Today's Read Team 
Remembering Rosemary Sandberg: A Pioneer in Children’s Publishing
Rosemary Sandberg, a significant figure in children’s literature and a celebrated literary agent, has passed away at the age of 84. Her career, which began in 1967 at Puffin Books, marked a transformative period in children’s publishing.
A Trailblazer at Puffin Books
Sandberg’s journey in the publishing industry started at Puffin Books, where she notably co-founded the innovative Puffin Book Club. Juggling her work with motherhood, she famously kept her first child in a carrycot beneath her desk.
Innovations at Collins Publishers
After four successful years at Puffin, Sandberg was recruited by Billy Collins to establish the first in-house paperback picture book list for Collins Publishers—an unprecedented venture during that time in the industry. She launched the paperback imprints Lions and Picture Lions, distinguished by their vibrant lion logo and white covers, which became iconic for readers in the 1970s and 1980s.
Quality Over Quantity
With a keen focus on quality, Sandberg’s Picture Lions imprint boasted titles from renowned authors such as Judith Kerr, Maurice Sendak, and Quentin Blake. Despite publishing around a dozen titles annually, her careful selection process ensured about 90% of the books remained in print, a testament to their enduring appeal. Reflecting on her criteria, she stated: My first criterion became to imagine reading the book to a child. I think of a child on my lap at bedtime… It has to interest, excite, hold the attention and delight.
An Advocate for Child-Centered Design
Sandberg prioritized the reading experience for children. She recalled a child’s comment about a book having ‘too many words,’ leading her to pay meticulous attention to design aspects like typeface and layout. Her philosophy revolved around making books visually accessible and engaging for young readers.
Establishing Her Agency
In the 1990s, after nearly two decades at HarperCollins overseeing children’s paperbacks, Sandberg established her own literary agency. Throughout her 30-year tenure as an agent, she represented an array of acclaimed authors from both the UK and the US, including Francesca Simon and Rosemary Wells.
A Legacy of Excellence
Renowned for her formidable skills and advocacy for her clients, Sandberg gained respect within the global publishing community. She provided invaluable advice to aspiring authors, emphasizing the need for exceptional quality: Be incredibly self-critical, as to stand a chance you have got to produce something better than most of what is already published. The standard is so very high, and only the very best will be published.
Impact on Literature
Sandberg’s contributions have influenced a myriad of readers and have given rise to bestselling children’s titles like Horrid Henry and Voyage to the Bunny Planet. Her work has left an indelible mark on the literary landscape.
Survived by Family
She leaves behind her husband Robin, with whom she shared over 60 years, alongside their daughters Mary and Alice. Rosemary Sandberg’s remarkable legacy continues to inspire future generations of readers and writers alike.