Of all the children's book authors, few are as enduring as Theodor Geisel, aka Dr. Seuss. Now, Random House Books for Young Readers is partnering with Dr. Seuss Enterprises to carry on Geisel's storytelling tradition, as well as his boundless support for other writers and artists, which he offered via his Beginner Books imprint. Seuss Studios brings together a diverse group of emerging artists who, working within the Beginner Books format, create their own Seuss-inspired stories. PW spoke with EVP and publisher Mallory Loehr and VP and executive creative director Martha Rago about the new venture.
What made you decide to continue Theodor Geisel’s legacy with Seuss Studios?
Throughout his career, Ted Geisel committed himself to supporting new writers and artists. In 1957, Ted Geisel cofounded the Beginner Books imprint at Random House Children’s Books, the iconic line that includes enduring, bestselling classics like The Cat in the Hat and Green Eggs and Ham. While at the helm of Beginner Books, Ted Geisel brought other creators into the line. He sought to open new doors for creators who were either at the beginning of their publishing careers or who worked in other creative industries. With our partners at Dr. Seuss Enterprises, we discussed new ways that we could continue to expand Dr. Seuss’s beloved legacy, and Seuss Studios was born of that desire. We paired Ted’s pioneering Beginner Books format and never-before-seen work with a new group of emerging artists in the spirit of Ted’s work years ago. We are so excited to bring this fresh new Dr. Seuss experience to today’s emerging readers.
So many generations of children grew up reading Dr. Seuss. From your perspective, what accounts for the enduring power of his work?
Ted Geisel/Dr. Seuss created Beginner Books in the 1950s as a response to the boring “Dick and Jane” readers that were available for kids then. Dr. Seuss wanted kids to be entertained and have a successful reading experience—all to make them want to keep reading! Beginner Books—whether his own books or others in the line—make reading fun through characters with personality, funny stories or riffs often excellently rhymed, and colorful art. The books endure because there is a universality to the messages and their styles; add that to the nostalgia of parents and grandparents who grew up loving the characters and stories, and you have a recipe for longevity in a wonderful way!
I love that the Seuss Studios books are inspired by particular drawings, sketches, and characters from Geisel. Have the authors and illustrators shared with you why they chose the pieces they did?
The first step with the creator is to review unpublished sketches from the archives to see which inspires a story or character as a jumping-off point. We talk about why a certain image resonates and where it will lead as a story. The creator crafts text and/or creates a sketch dummy. The editors on the team, Mallory and Maria Correa, work with the creator on the text, and the art director and designer, Martha and Michelle Kim, guide the images and visual pacing. Ultimately, the creator brings it together as a completely unique work that represents them.
What can you share about the format and design of the books? What makes them especially appealing to budding readers?
The format follows the traditional reader layouts in that the words and pictures are well synced and the texts are easy to read but full of action, humor, upbeat spirit, and surprise. A very satisfying experience! And as above, the nostalgia factor connects the generations, which adds to the delightfulness.
For the Seuss Studios readers, we have included special information: you’ll find the original Seuss sketches that inspired the creator and a letter in their own words explaining what drew them to the project or the particular piece. This is an unusual peek into the creative process, which might inspire young readers to create their own stories!
How is Seuss Studios connecting with and supporting emerging writers and artists?
We look specifically for talent with little or even no publishing experience, so that we can provide an existing popular platform (Beginner Books/Dr. Seuss) as they are entering their careers as creators. We search for creators whose work shows energy, humor, clear characterizations, and distinctive styles.
Seuss Studios artists and writers beautifully capture the spirit of Dr. Seuss in their creations but also contribute their own distinctive flair. What has surprised you most about their interpretations?
We intentionally chose artists whose work had a spirit that we felt would connect well to Ted’s, as well as work for early readers. And along with that “spirit,” we had artistic criteria in mind: we wanted imagery that felt energetic and narrative, characters that would be readable and distinctive, a lively use of color or line, and clear compositions.
We have loved seeing how completely different the first two artists’ styles are, and yet how both “beautifully capture the spirit of Dr. Seuss” in their own way. Lala Watkins's simple direct language and the overflowing joy in every image feel perfectly Seussian, while Sarah Hwang’s fluid lines and lively compositions that pop on the white ground are clearly in the Seuss camp. Sarah’s chosen sketch included the name Gertrude Gish, adding extra Seussian vibes. There are endless possibilities for this line, which is exciting!
If Ted Geisel were alive today and you had the chance to speak with him, what would you ask him? What would you share about Seuss Studios?
We would ask him about his experiences as he built the Beginner Books line. It would be fun to know what his joys and challenges were and to reminisce about the similarities and differences. We would definitely introduce him to our wonderful creators—what a fantasy to imagine them meeting!
What do you hope readers take away from the books?
At the very least, pure enjoyment, and then, ideally, a love of reading. Beyond that, maybe even inspiration to become creators themselves one day!
What’s next for Seuss Studios?
We have two more books in progress for next year and will be starting work with a new group of creators soon!
