The huge success of Where's Waldo?, a picture book franchise originated in the 1980s by Walker Books in the U.K., translated nicely to the U.S. market, thanks to a licensing deal with Little, Brown. But Walker also used the Waldo success another way—to help fund an expansion into North America. The result: Candlewick Press, based in Cambridge, Mass., turns 15 this year. A carefully managed diversification combined with timely infusions of capital have built a strong children's imprint, complete with signature franchises almost as recognizable as Waldo.
Amy Ehrlich, who has just announced her retirement, was Candlewick's first U.S. hire, and the company found immediate success with Martin Waddell's Can't You Sleep, Little Bear?, which sold more than 100,000 copies in its (and Candlewick's) first year. Ehrlich said Walker's decision to locate Candlewick in the Boston area helped the company develop its identity from the start. Although the original thought was that a New England setting would be more congenial to British authors, in fact, Ehrlich said, Candlewick was able to attract skilled employees who preferred to be outside of New York. Publisher Karen Lotz, editorial director Liz Bicknell and marketing director Jennifer Roberts are all Big Apple transplants. "People move around a lot in New York," Ehrlich said, "which can lead to similar lists." Charlie Schroder, v-p of marketing and development, agreed: "Rather than being reactionary to what's happening, we're able to focus on what we want to have."
Since its founding in 1992, the company has grown from 44 titles and six employees to 220 titles and 88 employees in 2007, aided by some big successes, including Lucy Cousins's Maisy, which sold more than 1.1 million copies in 1999 alone, when the character debuted on Nick Jr. Walker, deeming the small company ready for a boost, added a $7 million investment to the coffers, helping capitalize a five-year push to add more staff and books between 2000 and 2005. Part of the program included a determination to diversify its list, from almost exclusively picture books to a wider variety of children's fare—including Kate DiCamillo's smash-hit middle-grade novel, Because of Winn-Dixie. It all worked. The company has enjoyed high double-digit sales increases in two of the last three years: 39% in 2004 and 41% in 2005, at which point Candlewick shifted its distribution from Penguin to Random House. Last year was another good one, reported Lotz, with net sales close to $58.9 million, up 13.9% over 2005. She credited much of last year's increase to a new novel by Kate DiCamillo, a hit picture book from Michelle Knudsen and Kevin Hawkes, and the hugely popular "ologies" books (Dragonology, Egyptology, etc.). M.T. Anderson's NBA-winning The Astonishing Life of Octavian Nothing, which has sold 50,000 copies since September, hasn't hurt.
What's the key to Candlewick's run of success over the years? Some point to the company's unusual ownership model—employees along with more than 100 authors and illustrators share in profits and dividends. "It's highly collaborative," said Bicknell, noting that authors and illustrators are involved in more steps than in a typical publishing house. The bigger value of employee ownership for Lotz is: "We control our destinies."
Candlewick kicked off its year-long birthday celebration in November, when it donated 175,000 new children's books, valued at more than $2 million retail, to literacy organizations. In the spring, the press will launch Candlewick Sparks, a 6x9 paperback series for new readers, which will have a branded logo featuring the Candlewick bear surrounded by stars.
As for the fall and beyond, Lotz said Candlewick's goal is about "reaching kids in an innovative way and keeping the authors and illustrators central to everything we do." There's little reason to doubt her.
