As Dermot O’Leary publishes another children’s book, how the nation’s bookshelves are creaking with celebrity names

Dermot O’Leary published his latest children’s book this week, unveiling novel Wings of Glory at a star-studded launch party in central London on Thursday. 

The Radio 2 and This Morning star’s most recent effort for young minds centres around the Battle of Britain and is described as a ‘funny action-adventure story’ about a bird named Linus and his “squadron of feathered friends”. 

Father-of-one O’Leary, who turned 50 in May, said his enthusiasm for the Second World War compelled him to put pen to paper; he’s previously written a series about Toto the Ninja Cat.

Shelves in the children’s sections of the nation’s bookshops find themselves increasingly creaking with novels written by famous names – a little literature, often written with a ghostwriter, is clearly a lucrative sideline for stars in every field.

On those shelves, O’Leary might find himself alongside occasional co-host Rochelle Humes, who’s published four children’s books, Lionesses Beth Mead and Leah Williamson and the Duchess of York, Sarah Ferguson, who’s been writing literature for children for decades.

And with Christmas gift season on its way, there’s likely to be even more releases from big names in the coming weeks. 

On Instagram yesterday, comedian David Walliams, who’s enjoyed huge success with books such as Gangsta Granny and Billionaire Boy, promoted his latest effort The Blunders alongside Little Britain pal Matt Lucas, who was shouting about his own kids novel, The Boy Who slept through Christmas. 

While most savvy celebrities always have an eye on expanding their ever-growing empires with endorsements and brand deals, penning a bestseller for the younger generation seems to have become a popular venture for the stars in the last few years. 

Pop culture and branding expert Nick Ede said it had be a status symbol for celebrities who feel it is a ‘savvy way to make money, maintain fame and secure years of royalties’. 

Nick suggested the popularity of the celebrity author had been spurred on after many saw the booming success of comedian David Walliams‘ book empire.  

Walliams has become increasingly well known as a children’s author in recent years.

The Boy In The Dress came out in 2008 and has been followed by 14 more children’s novels including Mr Stink, Ratburger and Billionaire Boy, which have sold more than 35 million copies globally. 

At more than £100 million, his book earnings outweigh his showbusiness income and when WH Smith listed its most popular children’s books of 2020, three of his were in the top ten, beating even JK Rowling.  

His output is prodigious, publishing at least two books a year, including picture books for younger children and short story collections.

Seven novels have been adapted for TV – which he also produces and stars in – while five have been turned into stage shows.

Walliams has, in effect, become a brand that children will demand as each new title appears. 

Other stars to release children’s books include Oscar winning actress Lupita Nyong’o, whose bestseller Sulwe is going to be made into an animated musical by Netflix. 

And last year, Natalie Portman released Fables, choosing three classic tales and giving them a fresh revamp. 

Nick revealed: ‘The appeal for celebrities to write children’s books really has started with the David Walliams phenomenon.’ 

‘He saw a market where his books could sell but also would have many off shoots from theatrical interpretations, animations, audio books and merchandise. 

‘This allows the author to maximise in only a way someone like J. K. Rowling could imagine.’

Nick continued: ‘Stars like Konnie Huq have become best selling authors and even fitness trainers like Scott Harrison are branching into children’s books to educate on healthy eating and excercise in a fun way.’

The branding expert said Hollywood stars could secure ‘years of royalties’ by writing a children’s book which could become a classic for young readers.

He explained: ‘Celebrities like Idris Elba who have mass appeal in movies and TV who can write compelling narrative that children learn from is a savvy way of making money and keeping your fame and securing years and years of royalties. 

‘I think it’s a savvy way of staying relevant, building a new fan base and making money and also building a legacy like famous authors from Enid Blyton to Roald Dahl who still have their intellectual properties used for modern adaptions.’

Meanwhile Jamie Williams is Managing Partner at London-based ad agency, isobel agreed, saying: ‘Recently, I think there has been a general move towards celebrity side projects helping to build a celebrities’ brand, rather than just making money for them. 

‘This is probably linked to the fact that many celebrities now share their lives with everyone, and the measure of true celebrity power is now very much the number of their followers.

‘As a brand building side project, children’s books seem to fit the brief nicely, because they are definitely seen as a positive thing to do, and they can help engage an entirely new audience, with the chance to gain more followers and more fame. 

‘There’s obviously also the fact that just like most other people, celebrities have kids, they read children’s books, and they think ‘I can do this’. 

‘And many have the know-how of how to write, and a name that publishers will fight over.’

Meanwhile Andy Barr, CEO and Founder, 10 Yetis Digital, suggested the move could ‘widen a star’s potential reach to new and younger audiences’, adding: ‘This will have the added benefit of softening a personal brand and potentially opening up new, high earning, acting roles.’