Auryn's Founder on Storytelling Opportunities

We heard from author-illustrator Sue Shanahan last month about her beautiful new app, Love You to the Moon and Back, from award-winning app producer Auryn. This week dotMomming features Umesh Shukla, founder and CEO of Auryn, to find out more about the app market, picture books, and children's literacy.

Kirkus Reviews calls the Auryn team "some of the best developers in the business." And through collaborations with legendary children's authors like Rosemary Wells, it is establishing itself as a serious player in the highly competitive children's app market. Readers who are not yet familiar with Auryn's books can get up to speed quickly this month as Auryn plans to give away a free picture book app every day in celebration of National Reading Month.

dotMomming: You have come out with some lovely apps based on print picture books, such as Don Freeman's stories (Hattie the Backstage Bat, Inspector Peckit), the Teddy books, and the Miko series. Can you explain how this model – creating enhanced, interactive books out of existing print books – is successful for an app producer?

Umesh Shukla: In any content business, working with an established brand always helps; even more, when a new format like the tablet comes along. We have been fortunate to have worked with numerous established brands. It has mutually benefited both us and these brands. While we get an opportunity to showcase our capabilities with the help of these brands, they get Auryn’s expertise in maintaining their brand value, while transforming their intellectual properties to a new medium.

DM: Do you see Auryn opening the door to original stories from new authors and illustrators? Why or why not?

US: Absolutely. Every new device presents some very unique, device-specific storytelling opportunities, and we are very keen to move in that direction with the right creative partners.

DM: Auryn is one of the first producers out of the starting gate. How has that worked in your favor? Now that the bigger houses such as Scholastic are entering into app-land, what does that mean for smaller independents such as Auryn?

US: It’s still an emerging field. We believe there is plenty of room for players both big and small. Having bigger players enter the field simply establishes the validity of the new format, and helps everyone involved in creating content for that medium.

DM: What type of books do you see Auryn creating – strictly picture books for young readers, or older interactive books for middle-schoolers, too? What do you hope to accomplish as a producer of enhanced books for kids?

US: Currently our focus is in picture books, as they allow us to showcase our patented rendering technology. But we are in the storytelling business and do plan to open ourselves to other genres in coming months/years.

DM: Can you speak to literacy learning? How do you see the uptake of books and learning changing for young readers as more classrooms open up to digital media? And where do picture book apps such as the ones Auryn produces fit in?

US: I am very excited by the emerging opportunities new devices offer in every kind of learning. School bags are going to get much lighter. Now abstract concepts can be presented in so many subtle and interesting ways to help a child grasp them better. The learning possibilities are enormous.

A small example of it would be the inclusion of pronunciation guides in our apps. While the child is reading the story, he or she can learn to relate the sound to the words. I think we are lucky to be working in a medium that is being defined and redefined everyday. We hope to play a big part in shaping its future.

Author-Artist Shanahan Debuts With Auryn

There's no denying that the way children read books and "experience" stories -- whether through gaming, downloading digital books, watching YouTube, recording videos of their stories themselves -- is changing. And storytelling is transforming right along with it. For authors and illustrators of children's books, picture book apps offer an exciting new frontier.

Sue Shanahan is one such author-illustrator who has ventured into app-land. A longtime artist focused on children, she decided to give it a go and see her work produced in digital form rather than book. Working with top-notch app producer Auryn, whose Teddy's Day, Teddy's Night, and Miko series have earned rave reviews, she has created the adorable Love You to the Moon and Back for the iPad. We asked Sue to share how she broke into the picture book app market.

dotMomming: How long have you been illustrating for children. Is the Love You to the Moon and Back app your first digital book?

Sue Shanahan: My career illustrating for children began over 30 years ago. I've been fascinated with the human form for as long as I can remember. On top of that, I'm crazy about kids. So illustrating for children was a natural fit. Love You to the Moon and Back is my first digital book. It was made from pre-existing art that I own the copyright to. With the help of a couple of SCBWI members, I wrote the poem the art illustrates. Right now I’m working on finishing up the illustrations for another picture book app for Auryn. This is a full-fledged story that’s been milling around in my brain for a years. I am very excited about finally bringing it to fruition. I have my fingers crossed that Auryn will produce it into a premium app like Teddy's Day.

DM: Was it hard to break into the app market? Have you knocked on a lot of doors, or was Auryn your first?

SS: Actually, Auryn was my first. I was surprised how quickly they called after my submission. They liked my work, but it also was extremely important that I owned the copyright to everything.

DM: Author-illustrators are particularly attractive to publishers, both in the digital realm and the printed page. Do you feel you're at an advantage compared with other writers and artists trying to catch an editor's eye?

SS: Definitely. I have a feeling with new apps, Auryn only is interested in picture book author/illustrators. They have been producing apps from pre-existing picture books but only if the book company no longer owns the rights.

DM: The Love You app merges beautiful illustrations with gentle interactivity that reinforces reading. While it can be read alone, it offers great engagement opportunities for parents to record their voices and share the message of unconditional love. Are you happy with the results of your work when you see it on the iPad.

SS: It is a wonderful feeling to read my book on the iPad. The illumination from behind brings my art to life unlike being reproduced on the printed page.

DM: Publishing in the iTunes store is a different experience than in the bookstore down the street. Love You is priced at $0.99. How have sales been so far? Would you do it all again?

SS: The app sales are moving along steadily. I was told not to worry about the sales at this point. It takes awhile for them to gain a momentum. I do appreciate the wonderful reviews customers are giving it in iTunes. Yes, I would do it again. I think this is where books are going. It's exciting to be in on the ground floor.

DM: I liked the inclusiveness of your illustrations -- children are features from all walks of life, including a little girl with Down's syndrome. This is so rare to see in a mainstream picture book. How has the book been received so far?

SS: My art has always reflected the beauty of all kinds of kids. Long ago, I was miffed when an art director insisted I stylize my art like the "Gerber Baby." I stubbornly refused to. My thought was, “How is a child supposed to feel good about herself if there are no images of her in the world?” Who decides what's beautiful anyway? One of my heroes is Norman Rockwell. I figured if capturing real people worked for him it could work for me too. Today people respond to the diversity in my art. Truly, what's different about us is what makes us beautiful.