Graphic novels and younger readers titles move to centre stage at Bologna 2022

Graphic novels, illustration and books targeting the younger end of the market have been a key driver of business at this year’s Bologna Children’s Book Fair, say publishers, though a resurgent Young Adult sector was not far behind. 

Hachette UK c.e.o. David Shelley made his first visit to Bologna in recognition of the publisher’s children’s division being “such a big part of our business” and playing a key role in driving the overall group’s expanding market share. He said: “I think children’s publishing generally is a great growth area and it’s been growing a lot at Hachette, so I wanted to dig in a bit more… Also, often in the UK, I feel we can get quite siloed because we’re on an island. So I’m really keen to learn what’s happening in children’s publishing around the world.”

Shelley predicted that the “big thing this year” for Hachette Children’s would be Alice Oseman’s graphic novel series, Heartstopper, which has recently been adapted by Netflix. He also highlighted illustrated non-fiction, particularly the Wren and Rook list, and the addition of “exciting new hires” Harriet Wilson, publisher of fiction brands and classics, and publisher for non-fiction, Kate Newport. 

But Shelley also said the group would be  “targeting immersive series of books in middle grade and YA” following the publisher’s success with Leigh Bardugo’s YA fantasy Grishaverse, also adapted by Netflix. 

He added: “I think what’s really clear at this fair is the role of design and illustration at the heart of things.” This was echoed by Macmillan Children’s Books’ m.d. Belinda Rasmussen who said “beautiful artwork from all over the world” was a key trend she had noticed at the fair, as well as a strong focus on pre-school titles and “books about managing your emotions”. She also noted: “I think there is an attempt to publish more diverse authors and illustrators.”

Simon & Schuster Children’s Books m.d. Rachel Denwood said her team was busy across the board and that in general “good old YA” was on the up. She added: “But one of the most exciting things is the conversations around graphic novels. It is a vibrant space now, one that we are really hoping to get into more.”  

PRH Children’s rights director Zosia Knopp found that contacts at the fair are looking for “picture books with a really strong message about empathy and dealing with adversity and anxiety but in a really nice, gentle way without being too didactic”. While pre-school titles remain key, she noted that there was more international interest than expected in YA fantasy and romance. 

Indie Magic Cat’s joint managing directors and co-publishers Rachel Williams and Jenny Broom have also noticed a trend for books promoting mindfulness, nature and hope in the wake of the pandemic, as well as “lots of picture books” and “transportative and immersive” titles. Broom feels there has been a stronger showing for independent publishers and grassroots movements at this year’s fair than there were pre-pandemic.

Rasmussen shared that she was “very happy” to be back at the fair, saying: “I came mainly because I just wanted to send a message about how we need to get back to being in person. Publishing is a people business…  We mustn’t forget that ultimately, the creativity and the energy and innovation comes from meeting people and being together.”