But the trade name 'Ladybird' was first used by Wills and Hepworth some time before that - when the commercial printing company started to publish rather rough and ready children's books when there was little other work around. You can find a picture of a typical pre-1940s Ladybird Books here:
Apparently the establishment of the brand is the centenary in question.
In addition, and I think co-incidentally, the One Show - BBC1, has latched on to ITA. The post I did about ITA Ladybird Books has consistently attracted more comments than anything else I've written, which just goes to show how little there must be out there on this fascinating topic. Here was my original post.
I'll keep you posted about further programmes as I find out more about the breeze rippling the Ladybird pond at the moment.