Oxford Children’s Books recently celebrated the launch of the new Harriet Muncaster series, Emerald, with a stand-out publicity campaign. To tie in with the enchanting world of Isadora Moon, magical stunts and moments were had across the UK. These included a ‘message in a bottle’ competition with independent bookshops, encouraging children to visit their local stores and find the secret message with the chance to win exciting prizes. Book fairies are also hiding copies of Emerald and the Ocean Parade up and down the country for children to discover and enjoy.
Deborah Sims, the editor of Emerald at Oxford University Press, said ‘We can’t wait for children to discover Emerald and immerse themselves in the latest addition to the wonderful world of Isadora Moon. For the past seven years, Harriet has been enchanting millions of readers across the world with Isadora and Mirabelle’s exciting adventures. It felt only fitting that we create a huge campaign with an extra dose of sparkle to celebrate Harriet’s phenomenal success and introduce as many readers as possible to the most loveable Mermaid princess around!’.
Emerald and the Ocean Parade is the first book in the latest series addition to the iconic world of Isadora Moon. Set in an enchanting underwater realm, Emerald is learning how to be a mermaid princess and still stay true to herself.
Deborah helped Harriet Muncaster build her bestselling series and she’s delighted with how successful Isadora Moon and her spin-off series, Mirabelle, and Emerald have become. What is important for aspiring children’s writers to note is that Deborah told me it has felt all the more special because it didn’t happen overnight. The first Isadora Moon story was published in 2016. The success was a slow burner that took its time to find its place in the market. Booksellers were hand-selling it; parents and kids loved it alike and word of mouth spread; there was a gradual growth of a fan base. Now 7 years later, Harriet has sold almost 5 million copies and has been translated into 37 languages!
I asked Deborah what attracted her to Harriet’s stories and she told me that the narrative voice is distinct and her stories present everyday, relatable problems that children go through, with a twist of magic thrown in. These stories are aimed at 5-7 year-olds and children at this age are finding who they are in the world. Through her stories, Harriet shows them it’s okay to be different; that’s what makes you, you. In the Emerald series, Harriet is doing for mermaids what she did for fairies; adding a bit of bite to the characters.
Telling me about her role as an editor in helping to shape Harriet’s books, Deborah explained that they have a collaborative relationship where Harriet brainstorms new characters and adventures and sketches them out, and Deborah works on advising how to flesh out the ideas, expand bits and fix plot holes and look at the pacing if needed. They work together on the final draft before it is forwarded to the copy editors and the illustration department figure out where Harriet’s illustrations will fit around the text.
Harriet’s books are immediately visible to children in bookshops and libraries because of their distinct two-tone colour illustrations. The Isadora Moon series are pink and black, the Mirabelle series are purple and black, and the new Emerald series is green and black. The good news for children and parents alike is that the future looks very bright for Isadora Moon, Mirabelle and Emerald as Oxford Children’s Books have lots more to come with 6 Emerald books, another 8 Mirabelle stories, and at least another 8 Isadora Moon in the pipeline. And, if your child grew up with the Isadora stories, they will be delighted to discover Victoria Stitch, a dark gothic, sparkly glam anti-heroine, who is the main character in a middle-grade series by Harriet, with the latest instalment due out in September.
Also, it was announced at the end of 2022 that Sky Kids will broadcast a 52-episode TV series of Isadora Moon, set to air in 2024, and produced by Kelebek media.
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For writers of children’s fiction, Deborah told me the trends she saw coming down the line are graphic novels and comic book style novels. Younger children’s fiction is also on the rise; stories that are a step up from picture books but are younger than the 5–7-year-olds category.
Deborah emphasised the importance of coming up with fresh, original concepts and writing. There must be a truth to your characters so they feel real and convincing to the child reader. Don’t just rely on what you liked as a child. Times have changed and your subject must be relevant to the children reading today.
Using social media as a children’s writer is a great way to build links with both readers and a wider writing community. Posting regularly is important as is interacting and being supportive of other writers. Showing behind-the-scenes information about your writing process and your interests is a great way to connect, and using hashtags is very effective and helps to make you discoverable.
It’s important to know your market when writing for children. Make sure to read widely in the area you write in and play around with different story concepts until you come up with an original idea. Be sure to do as Harriet does and give your characters something to make them different, make them stand out to your reader.
(c) Lucy O’Callaghan
About Emerald and the Ocean Parade:
Beautifully illustrated in two colour, this new series from the world of Isadora Moon introduces Isadora’s mermaid friend, Emerald!
Emerald is learning how to be a mermaid princess, but she doesn’t feel like one at all. She’s not very good at waving to crowds and royal headdresses just aren’t her thing – her hair is too spiky and wild. Emerald’s wriggly pet octopus, Inkibelle, doesn’t much like living at the royal palace either.
The annual Ocean Parade is coming up. Will Emerald be brave enough to be a mermaid princess but do it her own, special way?
Beautiful gift edition packed with extra activities and things to make and do.
Order your copy online here.
