I-Spy

The I-SPY books are spotters' guides written for British children, and 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.

The I-SPY books consisted of around forty small volumes that sold in hundreds of thousands of copies each, totalling sales of 25 million worldwide to 2010. Each book in the I-Spy series covered 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 spotted the objects listed, they recorded the event in the book, and gained points, varying according to how unusual the sight. Once the book was complete, it could be sent to 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.

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 head master 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 by Charles Warrell but, after a brief period when they were published by the Daily Mail, they were taken over by the now defunct 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, 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.

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Wikipedia