Self-published authors have historically not been sought-after by manufacturers and retailers looking for licensed IP to feature on their products. But things have changed. Self-published authors can generate significant sales and awareness levels publishing independently online, catching the attention of consumers and eventually potential licensees. In addition, manufacturers and other partners are increasingly comfortable working with independent content creators in general, as influencers and others who operate outside of traditional business models gain traction.
A few examples of self-published authors who have recently launched licensing efforts include:
- Mary Nhin. The author of the Ninja Life Hacks series sold more than one million books in about two years on Amazon. The Brand Liaison began representing the property, which promotes emotional well-being, for licensing in early 2021. Deals signed since then have included Insight Editions for activity books, conversation cards, and board books; Fun World for role-play costumes; Fashion Angels for journals, posters, sticker books, and classroom decor; and PEI Group for weighted blankets and other sensory products. The first Ninja Life Hacks merchandise launched at Walmart in March 2022. The Brand Liaison is also working with Balchem to help it secure partners for healthy food products.
- Diane Alber. Alber’s A Little Spot books have also sold more than one million units on Amazon, across 50 titles. She retained Surge Licensing to represent her work in late 2020, and just signed Tomy International as her global toy licensee, in a deal announced May 3 of this year. The agreement focuses on playthings for preschoolers. Like Ninja Life Hacks, the property focuses on social-emotional content. In addition to A Little Spot, Alber’s properties include the Scribble characters—rooted in her first children’s book, I’m Just a Scribble, in 2017—and the Unicorn characters.
- Christian Lee Hall. Represented by The Bunker Media Group, Hall is the creator of the 2nd Coming Comix Universe. 2nd Coming is a world of more than 200 characters, mostly African-American. Lee has been creating characters since 1996, ultimately self-publishing his titles, which include All Out War, Exposed, AfterShock, and the multi-title Vasion series. Bunker will be introducing Hall’s universe for licensing and entertainment productions at Licensing Expo 2022 this month.
Comic book creators such as Hall have had a bit more of a track record of launching licensing programs as independent creators over the years than book authors have. But the latter can now add themselves to the list of self-published content creators who can earn enough traction on their own, without a gatekeeper, to attract the eyes of manufacturers, retailers, and other commercial partners.
If you are interested in licensed publishing news, subscribe to Publishers Weekly’s free online newsletter, PW Children’s Bookshelf, where Karen Raugust’s Licensing Hotline columns appear regularly. To see a list of Karen’s work for PW, visit her author page.
Also, a heads-up that Raugust Communications’ monthly e-newsletter comes out next Tuesday, May 17. The Licensing Topic of the Month will focus on the growing trend of makers as licensees, while the Datapoint research spotlight will take a look at retailers’ outbound licensing strategies. If you are not yet a subscriber to this free publication, sign up here.
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