While Dav Pilkey reigns as the premier creator of children's graphic novels in both the U.S. and U.K., Jamie Smart's Bunny vs Monkey series is proving to be formidable competition. The series achieved impressive sales of £2 million within the first 18 weeks of 2025, trailing only Pilkey’s Dog Man and Cat Club at £4.4 million. Collectively, these authors accounted for approximately 75% of U.K. graphic novel sales during that time, indicating a significant market presence.
Smart’s impact is expanding across the Atlantic, with his U.S. publisher, Union Square Kids, set to release Bunny vs Monkey and the League of Doom, the series' third installment, this August. Meanwhile, the U.K. has already seen the release of the twelfth book in the series, reflecting its stronger established presence there.
One key to Smart's success lies in his ability to resonate with readers across different cultures. Chris Duffy, executive editor at Union Square Kids, points out that Smart "completely respects his readers," leading to tales filled with humor and constant innovation. Kids easily connect with the engaging narratives, valuing the time spent with such well-crafted stories.
Serialization and Format Shift
In the U.K., Smart benefits from exclusive exposure since Bunny vs Monkey is serialized weekly in the Phoenix magazine, launched in 2012. This setup allows for real-time feedback from the audience, according to Anthony Hinton, senior commissioning editor at Fickling Books. Hinton notes that the fan art generated by young readers reflects how Smart's work ignites their creativity and inspires them to create their own comics.
Smart's experience with the comic's format highlights the importance of presentation. The initial Bunny vs Monkey graphic novels, released in a larger trim size but with fewer pages in 2014, did not resonate as strongly as the newer chunky editions that launched in 2023, which contain a hefty 256 pages. Smart notes, "The thinner volumes did all right, but they didn’t break any records," emphasizing that the thicker, more substantial books have been a clear hit, pointing to children's preferences for physicality and satisfaction when holding a book.
A Unique Cast of Characters
Like Pilkey's Dog Man and John Patrick Green's InvestiGators, the Bunny vs Monkey series is known for its vibrant, humorous characters set in a whimsical forest environment. The quirky ensemble includes Bunny, his friends Pig and Weenie (a squirrel), Monkey—who mistakenly believes he has landed on a new world after being launched into space—and Skunk, a mad scientist with a twist.
Smart's journey into comics began when he was attempting to pitch TV shows. He conceptualized the idea of a bunny and a monkey in conflict, but early attempts to bring this vision to screens fell flat. A pivotal conversation with a network executive pushed him toward the realization, “I could literally put what I thought it should be down on the page,” leading to an artistic fulfillment that transcended television.
The comic’s episodic nature, owing to its serialization, allows Smart to craft concise and engaging openings for each installment, whether introducing a wild new invention or contemplating existential themes. He aims to make each initial moment memorable to captivate his young audience.
Unlike many creators who might find the weekly format daunting, Smart finds his diverse cast to be an asset, enriching his storytelling. “What I like about Bunny vs Monkey is it’s very much a cast of characters,” he explains. Each character possesses unique traits, which enables him to navigate storytelling freely; when he grows weary of one character's arc, another can seamlessly take the spotlight.
Smart's versatile approach to character and narrative underlines a sustainable formula in engaging young readers, showcasing how adaptable storytelling can keep a series fresh and exciting. As he continues to captivate audiences, it’s clear Bunny vs Monkey has established itself not just as a competitor, but as a significant player in the children's graphic novel market.