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Jasmine Richards on launching micro-indie press Storymix Books
In September, Storymix c.e.o. Jasmine Richards called out the industry’s “breathtakingly swift rollback” on its commitment to diverse stories and announced her inclusive children’s fiction studio’s move into publishing. Following the publication of CLPE’s annual Reflecting Realities survey, she discusses both.
What is Storymix Books and why are you launching it?
Over the last five years, Storymix has been creating and incubating high-concept, multi-award-winning inclusive fiction as a book packager.
We have worked with more than 50 writers and illustrators from the global majority in that time and the stories from our fiction studio have gone on to sell hundreds of thousands of copies that resonate deeply with families who rarely see themselves represented in books.
Storymix Books will be a micro-indie press that will sit alongside our packaging business. As a fiction incubator, we have seen incredible success, but we’ve seen a growing hesitancy to take on books featuring Black and brown protagonists over the past 18 months. I appreciate that it is a tough market. I appreciate the allure of “safe”, but I am not prepared to leave kids of colour off the bookshelves. Nor am I prepared to leave creators of colour out in the cold.
We’ll be starting very small and will be publishing one book next year. We’re partnering with UCLan Publishing for trade distribution but will also be experimenting with crowdfunding and selling directly to readers.
What is the story behind your first title, The Other Father Christmas?
It is time for a change. For decades, publishing has served up the same kind of festive story—a familiar “White Christmas” narrative that leaves so many families out of the picture.
The Other Father Christmas is about Mikey and his Gramps—a grieving grandfather from the Windrush generation. Once the heart of his community, running a Santa’s grotto every year with his wife, Gramps has lost his Christmas spirit since she passed away. Now, Gramps is on a wild adventure with Mikey to compete to become the next Father Christmas—and maybe, just maybe, find his way back to joy.
When Storymix did not sell this project to a publisher last year, I knew that it would not be the end of the road. The market is desperate for a more inclusive Christmas. You see it in the rise of brands like March Muses, which create diverse Christmas decorations and apparel. You see it in Christmas adverts that grab the headlines. Publishing might not be ready for a diverse Christmas, but readers are.
Co-written by Priscilla Mante and myself, and illustrated by the brilliant Shahab Shamshirsaz, The Other Father Christmas is filled with festive magic—and a whole lot of heart.
Do you see Storymix publishing more titles in the future?
Maybe. If you think about it, we’ve spent years building the skills and relationships to succeed as a publisher—nurturing diverse talent, building a super-skilled editorial team and spotting gaps in the market. But for now, our core business remains as an IP company, partnering with publishers to bring excellent books to readers. That said, if the industry continues to shy away from stories like The Other Father Christmas, we’ll step up.
This year’s Reflecting Realities report mirrors your comments at The Bookseller’s Children’s Conference about publishing rolling back on its commitment to inclusivity. How does this tie into your work with Storymix Books?
Publishing often plays it safe, but the real risk is ignoring what readers want—especially with the rise of the Gen Z parent and their expectation to see books that reflect the world their kids live in. With The Other Father Christmas, we’re taking a big swing at the status quo. I also hope it is a call to action for an industry that needs to have a hard look at the facts. Is this figure of 7% [the percentage of UK children’s books published in 2023 with a main character from a racially-minoritised background] really the best of them? I don’t think it is. I know the people in this industry. I know that they do not come to work to exclude kids of colour or talented creatives.
Many will be feeling uncomfortable today with the data being as stark as it is. Good. Uncomfortable is good. That’s where the great stuff is made.
Storymix Books will publish The Other Father Christmas in early November 2025
Read more responses to the CLPE Reflecting Realities report here.
