Penguin said they were planning a celebration of 007 in 2008, and it looks like they weren’t kidding.

The Bookseller reports that Penguin has set a UK hardback sales target of 250,000 copies for Devil May Care, the new James Bond novel by Sebastian Faulks due for release in May 2008 in honour of Ian Fleming’s centenary.

Additionally, the publisher has revealed that brand new hardback editions of all 14 of the original Fleming Bond novels are also on the way. To be published as part of the new Penguin 007 imprint, each title will retail for £14.99.

Penguin General m.d. Tom Weldon discussed the company’s world domination plans for 28 May 2008–the day Devil May Care hits sheves–with retailers last night: ‘Sebastian has written a tour de force… it is everything we hoped for and a couple of Martinis more.’ He promised an unmissable marketing and publicity campaign. ‘Imagine a speedboat coming down the Thames with the first copy… imagine [Penguin marketing chiefs] Joanna Prior and Naomi Fidler in gold lamé swimsuits abseiling down the building.’

Those in attendance were given a glimpse of the book’s cover, which was designed by The Partners and ‘features a single iconic image.’ The Partners is a London based brand agency whose clients include luxury brands such as Jaguar, De Beers, Harrods, and Sax Fifth Avenue.

Describing the novel, Faulks said he had retained about 80% of Fleming’s style and avoided deep psychological portraits. ‘It’s a period adventure in which I’ve tried to capture a playful spirit. This is not Bond meets Charlotte Gray… my Bond has no inner life.’ Favourite characters Felix Leiter and Miss Moneypenny will also both make a return.

• Order the UK hardback edition of Devil May Care from Amazon.co.uk
• Order the US hardback edition of Devil May Care from Amazon.com
• Order the US audiobook edition of Devil May Care from Amazon.com
• Order the US large print edition of Devil May Care from Amazon.com

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