Plushies - an interview with toy maker Maua Gang
and some ginger biscuits...
Hello everyone! Hope you are all well and are enjoying a slight turn for the better in the weather.
It’s 5pm, the sun is shining today and I am sitting at my kitchen table having baked all afternoon. I am tapping away on my laptop trying to distract myself from the heavenly smell and to resist the temptation to eat them all. I’ve made vanilla fairy cakes and ginger heart biscuits. Yum yum…
I’ve made them ready for my children to go back to school so they have homemade treats for their lunch box. As some of you know I embarked on something of a lifestyle change three months ago. Earlier this year I felt so exhausted I pretty much stopped drawing and writing and felt like I was just surviving day to day with no energy. Something had to give. So I’ve been on a journey of discovery about nutrition and healthy habits to try and find a better balance. My word of the year, after all, is BALANCE.
I started with food, aiming to cut out seed oils and ultra-processed food. I’ve eaten more protein and have reduced carbs and refined sugar. It was hard at first but after a few days I already started to feel the effects. I’m not sure how to describe it but I somehow feel cleaner inside. I now crave steak and greek yoghurt instead of chocolate. And the weight I’ve wanted to lose since my children were born is dropping off - a stone so far. Go me!
Having worked on my food for three months I feel like I’m in a bit of a groove. So now I’m turning my attention to other areas like relaxation, exercise and sleep. Reading Dr. Rangan Chatterjee’s book The Four Pillars has been a very interesting eye opener and practical guide. I’ve even booked tickets for my Mum and I to go and see him when he goes on tour next year which is very exciting. I’m sure it will be an inspirational evening.
A possible new project
Having worked on my health I feel a bit more focused and a bit more awake than I was earlier in the year so I now feel ready to start writing and drawing again. I sat down this week with the aim of doing some sketches for a book I’ve been asked to illustrate. I can’t share any details at the moment but it is certainly exciting to be working on a real project rather than my own stories or my portfolio.
Does a picture book need a plushie?
For The Revenge of Red Riding I thought about making a plush toy to accompany the book. I thought about this from several perspectives…
Firstly, I whenever I have visited schools to read the story I always thought props would add to the story and bring the characters to life. I often only have one book at the front of the class which can be hard for all the children to see so to hold a plush toy of the character might help them to visualise the story more easily and get exited about the book.
Secondly, from experience with my own children, a plush toy makes the character seem more real. Children can play with it, talk to it, act out the scenes from the book or make up further stories which extends the experience of the story beyond the reading of the book. I’ve seen my girls do this many times with the Gruffalo.
Thirdly, thinking ahead to possible publication, merchandising can be a great addition to a product line. It could be a special treat for a child who loves the character in the book. Or it could be great for gifting when a person wants to spend a bit more than the price of a book.
Lastly, as the book was for my MA I thought it would be a good prop to have at the MA show where I presented my book. I thought it might show that I had thought about the project from a commercial perspective as well as an academic one. I’m not sure they got me extra marks but they looked pretty cool at the MA show - there’s a picture of us with the toys at the end of this blog.
I read a chapter about merchandising by Naomi Hamer in The Routledge Companion to Picturebooks edited by Bettina Kümmerling-Meibauer. For anyone writing/illustrating or researching picture books this book is a great one with lots of chapters by various scholars on topics like the picture-text relationship, layouts, emotions, multi-lingual picture books, interfaces with photography and movies, literacy and linguistics - to name a few.
Naomi Hamer’s chapter in this book describes the history of merchandising - from the 1744 publication of A Little Pretty Pocket Book that included a pin cushion for girls and a ball for boys. Later merchandising tended to take a less gendered approach and in 1902 Beatrix Potter books were sold with a Peter Rabbit toy and this later expanded to many other items such as clothes and dishware featuring the characters from Potter’s books. Other examples of books that came with an accompanying toy include a doll of Johnny Gruel’s book Raggedy Ann in 1915, Winnie-the-Pooh in 1930 and Paddington Bear in 1958.
Today, merchandising is big business. Merchandise can make more money for movies or musicians than ticket sales. Many critics would suggest that picture books have become over-commercialised but let’s face it, most authors and illustrators don’t make Julia Donaldson amounts of money so diversification is an important aspect of their career if they are to make a living wage. When I googled picture book marketing, merchandising is frequently mentioned as a way for an author/illustrator to market their book so it seems like standard practice these days.
Most marketing of picture books is directed at the parent or the person that buys the book. I think that a character toy may be a good way to appeal to the child rather than the parent. If I go into a bookshop my children often gravitate towards the plush toys in a nearby display. Should a toy be attached to a book I’m certain it would have more appeal to them.
Plush toys and other merchandise certainly increase the value of the book’s brand and provide more opportunities to make profit. I, perhaps naively, like to think of the toys as an extension of my artistic style and as a way to extend and enrich the storytelling experience by bringing the characters to life. This outlook is probably why I’m not rich. It seems I need to step up my business game and think about profit as well as the reader’s experience.
Which toy maker should I use?
I set about doing some research on plush toy producers and it seems that there is a big difference between one off production and mass production. On this occasion, as I hadn’t yet decided whether to self publish my book or not, I decided I was commissioning a prototype rather than a mass produced toy. I viewed several toy maker websites that promise to turn a picture into a toy then I came across Maua Gang. The company is run by two parents and everything is hand made in Britain which I liked the sound of. Maua is the mum and toy designer and maker. Artur is the dad and he handles all the technical stuff. Zosia is their daughter and they have a dog called Pixi.
I wrote them an email and Artur replied quite excited about my project. I sent them a lot of pictures of my characters so they could get a feel for the tone of the story and so that they could help me decide which pictures to base the toys on. The ones below are the ones we chose.
Once this was decided and we agreed on overall sizes and price, Maua got to work. I received progress photos all the way through and they asked key questions about how I wanted them to represent the snout on Wolfie or the money Granny is holding.
Below are a few of the progress photos they sent me…
Interview with Maua Gang
After the toys were made I asked the team a few questions to get an insight into their process and what they enjoyed most about making my Red Riding characters.
“It was clear that this project was going to be something truly special, and I couldn't wait to dive in and bring your characters to life in a way that would do justice to the timeless charm of Red Riding Hood.”
1. Tell us a little about you and your team
You know, while you can grab my bio from the website, what really defines me is that sewing isn't just a skill I picked up along the way - it's practically woven into my DNA. My family has been sewing for generations, so you could say it was destiny for me to dive headfirst into the world of creating.
2. What was your favourite ever project and why?
Besides the Red Riding Hood project, I've had a few other favorites that truly ignited my creative passion.
Velho stands out as a masterpiece - a complex insect monster with delicate, folding wings that required a perfect balance of ethereal beauty and menacing presence.
Then there's Error Toy - a whimsical creation featuring five heads, each representing a different animal. It challenged me to stretch the limits of my imagination while maintaining a cohesive design.
And let's not forget Metmarc - the mysterious space snake monster that took me on an intergalactic adventure, seamlessly blending science fiction with toy design.
Each of these projects, though challenging, was incredibly fulfilling, pushing me to experiment with new techniques and unleash my imagination in ways I never thought possible. The end result? Pure magic - each one a testament to the sheer joy I find in bringing fantastical creatures to life through the art of sewing.
3. How do you choose the right materials to use for a toy?
When it comes to choosing the right materials for my toys, I'm all about quality and safety. My go-to fabric is fleece - it's not only incredibly soft and durable, but it also comes in a wide array of vibrant colors to suit any design. What sets fleece apart for me, though, is its adherence to strict safety standards. I ensure that all the fleece I use is certified with safety standards such as EN71-3, Oeko Tex 100, REACH, and more. This means that not only are my toys cozy and visually appealing, but they're also guaranteed to be safe for your little ones to cuddle and play with for hours on end.
4. When I first emailed you about creating the toys for my characters, what attracted you to the project?
When you first reached out to me about bringing your characters to life, I was immediately captivated by the uniqueness of the project. It wasn't just another run-of-the-mill commission; it was an opportunity to breathe new life into the beloved tale of Red Riding Hood. The prospect of reimagining such a timeless story was irresistible, drawing me in with its promise of creativity and innovation.
Moreover, what truly resonated with me was the personal connection I felt to the project. You see, Red Riding Hood has always held a special place in my heart - it's not only a classic story but also one that my own four-year-old daughter adores. Knowing that I could play a part in bringing joy to both children and adults alike, while also sharing in the excitement of a story cherished by my own family, made this project all the more meaningful to me.
From that very first email, I could sense the passion and enthusiasm behind your vision, and it sparked a similar excitement within me. It was clear that this project was going to be something truly special, and I couldn't wait to dive in and bring your characters to life in a way that would do justice to the timeless charm of Red Riding Hood.
5. Did you come across any challenges when creating the red riding characters?
Crafting the Red Riding characters was quite the adventure! Among them, Wolfie posed the biggest challenge. His unique shape and intricate fur were quite the puzzle to solve. I spent countless hours experimenting until I got his snout just right, matching the character from the illustrations.
But you know what? Challenges like these only make me more passionate about what I do. Every setback pushed me to try new techniques and approaches until I nailed it. And when I finally revealed Wolfie, it felt like a huge victory!
Still, each character in the Red Riding story was special to me. They all had their own hurdles to overcome, but they also brought moments of pure joy and creativity. These challenges remind me why I love my craft - to bring characters and stories to life with every stitch, filling them with magic and wonder.
6. Which of the three (Wolfie, Granny or Red) was your favourite character to create?
Choosing a favourite among Wolfie, Granny, and Red is tough - they're all special in their own way! But if I had to choose, I'd say Wolfie holds a special place in my heart. He was the most challenging to create, which made overcoming those obstacles extra rewarding.
Still, I couldn't help but adore all three characters. From Granny's warmth to Red's adventurous spirit, each brought something unique to the project. Every stitch was filled with love and passion, making the whole process incredibly fulfilling.
The Final Result
The final result is pictured below. I had two sets made just in case there was a mishap on a school visit. I think you will all agree they are absolutely superb. They are extremely well made and sturdy and the attention to detail from my drawings is exquisite. They even have labels with my name on! I got a little emotional when I opened the box. Hop over to my Instagram page and I will post the video of the unboxing.
Here we are at my MA show holding the toys…
And of course, toys are meant to be played with…
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See you all again soon
Naomi x