Established in 1972, the award-winning independent publisher Child’s Play specialises in whole child development, focused play, life skills and values. Claire Brown, an MA student in Children’s Publishing at BSU, took a group trip to Child’s Play HQ to find out more
Child’s Play publishes titles it believes will make a positive impact. Rather than being profit driven, a strong sense of purpose runs through everything it does. Diversity and representation are central to the mission, springing from a deeply held belief that all children should be able to see themselves, and the full breadth of society, reflected in what they read. So when we were offered the chance to visit Child’s Play in Swindon, my fellow students and I were excited to discover what drives this company’s non-conformist approach.
Arriving at the company’s offices, we were warmly greeted by Kelsea Jefferies, Marketing Co-ordinator and Bath Spa University Creative Writing and Publishing alumna. She kicked things off with an overview of the company’s history and their lean staffing structure. We also met Neil Burden, Publisher and CEO, who outlined the ethos and values that make Child’s Play unique.
Neil’s honesty about some of the company’s commercial missteps was both refreshing and thought-provoking, if somewhat dispiriting: why on Earth shouldn’t princesses in books wear glasses? He also spoke about the scientific research that informs the publisher’s innovative approach to learning through play, such as when choosing the colour palettes and patterns for the ‘Look Touch Learn’ series aimed at very young children.
We were able to see behind the scenes too, and were taken for a tour around the warehouse. It was tricky resisting the urge to touch everything; to be among so many boxes of books, whispering their secrets into the cavernous space, felt like an enormous privilege. Tiny books, huge books, pop-up books, books of every conceivable format, shape and colour, piled high as far as the eye could see.
“To be among so many boxes of books, whispering their secrets into the cavernous space, felt like an enormous privilege”
As a picture-book lover, I was keen to see the art department. Designers Sarah Dellow and Kayleigh Gough outlined their iterative process when working with authors. They showed us some ingenious tactile books, designed for children who benefit from an immersive sensory experience when reading. We marvelled over meticulously crafted maquettes, created to test concepts and assess what might work in the real world. Leafing through the company’s older titles, such as Who Cares About Elderly People? was a particular favourite, as we considered how publishing practices have evolved over time. We enthused over the stunning original monoprints for Beth Waters’ award-winning Child of St Kilda. I asked Sarah and Kayleigh about their own favourite titles; both highlighted Choices by Roozeboos, with its captivatingly joyful and inclusive illustrations.
The visit concluded with a bookshelf browse, and some words of wisdom from Neil. A lovely surprise was when Kelsea brought out several boxes of books and allowed us to rummage through and take some home. A group of fully grown adults going crazy over (free) picture books, excitedly comparing their spoils, is a heartwarming sight to behold. Our inner children never truly leave us!
The sense of camaraderie and collaboration within the publishing community has been championed in our classes on campus, and this trip served to reinforce that truth. Experiencing a culture of kindness first-hand, while also benefiting from BSU’s strong industry connections, is part of what makes the MA course so special.
Creating beautiful, inclusive books that help children find their place in the world? It’s Child’s Play.
