Owlkids Books, based in Toronto, is commemorating its 50th anniversary this year, a milestone linked to the launch of OWL magazine in January 1976 by the Young Naturalist Foundation. Co-founders Michael de Pencier, Annabel Slaight, and Mary-Anne Brinkmann launched OWL—which stands for Outdoors and Wildlife—and paved the way for additional titles: Chickadee in 1979, and Chirp in 1997. The company expanded further into book publishing and underwent significant changes, including a buyout by Bayard Canada in 1997, and the eventual reunion of the magazine and book divisions in 2008 under the Owlkids Books name.
Today, Owlkids operates with approximately 10 employees, who also collaborate with its magazine section, publishing around 30 new titles each year alongside various paperback editions, maintaining a backlist of over 200 works. Coinciding with this anniversary is a leadership transition. Judy Brunsek, the company's longstanding director of sales and marketing, is set to retire on July 31, giving way to a series of internal promotions as the organization evolves.
Brunsek noted, "Everyone who's moved into these positions started off as an intern with us." This internal promotion strategy emphasizes cultivating talent from within, allowing employees to gain experience across multiple departments before ascending to managerial roles.
The newly appointed marketing manager, Taylor Lytle-Hewlett, highlighted that the anniversary has significantly influenced Owlkids' initiatives this year, which includes a dedicated blog series, increased visibility at trade shows, and hosting a celebration at Owlkids' office for former contributors and team members. Brunsek also contributed the memorable anniversary slogan, "Giving a Hoot About Reading for 50 Years," which encapsulates the company's commitment. As part of their outreach, staff have been distributing branded tote bags at major industry events, such as ALA and Bologna Children's Book Fair, resulting in a wave of social media posts from attendees showcasing their bags in iconic locations.
A Lasting Brand Identity
Boersma emphasized that despite shifts in illustration styles and reader preferences, Owlkids’ core mission remains steadfast: to be kid-centered. "We really produce material that resonates with children," Brunsek affirmed. The focus is not only on creating appealing content for children but also on gaining the approval of the "gatekeepers"—parents, educators, and librarians—who ultimately curate children's reading material.
Financially, U.S. sales represent about 60% of Owlkids’ revenue, while Canadian sales account for 20-25%, and rights sales fill in the rest. Expansion into the U.S. market since 2012 has proven lucrative, increasing revenues by three to four times. Additionally, international licensing sales have surged tenfold since the same year, a growth attributed to the universal appeal of their titles and a strategy of engaging follow-up with foreign publishers shortly after book fairs.
"It's international matchmaking," Brunsek remarked, underlining their proactive approach in cultivating overseas partnerships. The company is also expanding its Indigenous publishing initiatives, recently hiring Willie Poll, a member of the Métis Nation of Ontario, as an acquisitions consultant. Her recent publication, A Salmon Story, exemplifies this new direction. The aim is to acquire about 40% of titles from diverse cultural backgrounds, ensuring a broad spectrum of stories.
At the ALA conference, Lytle-Hewlett observed a growing demand among librarians for books that reflect real-world experiences. Titles like When Bryn's Ear Went Quiet depict specific challenges, such as hearing loss, reinforcing the need for representation on library shelves during significant cultural events like Lunar New Year and Ramadan.
Boersma also noted that while consumer bestseller lists provide a snapshot, they fall short of capturing Owlkids' success in institutional and library sales, where many backlist titles, including the newly released paperback edition of You Are Stardust by Elin Kelsey and illustrated by Soyeon Kim, consistently thrive.
Enduring Popularity
Reflecting on the last 50 years, Boersma highlighted seminal backlist titles that have shaped Owlkids’ identity. Among these is Why?, one of Owlkids’ earliest publications, which translated children’s questions from the magazines into a globally licensed format. Another pivotal title, The Flat Rabbit by Bárður Oskarsson, was a key work that shifted perceptions about what Owlkids could offer, prompting discussions about themes of loss.
Boersma also mentioned Skunk on a String, a picture book distinguished by its collage illustrations, which has seen three reprints since its 2016 debut. The How to Party Like a Snail series has also performed exceptionally well, with a fourth book, How Not to Rescue a Snail, on the horizon. Other notable mentions include How to Make a Peanut Butter Sandwich in 17 Easy Steps, and its sequels, which have garnered multiple state award nominations.
In the informative middle-grade category, Left-Handed by Maria Birmingham stands out for addressing a less-explored topic and has performed exceptionally well upon release.
Boersma concluded, "I think the market understands what we represent." The recognition of Owlkids as a treasured brand among educators and families reflects the company's enduring impact on children's literature.