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"I've written a children's
book..."
"I've created a children's product..."
"I want to be an illustrator..."
So you think you can topple Sponge Bob? You've got this great idea
for a children's book or product, or you're an aspiring illustrator. Where do you start?
There are many people just like you, so you can take comfort in the fact
that you are not alone.
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1- Develop a realistic business plan:
You need to chart a plan of action before you do anything else. Between printing, distributing, selling, trade show booths,
establishing a website presence, advertising and, yes, the price of
illustration, you have chosen an endeavor that can get expensive. Keep in mind that it almost always takes a long time
to make a profit on a new product. Reliable sources in the toy industry estimate that it may take two years or longer.
Reality check: According to
KidScreen Magazine, it is rare
that a new product can beat the big guys, but there are a few exceptions. Baby Einstein, for example, began as a home
video and is now one of those big guys. The key to standing out from the crowd is having a strong brand development plan.
A distributor is not likely to align with a partner that needs to be guided through the entire process.
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2- Include advertising, illustration and promotion costs,
such as:
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Trade show booth - can run
$6,000 or more for booth, printed material, display pieces and other essentials.
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Magazine advertising - typically
can cost $1500 and up for a
single run in a major magazine or national newspaper.
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Illustration pricing -
be prepared to spend some money. Illustration is a lot more involved than you may think, especially if it includes brand identity. Character design,
logo design and complex background scenes take a lot of time, which translates to dollars. It takes many hours, including
in-depth discussions, to get the character, logo or scene just right. You should expect prices along these lines:
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Logo - $2000 and up.
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Children's book -
Starting prices are for about 10 images, and depend on complexity: $4000
and up for BasicBrite, $5000 and
up for 2Dlite, $6000 and up for 3Dlite, 10,000 and up for 3Dluxe. For
information about styles click here.
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Purchase of all rights
to the characters and illustrations doubles the price.
Note: Sorry, but I am not available to work on "spec" (speculation). In other words, I will not consider
projects that only offer "sharing in the profits later" or "illustrate in your leisure time for a percentage of the
profits." There will always be an up-front payment, also known as an "advance against royalties." While I enjoy my
work, it is still a business, not a hobby.
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If you're an aspiring illustrator
looking to illustrate someone else's projects or products, the internet makes it easier then ever for prospective clients
to find you, but you still won't be able to survive if the quality of your work is not up to par. Remember that aside
from being a creative person, this is a BUSINESS and you have to treat it as such. Deadlines need to be taken seriously,
requested changes to your work must not be taken personally, and at all times an air of professionalism must be maintained.
And by all means, if you are offered a project that is outside the scope of your abilities, do NOT accept the job. If
you can refer them to someone who is better able to meet their needs, do so. The potential client will respect you for
it and may call again when a more appropriate job opens.
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3- Learn all you can about your
chosen industry: It's a big world out there and you are not the only one with a bright
idea. Children's publishers, for example, get thousands of inquiries a week and some do not even accept unsolicited
manuscripts. Self-publishers, also known as "vanity presses" are mainly printers who may do very little to publicize
and distribute your work. Another option these days is E-publishing. As a kid, you learned how to do your homework and
it doesn't stop just because you're all grown up. Check out the organizations, websites and books shown to the right.
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4-Trade shows: There is a wealth
of information to be found at trade shows. If you are in the New York area, The Javits Center has a calendar of events
online with a link to the website for particular shows. If you register online enough in advance, you might get in free.
However, if you do not meet the specific requirements to attend, you may need to contact the organization that's running
the shows as they are not open to the general public. Admission prices vary depending on the show. Check the link to
the right for the Javits Center or search for the website of the conference center in your area. Event sponsors may
list nationwide shows on their own pages, so the Javits Center may be a good place to start.
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5- Get a distributor: No matter
how magical your product may be, it won't appear in the stores all by itself. You need to get a rep, salesman or distributor.
I don't have a link for that, so you'll just have to do your homework and use the search engines.
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6-Copyrights: There are thieves
out there and you need to protect yourself! You can mail the idea to yourself and not open the envelope, or you can
get your work officially copyrighted with the U.S. Copyright Office. It's not expensive, but make sure to follow all
instructions and shipping guidelines.
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7-Contracts, Quotes, Proposals:
You don't have to give a price the moment you are asked. Use quotes or proposals to state your price and what that
price will include. Don't be afraid to ask for or use a contract or agreement. Companies are used to using them and
if they refuse, take it as a red flag and don't be afraid to walk away from the job. To find samples of contracts
and quotes as well as other business forms,
The Graphic Artist's Guild Directory of Pricing and Ethical Guidelines is an indispensable tool.
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When you're ready, I would look forward to working
with you on your project, but until then, do your homework, don't lose hope, and good luck!
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