The Smeds and the Smoos

Gleaming with “characteristic humour and energy”, the latest book from the exceptional and long-lasting partnership between Julia Donaldson and Axel Scheffler did not disappoint fans—or the judges in this category.

The timely themes of inclusivity and acceptance were catapulted to new heights by Scheffler’s vibrant and energetic illustrations. The judges felt the book tackled everyday issues in a clever and accessible way which would enable parents to open up a dialogue with their young children. The duo produced a book which was “topical”, “sensitive”, and “timeless”, the judges said.

The high-profile duo got a big marketing push from Alison Green Books and Scholastic, right from the acquisition. Under the “reading is better together” banner, the marketing celebrated not just the importance of shared reading, but tied the campaign to the themes of inclusivity within the book. Retailer support from Waterstones and W H Smith was paired with a print-advertising campaign which boasted Scheffler’s illustrations and bold colours. The judges of this category thought the marketing was “smart” and “impressive”. Not only is the book timeless, but it seems to carry the same cultural significance across the globe: it has been sold into 14 languages to date.