THE NEWS CHICK BLOG

A mouse in the Starbucks empire

Nov 29, 2010, 2:50 AM | Updated: Mar 28, 2011, 3:46 pm

Starbucks is known around the world for its coffee, but somehow a mouse who writes stories with its tail fits into the coffee company’s empire.

Earlier this month Starbucks Corp.’s shares hit their highest point in more than two years ($31.15) after the company reported its fourth-quarter net income almost doubled and it increased its fiscal 2011 earnings forecast. Starbucks quarterly earnings spiked to 37 cents per share, with revenue up 17 percent to $2.84 billion. That was better than analysts expected. For 2011, Starbucks now anticipates earnings of $1.41 to $1.47 per share, and the company plans to open 500 new stores by October of next year.

With all this growth, why is Starbucks introducing a children’s book?

HuxleyThe book is The Mouse Writer , written by Starbucks partner Ethan Johnson, was introduced this holiday season with a plush character. The slightly chubby mouse Huxley is a tiny part of the company’s overall strategy to create a cozy, welcome environment in their stores for sharing.

Meet the author, his character Huxley, and find out how they fit into the company’s future in an interview on my podcast page .

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A mouse in the Starbucks empire