Here's how to get a children's book agent, with Emma Layfield of Children’s Books North Agency

One of the questions most often asked at publishing Q&As (after ‘what do you all do all day?’) is ‘What does a literary agent do?’

The launch of Children’s Books North Agency is incredibly exciting for writers and illustrators, as it will mean northern talent will find a route towards publication. Emma Layfield is a publishing powerhouse: from a flourishing career at Hachette, to spearheading Children’s Books North, and now launching the Children’s Books North Agency, a literary agency for children’s writers and illustrators, which is currently open for submissions.

I was excited to ask agency director Emma what the new agency would mean for writers, and finally answer that all-important question about what a literary agency does!

Congratulations on starting an agency in Manchester, Emma! Let's start from the beginning: what does a literary and illustration agency for children's books do?

Thanks very much for all your support and for helping to spread the word about Children’s Books North Agency.

In a nutshell, an agent helps writers and illustrators get their work published. They spend time finding the best writers and illustrators with the aim of pairing them up with the perfect publisher who will then turn their story or artwork into a book.

We read a LOT and we spend time discovering authors and illustrators (via social media, writing and illustration courses, through the submissions we receive, etc.) and nurturing their talent. We help writers improve their stories, and help illustrators improve their artwork and portfolio before submitting their work to publishers. Agents’ knowledge of the industry and market, and their connections is invaluable.

We then secure the best possible book deals for our clients - we negotiate fees, rights and contracts, and are also their career-long advisers, which is such a privilege.

‘I think publishing can sometimes be an overwhelming industry for an author or illustrator to navigate on their own, so an agent will champion their work and help guide them through their publishing journey.’

Emma Layfield

So, the work of an agent varies enormously - we read, write, art direct, sell, listen, support, and encourage.

How did you decide to found your new literary agency?

I wanted to spend more time doing what I’d always loved most as a children’s book publisher, discovering, developing and nurturing talent and championing regional diversity in the industry. There is huge talent in the North and I want to shine a light on that.

When I moved back home in 2020, it was very clear that there is a real need for more regional diversity and representation in publishing. Talent is everywhere in the North but there are less opportunities as most of the publishers and agents are in London, so CBNA will champion Northern talent to the wider publishing industry.

I also wanted to build on the wonderful creative scene here in the North. There’s so much happening here – just this month in Manchester alone we have Manchester Literature Festival, the National Literacy Trust is opening a hub in Salford, and there’s the Northern Publishers Fair at Manchester Central Library.

The North is a big place, so I plan to expand and open further offices in the North in the future to make sure the agency is accessible to all of our clients. Having boots on the ground and face to face meetings locally makes all the difference when building new author/illustrator relationships.

Tell us more about Children's Books North Agency?

After 25 years of working in publishing in London, last month I launched Children’s Books North Agency based in Manchester to represent Northern and Scottish writers and illustrators. CBNA discovers and nurtures new talent, and takes creatives already in the industry to the next level of their careers.

‘CBNA is THE only children’s book agency in Manchester and only one of three children’s book agencies in the North, so I’m really hoping it will make a difference to the talent here.’

I grew up in Lancashire and always wanted to move back home one day and continue my publishing career. Years ago that would have been impossible, but publishing is now expanding outside of London (thanks to publishers such as Hachette UK and HarperNorth) and I’m thrilled to be part of the change to grow and retain Northern talent.

What's the magic potion for making the kinds of stories children love and re-read again and again?

If only there was a magic potion! I always say to writers to remember the audience so, if it’s a picture books you are writing, it needs to speak straight to a 3-5 year-old.

Kes Gray and Jim Field’s Oi Frog! (published by Hachette Children’s Books) is a great example of a book kids love re-reading time and time again. It’s rhyming mania and nonsensical fun as a frog sits on a log, a lion sits on an iron and parrots sit on carrots! It is guaranteed to make kids (and adults!) giggle but it also teaches them about phonics and introduces them to new animals and they love re-reading it and knowing where the animals are going to sit.

What authors and illustrators do you represent?

Our exciting CBNA launch list includes bestselling Michael Whaite from Lancashire; rising star Bethan Clarke from Cheshire; FAB Prize winner Lucy Farfort from Newcastle; Scottish Book Trust New Writers Award winner Rachel Plummer from Edinburgh; Oscar’s Book Prize shortlistee Francis Martin from Lancashire; and exciting debut illustrator Jess Mahy from Yorkshire.

And we have some more clients to announce shortly, so watch this space!

What kinds of authors and illustrators are you looking for?

CBNA opens its doors widely to submissions from debut and established authors and illustrators. We work with creatives from the North of England (North West, North East and Yorkshire) and Scotland.

We represent authors, illustrators and author-illustrators, and specialise in picture books, illustrated non-fiction, young fiction and graphic novels.

And we welcome submissions from authors and illustrators from all backgrounds that are inclusive and representative of the diverse identities of young readers across the UK. 

We are open to submissions so check out the submissions page on our website www.childrensbooksnorthagency.co.uk

Which children's authors and illustrators do you recommend at the moment? 

Well, obviously, all of my clients!

And, separately, to CBNA I also run Children’s Books North (CBN) network alongside Rebecca Mortimer and our wonderful committee. It’s a network for all published children’s writers and illustrators based in the North and Scotland. We have 400+ members so there is a wealth of talent there.

The CBN committee recommends books from our members. I recently reviewed Who Ate Steve? Written by Susannah Lloyd, illustrated by Kate Hindley and published by Nosy Crow. It’s one of the funniest picture books I’ve read this year!

How can parents support their children's reading?

‘It’s never too early to start sharing books with children, so cuddle up and enjoy the stories and pictures together.’

And get other family members involved in story time. It’s a special moment that everyone can enjoy, and it’s a great way to bond. 

Finally, if people are interested to submit their ideas to you, how should they go about it?  Check out the submissions’ guidelines on our website: https://www.childrensbooksnorthagency.co.uk/submissions

If you have any questions for Emma about children’s books, illustration or writing, do add them below and I’ll ask her to her to hop on and answer them!