were ad-hoc sales after that date to clear stocks.
The series was relaunched by Michelin in December 2009 with 12 new titles, followed by a further 12 in Spring 2010. The Bookseller announced the launch in October 2009 with an interview with Michelin Commercial Director Ian Murray. Murray confirmed that the initial 12 titles would include I Spy Birds, Cars, Trees, On a Car Journey and On a Train Journey. The new I-Spy titles are faithful to the original concept but are fully updated and include all new colour images.
The relaunch of the books and subsequent multiple expansions of the title list suggested that their popularity is being enjoyed by a new generation of children.

## Daily Mail Series

* At the Circus
* Secret Codes
* Dogs
* In the Country
* At the Zoo – Animals
* At the Zoo – Birds and Reptiles
* Horses
* History

## National I-Spy Ranger Association Series

American editions, published by TAB Books Inc, pricing was 15c.
* On The Highway
* Animals
* Uniforms
* Dogs
* Railroads
* Sports
* Airplanes
* Buildings
* Signs & Symbols
* Automobiles & Trucks
* My Home Town
* Wheels

## News Chronicle Series

I-Spy 6d Series
These followed the same basic format as the early spotter books, as well as keeping the concept of a Big Chief I-Spy, but were issued in a more standard portrait format 4" by 5" (13cm by 10cm). Pocket sized, with thinner covers, each I-Spy title had fifty pages or so of pen drawings and descriptive text. The Daily Mail dropped their involvement after the previous series, and the new look books were launched in conjunction with News Chronicle around 1951. By 1952 the first six of the new titles were in print, with four more planned. The series was in print until 1966, with older titles refreshed every so often and updated.
The News Chronicle was taken over by the Daily Mail in 1960 and closed, but the I-SPY books were by now so popular that the Mail decided to re-associate themselves with the publication once more. The covers were redesigned to remove the News Chronicle name, but the Daily Mail logo was only seen inside the books. Around 1963 even this was removed and the titles were simply published by the Dickens Press (who printed the Mail). With all these changes, up to five distinct editions of some titles exist.
* At the Seaside
* On the Farm
* History
* On a Train Journey
* Dogs
* In the Country
* At the Zoo – Animals
* At the Zoo – Birds and Reptiles
* In the Street
* On the Road
* The Sights of London
* Horses and Ponies
* Ships and Harbours
* Boats and Waterways
* Aircraft
* Cars
* The Army
* The Wheel
* Sport
* People and Places
* Musical Instruments
* Men at Work – Building
* Antique Furniture
* The Unusual
* Road Transport
* Town Crafts
* Country Crafts
* The Sky
* People In Uniform / People
* Motorcycles and Cycles
* Bridges
* Sports Cars
* Roadmaking
* The Land
* Everyday Machines
* In Hospital
* Pets
* On the Pavement
* Churches
I-Spy Colour Series
A companion range of 1/- books, the I-Spy Colour Series was the same size and actually had the same number of pages as their 6d cousins, but used better, thicker quality paper and some inside pages in full colour. Launched probably in 1952 with the first two titles, the colour series issued two new titles each year for a while. The colour books were all natural history subjects and the aim seems to have been to emulate similar but more expensive offerings from publishers like Ladybird and Observer's. Eight titles were issued with the News Chronicle name, and only with the last did they move into more familiar I-Spy territory with In The Garden. When the News Chronicle closed, four further colour titles followed under the Dickens Press name. These were new editions of titles which had originally appeared in the 6d black and white series but been discontinued. The last title came out in 1963 and the 12 books were never numbered. The listing below is the order in which the titles were released. The covers of some of the titles were later updated, and then appeared without the News Chronicle logo.
* Birds
* Wild Flowers
* Butterflies and Moths
* Wild Fruits and Fungi
* Trees
* Insects
* In Pond and Stream
* In the Garden
* Horses and Ponies
* Zoo Animals
* Dogs
* Fish and Fishing
I-Spy Super Series
A larger format launched around 1965 initially costing 2'6 that was very short lived.
* Abroad
* All the Year Round
* Animals in Danger
* Archaeology
* At the Zoo
* British Wild Animals
* Cars
* Garden Flowers
* On a Car Journey
* On a Train Journey
* On the Seashore
* Ships and Boats

## The Dickens Press

Published from 1966 to 1972. Pricing was 1/- in 1966, 1/6 or 7.5p in 1970-71, 9p in 1971-72, 10p in 1972.
* Aircraft
* Animals at the Zoo
* Archaeology
* At the Airport*
* At the Seaside
* Birds
* Birds and Reptiles at the Zoo
* British Coins*
* Buses & Coaches*
* Butterflies & Moths
* Car Numbers*
* Cars
* Churches
* Civil Aircraft*
* Cricket*
* Dogs
* Farm Animals*
* Fishing
* Football*
* Foreign Coins*
* History
* Horses & Ponies
* In the Country
* In the Hedgerow*
* In the Street
* In the Wood*
* London from Trafalgar Square*
* Lorries & Vans*
* Military Aircraft*
* On a Car Journey
* On a Train Journey
* On the Farm
* On the Motorway*
* On the Road
* People*
* Pets
* Ships & Boats
* The Sights of London
* Signs & Symbols*
* The Sky
* Stamps*
* Starter Book*
* Trees
* Wild Flowers

## Polystyle Publications Limited

Published from 1973 to 1979. Pricing was 10p in 1973, 12p in 1973-74, 15p in 1974, 20p in 1976-77, 25p in 1977-78, 30p in 1977-79.
* Animals at the Zoo
* Archaeology
* At the Airport
* At the Seaside
* Birds
* Birds and Reptiles at the Zoo
* British Coins
* British Wildlife*
* Buses & Coaches
* Butterflies & Moths
* Car Numbers
* Cars
* Cats*
* Churches
* Civil Aircraft
* Cricket
* Dogs
* Farm Animals
* Fishing
* Football
* Gold Top
* History
* Horses & Ponies
* In Spring & Summer*
* In the Country
* In the Hedgerow
* In the Street
* In the Wood
* Industry*
* London from Trafalgar Square
* Membership and Code Book
* Lorries & Vans
* On a Car Journey
* On a Train Journey
* On the Motorway
* On the Road
* Pets
* Ships & Boats
* The Sky
* Stamps
* Starter Book
* Trees
* Wild Flowers

## Ravette Limited

Published from 1980 to 1982 before rebaranding to I-Spy with David Bellamy. Pricing was 35p in 1980, 40p in 1982.
* Animals at the Zoo
* At the Seaside
* Butterflies & Moths
* Cars
* Fish and Fishing*
* Horses & Ponies
* In Spring & Summer
* In the Country
* Membership and Code Book
* On a Train Journey
* The Sky
* Trees

## I-Spy with David Bellamy

Published from 1983 to 1987. Price was 65p in 1983, 75p in 1985.
* Archaeology
* At the Airport
* At the Art Gallery*
* Birds and Reptiles at the Zoo
* British Coins
* British Wildlife
* Car Numbers
* Cars
* Civil Aircraft
* Creepy Crawlies*
* Dinosaurs*
* Fish and Fishing
* Garden Birds*
* Garden Flowers All the Year Round*
* Mammals at the Zoo*
* Membership and Code Book (75p)*
* Night Sky
* On a Car Journey
* On a Day at the Seaside*
* On a Train Journey
* On the Farm
* Pets
* Pond Life*
* Supermarkets*
* Trees
* Wild Flowers
Hardback Specials
* David Bellamy's I-Spy Book of Nature 1985*
* I-Spy with David Bellamy Book of Nature (1986)*
* David Bellamy's I-Spy Book of Nature 1988*

## Michelin Series

Original Launch (February 1991 to May 2000)
Includes four "Mini Atlases" and a special colour edition for the opening of the Channel Tunnel. Price was 99p in 1991, £1.25 in 1992-3, £1.50 in 1996, £1.99 in 1999.
* Above Your Head*
* Aircraft
* At the Airport
* At the Seaside
* Below Your Feet*
* Bicycles*
* Big Diggers & Working Machines*
* Birds
* Birds of Prey & Owls*
* Buses & Taxis*
* Butterflies & Moths
* Caravans & Motor Caravans
* Cars
* Cars II*
* Castles*
* Cathedrals, Abbeys & Churches*
* The Channel Tunnel*
* Classic Cars*
* Computers*
* Creepy Crawlies
* Dinosaurs & Prehistoric Animals
* Dogs
* Fishing & How To Do It*
* Flags*
* Football
* Ghosts, Mysteries & Legends*
* Green Britain*
* Hadrian's Wall*
* History
* Horses & Ponies
* In France*
* In Scotland*
* In the Country
* In the Lake District*
* In the Night Sky*
* In the Town*
* Inn Signs*
* London* (96 pages)
* Michelin Mini Atlas Britain*
* Michelin Mini Atlas France*
* Michelin Mini Atlas Italy*
* Michelin Mini Atlas The World
* Minerals, Rocks & Fossils*
* Motorcycles*
* Motor Sport*
* Music*
* Nature*
* On a Car Journey
* On a Car Journey II*
* On a Car Journey in France*
* On a Ferry*
* On a Train Journey
* On the Motorway & Car Numbers*
* On the Seashore*
* Pets
* Ships & Boats
* Sports*
* Steam Engines & Locomotives*
* Stonehenge & Historic Wessex*
* Surrey*
* Trees
* Trucks & Trucking*
* Trucks & Working Vehicles*
* The Weather*
* Wild Flowers
* Zoos & Wildlife*
The I Spy Guide To (1996)
Thicker, colour books costing £4.99.
* I-Spy Guide To Aircraft*
* I-Spy Guide To Cars*
* I-Spy Guide To Insects*
* I-Spy Guide To Wild Flowers*
Relaunch (November 2009 to July 2013)
Includes three boxed sets (one of which is made up of 70 individual cards). Price was £2.50 in 2011, £2.99 in 2012.
* Aircraft
* Ancient Britain*
* Animals*
* At the Airport
* At the Seaside
* Bath*
* Birds
* Book of Facts*
* Brooklands Museum*
* Cambridge*
* Camping*
* Car Badges*
* Car Collection (4-book boxed set containing Cars, Car Badges, Classic Cars, Every Vehicle on the Road, Notebook)
* Cars
* Castles & Battles*
* Classic Cars
* Cool Cars*
* Cotswolds*
* Creepy Crawlies
* Dinosaurs & Prehistoric Animals
* Dogs
* Edinburgh*
* Every Vehicle on the Road*
* Explore London* (128 pages)
* Flags
* Football Grounds*
* Goodwood Festival of Speed*
* 'Great' Britain*
* Green Britain
* High Weald: Things to spot in the countryside of Kent, Sussex & Surrey*
* History
* In the Countryside
* In the Garden
* In the Street
* Isle of Wight*
* Kings & Queens*
* Lake District*
* London
* London's Transport*
* Minerals, Rocks & Fossils
* Mini World Atlas*
* Modern Britain*
* National Portrait Gallery*
* Nature
* Nature Collection (4-book boxed set containing Nature, In the Garden, Trees, Wild Flowers, Notebook)
* The Night Sky
* Notebook*
* On a Car Journey
* On a Car Journey in France*
* On a Ferry
* On a Road Trip*
* On a Train Journey
* On the Motorway
* On the Water*
* Out & About Car Set (boxed set of 70 cards and Notebook)
* Oxford*
* Paris*
* People & Places
* RHS Garden Wisley*
* Scottish Nature*
* Sports & Games*
* Trees
* Wild Flowers
* Working Vehicles*

## Collins Michelin

What can you spot? (2016 to 2018)
Price was £2.99.
* At the Airport
* At the Gallery
* At the Museum*
* At the Seaside
* At the Shops*
* At the Zoo
* Birds
* Butterflies & Moths
* Camping
* Car Badges
* Cars
* Cool Cars
* Creepy Crawlies
* Dogs
* Every Vehicle on the Road
* Flags
* Football Grounds
* Garden Birds
* Holiday Sticker Book*
* In the City*
* In the Countryside*
* In the Garden
* In the Night Sky
* In the Street
* London
* Nature
* On a Car Journey
* On a Car Journey in France
* On a Ferry
* On a Road Trip
* On a Train Journey
* On the Motorway
* Something Beginning With...*
* Trees
* Wild Flowers
Spy It! Score It! (2020-23)
Price is £3.99.
* At the Airport
* At the Seaside
* Autumn*
* Birds
* Butterflies & Moths
* Camping
* Car Badges
* Cars
* Castles
* Christmas*
* Churches & Cathedrals*
* Cool Cars
* Creepy Crawlies
* Dogs
* Every Vehicle on the Road
* Fossils & Rocks
* Garden Birds
* Horses & Ponies
* In the Countryside
* In the Garden
* In the Night Sky
* In the Park*
* In the Woods
* Ireland*
* London
* Nature
* On a Car Journey
* On a Car Journey in France
* On a Road Trip
* On a Train Journey
* On a Walk*
* On the Farm
* On the Motorway
* Rivers & Canals*
* Scotland*
* Spring*
* Summer*
* Trees
* Wales*
* Wild Flowers
* Winter*
Spy It! Solve It! (2020)
Price is £6.99.
* At the Airport Activity Book*
* At the Seaside Activity Book*
* In the Countryside Activity Book*
* On a Car Journey Activity Book*
* On a Train Journey Activity Book*
Do It! Score It! (2022-23)
Price is £7.99.
* Countryside Challenge*
* Garden Challenge*
* Nature Challenge*
* Seaside Challenge*
Spy It! Stick It! (2022-23)
Price is £4.99.
* My First Birds*
* My First Farm*
* My First Journey*
* My First Minibeasts*
* My First Park*
* My First Seaside*
* My First Things That Go*
* My First Wildlife*

## I-SPY for Grown Ups

Spoof series released by HarperCollins in 2016.
* Signs and Instructions You Must Obey
* The UK While It Lasts
* At the School Gate
* Pets When Human Friendship Is Not Enough