From The Guardian:
Q: Why are book titles sometimes changed depending on country of publication (for example, Harry Potter and the Philosopher’s Stone in the UK/Sorcerer’s Stonein the US) and what factors are considered when making a title change?
. . . .
A: From Rebecca McNally, editorial director of the children’s division at Bloomsbury Publishing.
There is a little bit of magic in a good title. It must entice and intrigue potential readers. Titles are the “word” in a “word-of-mouth” bestseller. Until recently, changes were common – for commercial reasons, cultural sensitivity or because of a pre-existing book with a similar moniker. And really, it did not matter unless/until a film came out that favoured one title over the other, which was a nice problem to have.
Children’s books have been particularly prone to transatlantic title shifts: Philip Pullman’s Northern Lights became The Golden Compass; Jennifer Donnelly’s US bestseller A Northern Light became A Gathering Light; Diana Wynne Jones, Anne Fine and Dick King-Smith all found that a title beloved of British children was deemed unenticing elsewhere. Who knows why Where’s Wally? became Where’s Waldo?, but it worked. Legend has it that 20 years ago Philosopher’s Stone was considered a little arcane in America and so, no one knowing quite what a phenomenon lived within its covers, Harry Potter and the Sorcerer’s Stone was published a year after UK readers first met the boy wizard.
Link to the rest at The Guardian