As a relative newcomer to the novelty books genre, Just For Kids Press has quickly established itself in a competitive marketplace. Overall sales have been strong, with profits more than tripling over last year's numbers. “In 2008, we had sales just shy of $1 million,” president Sean Sullivan told PW, noting a successful presence in both domestic and international markets.

The company launched in April 2007, in response to what its founders perceived as a marketplace void. “We felt there was a gap between promotional books and the trade side,” said v-p of sales Paul Scheinberg. “We decided we would come out with books that offer educational value to the consumer and margin value to the retailer, while having a different look.” Sullivan added, “We thought we could fill this gap with quality artwork in a nongimmicky fashion.”

With several years of experience handling order fulfillment for other publishers as head of Basic Distribution, Sullivan felt confident that integrating Just For Kids Press into an existing warehouse would be a seamless transition.

To distinguish its line from other publishing houses' novelty titles, the company incorporates a mix of mediums for its artwork: painted illustrations using oils and acrylics, computer-generated art and airbrushed imagery. Design elements include die-cut gatefolds to depict imagery in motion, such as a butterfly's wings or stegosaurus's tail. “These [gatefolds] are something you don't see often in children's books,” Sullivan said. “When a child opens up all the flaps on the spread, the experience can be unbelievable.”

To achieve these designs, Sullivan and his creative team work together on individual concepts—for instance, working out how big a dinosaur needs to look or which animals will act as the main characters—then commission a number of illustrators on a work-for-hire basis to complete their vision.

One artist who has been instrumental to the company's creative process is Charles Reasoner. Sullivan credits Reasoner for coming up with different formats and matching artists that fit the theme of each book series. “Charles has been in the business for decades and is a very creative thinker,” he said. “We form a great team... bouncing ideas off each other.”

Just For Kids typically produces four books of the same size in a series. “Retailers like that this gives them variety,” said Sullivan. This fall, the company will be releasing several new lines that reflect this style of design. Among the assortment are Slide N' Peeks by Adam Devaney (“the child puts his finger inside the slide and it won't fall out of the side of the page,” Sullivan explained); Learning Tab board books by Sophie Hanton, featuring tabs that are animals' faces; Look for Me Books by Marijan Ramljak, with die-cut gatefolds containing answers under the flaps; and Little Peek A Boo Books by Sarah Pitt, with magnets holding down the cover flap and foldouts on the inside.

Such variety has enabled Just For Kids to establish a presence in major book chains like Barnes & Noble, where corporate spokesperson Carolyn Brown reports its titles are selling well. According to Scheinberg, craft supply chains like A.C. Moore and Jo-Ann have picked up some of the activity titles, while price clubs such as B.J.'s, Costco and Sam's Club are carrying Peek A Boo Books, with a bigger trim size. Sullivan also said that his company has the flexibility to take existing formats and print them in smaller or larger formats, depending on the retailer's needs.

Airport shops may be next, as the company recently made presentations to wholesalers that sell directly into these outlets. “It's difficult to get in [to airport stores] because the space is very expensive,” Scheinberg explained.

The company will continue to roll out 40 new titles—20 in the spring, 20 in the fall—and does not plan to exceed its price range of $7.99—$9.99. “We've been very aggressive by increasing our product line steadily and varying our price points,” said Sullivan.

“When a consumer picks up a book, there's an eight-to-10-second window to make the decision to purchase it,” Scheinberg said. “Our books are thick and beefy.” And that's something he and Sullivan hope readers can sink their teeth into.