Square Peg snares TikTok duo’s self-published book on ADHD in significant 48-hour pre-empt

An initially self-published book on ADHD, Dirty Laundry, by husband and wife TikTok team Roxanne Emery and Richard Pink has been pre-empted by Square Peg.

Publishing director Marianne Tatepo acquired world all-language rights in all formats from Oscar Janson-Smith at Gleam Futures in a “significant” two-book deal made in a 48-hour pre-empt.

Dirty Laundry: Why adults with ADHD are so ashamed and what we can do to help was first published by the authors on 19th January. It will now publish as a Square Peg trade paperback original, e-book and audiobook in March and will be followed by a second book in spring 2024.

Told through 10 ADHD symptoms, the book is described by the publisher as an honest journey through Emery’s experience of navigating work, personal hygiene, and platonic and romantic relationships before and after her ADHD diagnosis.

The pair’s social media channels, @ADHD_Love, have more than 900,000 followers and their videos have been viewed more than 200 million times. They said: “It’s a rather scary thing, to share with the world that you struggle to shower and keep on top of laundry. To see those very vulnerable stories resonate with so many people has been incredibly heart-warming. ADHD can be very isolating so there is great comfort to be taken from realising that we are not alone.

“Self-publishing Dirty Laundry allowed us to get our message into people’s hands—that you cannot shame yourself into being someone that you like. We never imagined that journey would lead us to Penguin Random House and the team at Square Peg. We feel incredibly grateful to take the next step with this book and hope it continues to help those with ADHD and those lucky enough to love them.”

Tatepo said: “As soon as I came across Rox and Rich’s hilarious demystifying videos and saw how lovingly they navigate the behavioural differences within their neurodivergent–neurotypical relationship, I knew we had to work together. A 48-hour two-book pre-empt and many laughs later and we have a full dream team in place and the book has already landed its first week in the Sunday Times bestsellers chart. We’re looking forward to many more bestselling weeks together.

“Being agile and publishing books not just about but also by people from underserved communities is crucial to Square Peg. I’m glad to be bringing Dirty Laundry —and its follow-up—to more readers and retailers worldwide and releasing a brand-new audio edition for added accessibility.

“Rox’s humour and honesty amidst the tumult of coming to terms with the 10 key symptoms of her adult ADHD diagnosis, and Rich’s commitment to learning, gently challenging and empathising, will no doubt provoke ’a-ha!’ moments in many couples, families and friendships—as they did for me. I couldn’t think of a better duo to tell this unfiltered story of acceptance, self-love and mutual compassion.”

Last week The Bookseller reported on how TikTok has contributed to a new wave of publishing" that is more collaborative with creators. Many members of the trade said they had noticed an increase in the number of originally self-published works acquired by traditional houses recently thanks to an increase in “discoverability” on the direct-to-consumer platform.