The Beverly Hills-based publisher, Phoenix Books, announced the September 2009 launch of a new children's division.

Joining the publisher's Dove imprint, the series begins with Carl Reiner's "Tell Me Another Scary Story...But Not Too Scary!", the sequel to his bestseller, "Tell Me A Scary Story." Phoenix president Michael Viner and VP of Sales/Marketing Gray Peterson will lead the new imprint.

Here's more from the release: "Peterson, who has over 15 years' experience in children's publishing, expects Phoenix Books to publish a full line of children's books by fall 2010. He will be exploring different formats to realize the children's division focus, which mirrors Phoenix Books' powerful and successful niche: entertainment media-driven books by or about celebrities."