Woke Babies founder Kelly Nicholls joins Mulcahy Sweeney to discover new talent.

The literary agency Mulcahy Sweeney Associates is delighted to announce the appointment of Kelly-Jade Nicholls as Associate Literary Agent. Nicholls is the entrepreneur founder of Woke Babies, the UK’s leading book subscription service and publisher for black children’s books from 0-11-year olds. She will be working with the agency to develop a range of original initiatives to get more books by black authors and illustrators to a great many more children in the UK and US initially, then later in other countries. Nicholls’ Woke Babies business has created a subscription delivery service which distributes a fun package every month to thousands of families in the UK and US. The packages – which are tiered for children of different ages – contain books, customised games and toys.

Nicholls said: “Woke Babies’ mission is to create diverse, fun and educational materials that inspire children.  Representation matters, especially in the children’s books that shape early minds. When children see themselves in a positive light – being the heroes or heroines, astronauts and scientists, or simply as the focal point of an amazing  story – it creates the possibility for them to take up their space and step into their full potential.  We believe this starts with books.  The Woke Babies platform highlights black authors and illustrators who have, historically, struggled to gain the recognition they deserve and reach customers that need them. Mulcahy Sweeney Associates are helping me expand by bringing new deals and new ideas to the business. We will also be working together to spot new children’s writers and illustrators.”

Sallyanne Sweeney of Mulcahy Sweeney Associates said: “As Kelly and I have got to know each other, I’ve been stunned by her entrepreneurial energy as well as the quality of the gorgeous and original packages that she creates for kids. This is a lovely venture and a business with a big future, and we’re delighted to be working with her both creatively and in negotiating new ventures with third parties.”


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