Igloo Books, renowned for its mass-market children’s books, is turning another page with the launch of SparkPool, an imprint for adult readers. While Igloo previously published books for older readers through Igloo Adult, SparkPool is an opportunity for Igloo to expand its offerings, refine its brand, and reach new readers. SparkPool books are geared toward readers ages 14-40, and categories will include adult activity books, coloring and puzzle books, journals, gift books, and much more.
Harriet King, head of Igloo Adult Publishing, spoke to PW about the inspiration behind SparkPool, the types of books they are seeking out, and the core mission of giving older readers “the opportunity to reclaim play.”
What can you share about the vision behind Igloo Books’ SparkPool imprint?
Igloo is well known for its mass-market children’s range and its fantastic Autumn imprint. What some people might not know is we also have a publishing list dedicated to older audiences. Previously known simply as Igloo Adult, our main goal was to bring the list into the spotlight and showcase what we could do.
We always wanted to create a fantastic publishing program, but beyond that, we wanted to create an identity. Something to get behind, that’s aspirational and aligns with our customers, that says who we are. That’s why we created a bold new imprint, SparkPool.
SparkPool’s audience is predominantly those aged 14-40. Through our books we want to give our customers the opportunity to reclaim play. A moment, an hour, an evening with friends for unadulterated fun or relaxation. Our books are for the trend-curious, eco-conscious, crafters, escapists, those interested in holistic wellbeing. They are for friends gifting to others, colleagues, themselves. Our books are designed to inspire happiness, creativity, and a sense of community.
Trends and interests evolve so quickly. What considerations go into each new product created for SparkPool to ensure they hit the mark?
One of our challenges is that we are planning our publishing program quite far in advance. Right now we are working on titles that won’t be published until 2025. That means we aren’t just looking at what is trending now, we have to think about what is going to stick around. What could the next trend be, and what key events in popular culture and social media might influence trends and interests in the coming years.
Igloo Books is also a global publisher, meaning one of our key considerations has to be, does this trend travel? Just because something might be of interest in one part of the world doesn’t mean it’s for everyone. We sell into 62 countries so it’s important to us that when we are bringing product to our customers around the world, they can see the strength in our title themes.
As you focus on creating new titles and products, how are you continuing to invest in your classic titles?
While we are very focused on the future, we also frequently review our existing and past ranges. We have product categories that have great longevity and formats that consistently perform fantastically for our customers. Investing in classic titles can mean extending a great range by adding new titles into the mix, or it can mean creating new content in titles that publish year after year. One focus that is the same regardless of a new or classic title is improvement. We are constantly striving for better, looking to challenge ourselves and create even more stand-out products so each time we present our titles to customers, new or classic, they should be the best they have seen so far.
Can you name a few new standout products that should be on our radars?
Absolutely. Arriving on shelves this year is our brand-new Healing Guides range. Launching with two titles, Tarot and Witchcraft, this series provides a fun and friendly introduction to these popular themes. The covers are beautifully illustrated and enhanced by gorgeous finishing.
Another fantastic title is Boost Your Brain Power. Puzzle is a category that has always done well for us, but this title really takes it up a gear. We worked closely with Dr. Gareth Moore to ensure that each puzzle is not only fun to solve but also doubles up as a mental workout—helping to improve your powers of reasoning, observation, and concentration.
I also have to mention our brilliant Mind Spa Creative range. Adult coloring has been hugely successful over the last decade, but with so many titles on the market it’s also very competitive. This series is coloring with a difference. Each title showcases an innovative concept that turns coloring on its head. The concepts may look like a challenge but with great artwork and easy-to-follow instructions, you can create striking works of art. Our latest title, Reveal Art, launches early next year and only requires one pen or pencil to create impactful designs using a stippling technique.
What makes Igloo Books and SparkPool stand apart in the publishing world?
What comes to mind most is our originality. Although we are a mass-market publisher, behind each book is the goal to provide something unique. We aren’t afraid to try something new, experiment, or take the time to get a title just right. We recognize the great work of other publishers and that keeps us on our toes. But our main aim is always to create great product that has innovation at its core. We have brilliant people at Igloo with equally brilliant talent and ideas. Our books should always be original, just like the people that create them, and just like our customers.
What’s next for SparkPool?
Since its launch, we have seen SparkPool go from strength to strength which has been enormously fulfilling. The feedback has been wonderful and motivates us to push on. We have launched with a bang so we aren’t about to take our foot off the gas. Of course, we have some great new titles and formats planned for 2024 and 2025 which we can’t wait to share. We are also working hard to expand our distribution and appeal, ensuring we spread SparkPool’s creativity and positivity as far as possible.
