An Interview with a Children's Book Buyer

Interview by Annie Cronin Romano

I was delighted to chat with Leo Landry, the children’s book buyer since 2018 at An Unlikely Story Bookstore, located in Plainville, MA, and owned by Wimpy Kid author Jeff Kinney. Leo is also a published author/illustrator.
 
How did you get your start as a children’s book buyer?
 
I first started at The Children’s Bookshop in Brookline, MA, where I was the manager and did all of the backlist buying as well. I was there for 20 years. I also worked in college bookstores for several years. I arrived at An Unlikely Story in October 2018, initially doing receiving and returns, and soon moved into the role of children’s book buyer.
 
Tell us a little about your process/criteria in terms of choosing what to bring into your store for picture books? Does the artwork catch your eye first? The title? The actual story/text?
 
The broadest view of it is that you really have to consider a few things with all the books you bring in: One is what your community wants—or at least what you think they want—and another is what you like and what you think your collection should reflect. That’s really the fun part. If you went to five different independent bookstores and looked at the kids’ sections, you’ll see, of course, the big books, but you will really be able to see the personality of the buyer. For instance, I tend to like the quieter things and softer artwork. If you made that a homework assignment, you would notice each buyer’s distinct taste store to store.
 
You could profile the book buyer!
 
Yes, you probably could! And in addition to those two points, the other factor is that there’s always things you can’t not have; if there’s an author that is huge, you have to have those books. What I typically do when I meet with a sales rep is first look at our prior season’s order and see how things from that order sold. For instance, when looking at sales history here, I can see that general fiction picture books sell well here, but nonfiction picture books, such as picture book biographies or history-related titles, don’t sell quite as well here. All stores have sales patterns and that’s important to know, to keep an eye on those patterns and watch for changes.

When I go through the catalog for any given publisher, I try to read all the picture books as much as I can, whether it’s digital or print, if offered, and I decide in that moment whether I want the book or I don’t. Then I make final decisions once discussing with the sales rep. For YA, I rely on the younger booksellers and the reps for input as well. The toughest part is there are just so many books published. I know I miss a lot of lovely books, but I must consider that books come out every Tuesday and there’s only so much shelf space. A picture book will only have a week or two as a face-out, which I know is disappointing to authors. To help there, we’ve added some end caps at the store, in addition to our new release section for PBs, where we put bookseller favorites for picture books, and those books consistently sell.
 
Would you say for board books, leveled/early readers, chapter books and middle grade, your process is the same?
 
Yes, it is.
 
Obviously you can’t read every middle grade…
 
No, though middle grade is kind of going down sales-wise, sadly, and it has been for four of five years. It’s less so for series; it is still going down, but much less so than middle grade. On the other hand, board books in our store have practically doubled in sales. Early readers and first chapter books are also on the upswing here. Middle grade series and above is on a downward slide, which I think reflects the industry as well. I feel like as those kids [driving the sales in board books through early chapter books] get older, we’ll see an increase in middle grade sales.
 
Many authors worry that if they go with a small/indie publisher, it will be more challenging to market and distribute their work. How much of a role does the size and recognition of a publishing house (i.e., the Big Five) play in your choices, or are you just as likely to purchase from smaller presses?
 
I’m just as likely to buy from smaller presses as long as someone lets us know about it, as long as we can access it. One small publisher that I really love is Graystone Kids. They publish a Cree-Métis illustrator named Julie Flett, who I’m a huge fan of. I’m always buying anything she has coming out. They use a distributor that prints a catalog, so I can access their list easily. As long as small presses are accessible through a larger distributor, that helps. I do believe that if a book is really good, it will find its way even if it is with a tiny publisher, though it might take a little longer. Of course, me saying “if a book is really good” is subjective.
 
Are there topics/themes you feel are lacking in children’s books? What topics/genres/themes would you like to see more of?
 
I can think of things I’d like to see less of…
 
Well, that was my next question!
 
I really want to see solid stories and less preachy, lesson-type books. A good story that’s entertaining. Every publisher every season has a lot of these “I am great, I am wonderful” vague, inspirational books, and I think there’s now too much of that. To me, a good story…you’re going to want to hear it again and again. Of course, the kids aren’t buying the picture books; the parents are, and they often want those social-emotional books. But if you think of the picture books with characters you love and want to go back to, those are memorable stories. That’s not to say you don’t need that social-emotional angle.

To me, a really good example of a picture book that is a great story and also has that social-emotional angle is the book Truman (Atheneum Books for Young Readers, 2019). Those emotional themes are baked into the story, but that’s not the only thing there. It’s a good story with the underlying message; those types of books I always welcome. When it’s just a vague attempt at making everybody feel good, those books come and go.
 
Do you feel there are any themes lacking in middle grade and YA? Or is there an uptick in needed themes?
 
I feel like middle grade has a lot going on right now, which makes it sad that sales are down there. It’s much more mainstream to have middle grade with LGBTQ+ characters, characters with Native American authors, BIPOC authors and characters. They’re keeping up. It’s still very low, but it’s miles more than it used to be.
 
In YA right now, fantasy rules. A lot of YA is fantasy, but it keeps selling. Also, horror is growing. I’ve also noticed in the last year or two that historical fiction in YA and in middle grade, too, is creeping back in.
 
Is there a genre of children’s books that kids just can’t seem to get enough of?
 
Dinosaurs, trucks, mermaids and fairies for the young kids. It never ceases to amaze me—especially dinosaurs, that one just keeps going!
 
What were some recent children’s books whose success surprised you?
 
In the YA world, it’s all because of TikTok. There’s a title, Powerless (Simon & Schuster Books for Young Readers, 2023), a YA fantasy novel, that took off here because of TikTok. And it doesn’t even have to be a recent book. Something that came out five years ago can have a jump because of TikTok.
 
Also, in all areas the booksellers can make a huge difference in a book’s success. For instance, our bookseller Cassie, when she started last year, asked if I could bring in some picture book titles that were her favorites. I brought them in and she sells the heck out of them. I’m surprised because they’re books that we had when they were new and didn’t get back in after they sold through, but now she sells four or five a week.
 
What else was a surprise…well, every now and then, there will be a picture book that will take off and I didn’t expect it, like last year’s Sleepy Sheepy (Flamingo Books, 2023). It’s very cute and sweet, and we sold a lot of them, but I didn’t anticipate that. Another one that was sort of a surprise that I’ve reordered several times was Buffalo Fluffalo (Random House Studio, 2024). I also didn’t anticipate The Three Little Tardigrades (Godwin Books, 2024) would sell as well as it has. It’s a rewritten fairytale that also has STEM connections, so people really liked that about it. That sold out immediately.
 
What are the biggest challenges you face in being a children’s book buyer?
 
To me, it’s the shelf space. I wish our entire store was all children’s books, to be honest. I went once to Powell’s in Portland [Washington state] and I talked with one of the buyers there, and their children’s book area is 10,000 square feet. I was just in awe of that! I can’t imagine. So yes, for me, it’s shelf space, especially because here things really sell well when face out.
 
How does your experience as a published children’s author/illustrator influence your process in terms of buying?
 
I try to not be as dismissive as I may have been in my younger days because I respect what goes into the making of any book, and I know how hard everyone works on it, from the author, the illustrator, the editor, the marketing people, etc., and they all believe in that book. Before I turn something down, I really try to consider, based on my experience, if there is even the smallest audience for this book that we could reach. Because I know what goes into the making of a book, I try to be as respectful as I can.

​I also feel my 20 years working with The Children’s Bookshop owner Terri Schmitz influenced me greatly. She’s legendary amongst the reps who’ve been around a while for being the ultimate test of what would sell. She read everything, from picture books to YA, and she was just very thorough. I learned from her over the years to always look for quality.
 
What is your favorite part of being a children’s book buyer?
 
Definitely going back into the picture book area and just messing about. Sorting and putting things in order. I’ll say to my coworkers when I’m about to do that, “If you need me, I’m gonna be back with my friends.” That is just so awesome, rifling through everything, making sure it’s all in order, reminding yourself, “Oh my gosh, I forgot about this book. I’ll have to recommend this next time I think of it.” Just being with the books is my favorite part.

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Leo Landry is the children’s book buyer at An Unlikely Story in Plainville, MA and a published author/illustrator. His books include: Homerun, Touchdown, Basket, Goal (Henry Holt & Co., 2019), Grin and Bear It (Charlesbridge, 2011), and Let's Sign Baby with Kelly Ault, author (Clarion Books, 2010). To see more of his work, visit his website at www.leolandry.com.