By then deeply in debt from the publication of "The Anvil" and the production costs of the dummy, Morris formed Anvil Productions Ltd. Its prospectus declared: "The Company proposes to publish a new children's coloured 'comic' paper, which will be of a much higher and more mature quality than anything published in England and in appearance and format will be modelled more on the American comic papers which are so far in advance of our own." Initially he sought to keep the project under his control, but his escalating debts forced him to try to sell the idea. To that end, he made several trips to London, where—armed with the dummy—he pitched his idea to several Fleet Street publishers. He met John Myers at Hulton Press, who referred him to Montague Haydon at Amalgamated Press. He then met Neville Pearson at George Newnes, Ltd., whose executives claimed that the publication was "not an economic proposition". The US comics reprinter Boardmans was next, followed by Mike Wardell of the "Sporting Record". Neither "The Times" nor "The Daily Telegraph" were interested, and at "The Sunday Times" the personal assistant to Gomer Berry, 1st Viscount Kemsley, presumed that Morris was asking for a charitable donation. In autumn 1949 however, Hulton Press contacted Morris with the instruction "definitely interested do not approach any other publisher".