Of all the literary figures created since William Caxton printed the first book in English in 1474, Sherlock Holmes is surely the most widely recognisable. This timeless character appeals to all ages and all races and the degree to which he is accepted into near folklore around the world is well documented. The brilliant, descriptive stories, written by Sir Arthur Conan Doyle which have been translated into hundreds of languages, are now taught in many schools across the globe, in Japan, USA and Europe they from part of the national curriculum; their presence helps to ensure the continuation of Holmes's place in popular culture for generations to come, creating prehaps the greatest literary brand opportunity of all time.

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