What does art and craft book publisher David & Charles bring to licensing? Ame Verso tells all…

Ame Verso, a terrific name for someone in book publishing! What’s your role, Ame?
I’m the Publishing Director at David & Charles, an independent, specialist consumer publisher based in Devon. I’ve had a long-standing relationship with the company since 2003, originally joining in-house, then freelancing, and returning permanently in 2012.

Oh, interesting! What role did you have when you first started?
I started out as a junior editor and gradually made my way up the ladder. Now I lead a brilliant creative team and oversee the whole publishing programme.

Amazing! And what does the programme involve? On a day-to-day basis, I mean…
The programme has grown to around 100 products a year across art, craft, wellbeing and motoring categories. Each area has a dedicated Commissioning Editor who reports to me, and I also run my own list of acquisitions. Our super-organised Publishing Manager also reports to me, who then manages the rest of the design and editorial team…

So! My days involve a lot of plate-spinning! I’m working on a wide range of titles at different stages – from initial proposal to reviewing manuscripts and page proofs. I also make sure the team has the support and freedom to do their best work. It’s about keeping a clear creative vision while also guiding the business side of things. I genuinely love my job – it’s collaborative and varied – and it keeps me inspired every day.

Fantastic! I have to say, you seem to have the same positive energy I found on the David & Charles stand at London Book Fair… Of which, you publish some really intriguing licensed titles: Knitting Peter Rabbit comes to mind… Pokémon Cross Stitch is another. What other IP have you signed?
We’ve been fortunate to collaborate with some incredible brands. Pokémon has been a standout – what started as a single crochet book has grown into a suite of over 16 products, including books and kits. It’s been a really valuable partnership and I feel like we’re only just getting started! With Peter Rabbit, we started with a toy-knitting book, which led to a book on crochet toys, then another on knitted baby garments – and now a crochet kit.

Hasbro came on board after seeing our Pokémon titles at London Book Fair. As a result, we’re now thrilled to be working on Peppa Pig knitting and crochet books launching this autumn, as well as a range of Dungeons & Dragons art titles for 2026. We’re also adding two Flower Fairies titles to our 2026 programme – one on papercraft and one on herbal remedies. We’re excited about those; it’s such a beautiful, timeless brand with strong nostalgic appeal.

And by what criteria do you choose your licenses, Ame? How do you know what works for you?
Our audience is already somewhat niche so we’re careful not to ‘niche the niche’ further…

Oh, I like that phrase! So you have to go for quite strong brands?
Yes, exactly. We look for brands with strong name recognition, intergenerational appeal and international potential – because foreign language co-editions are a key part of our business. I love brands that have a strong heritage, too… I’m excited about working with Flower Fairies, for example. It’s such a timeless, beautiful brand with strong nostalgic appeal.

It’s also about how visually appealing and tonally appropriate the brand is… We look for properties that naturally lend themselves to craft, design and creativity. And sometimes it’s just gut instinct! If I can vividly picture what the final ‘makes’ would look like, that’s usually a good sign!

I was going to ask about that… Because I can’t even guess how you start developing ideas for these craft books! What’s the process?
There’s no single route in – sometimes the brand comes first, and sometimes the creative spark does. With Pokémon, we started with the license and worked out the best commercial formats from there. With Peter Rabbit, we spotted an author already doing beautiful handmade pieces and approached the licensor based on that.

With Peppa Pig, it was a brand I’d wanted to work with for years – and finally found the right way in! The key for me is always the creative vision: I need to be able to visualise the finished product on someone’s shelf, or bedside table, and feel excited by the opportunity to delight fans.

I love how intuitive it is! Great answer. What’s next for you?
More books, more kits, more creative formats! We’ve enjoyed a strong period of growth and are actively expanding what licensing looks like in our categories. We’re ambitious about becoming the go-to publishing partner for licensors who want to reach our audiences, and work with a passionate team to create beautiful products.

Fantastic. And to wrap this up, Ame, what’s the one question I could’ve asked you today but didn’t?
Hmmm… Perhaps: do you think some licensors underestimate the potential of the art and craft market?

Great question! And DO you think some licensors underestimate the potential of the art and craft market?
Absolutely – and I completely understand why. Art and craft is a niche but it is becoming more and more mainstream. People have really lent into their hobbies since the pandemic. When it’s done right, with a deep understanding of the customer, it can be a remarkably powerful way to engage fans and build brand equity. Our Pokémon publishing programme is now a million-dollar business, built around the simple idea that fans don’t just want to consume – they want to create.

And what effect do you think that creativity has on a fan’s passion for a brand, Ame?
Art and craft sits at the intersection of fandom and self-expression. It turns passive appreciation into active participation… Whether someone is cross stitching a Pokémon, knitting Peppa Pig, or crafting a Flower Fairy journal page, they’re forming a deeper connection with the brand. That emotional investment is what makes these products so special.

What David & Charles brings as a publisher is the ability to translate beloved IP into products that feel thoughtful, offer expert instruction and are creatively inspiring. We don’t just add a character to a cover – we create something fans are proud to make and display. There’s a huge opportunity here for licensors who are ready to explore it – and we’d love to be their partner when they do!

Wonderful! Thank you so much, Ame. I’ll be sure to drop a few pictures in so people will know exactly what we’re talking about.