TLL Staff
Hidden Pigeon Company has extended its partnership with Union Square & Co. to develop licensed books featuring Mo Willems’ beloved characters.
Hidden Pigeon (HPC) was co-founded by Willems, who is a bestselling children’s book author.
The new 10-year agreement expands their collaboration and will introduce a variety of new titles for the Union Square Kids imprint.
Under the extended partnership, Union Square Kids will publish a broad selection of books, including activity books, board books, workbooks, novelty formats, and storybooks, bringing Willems’ characters—such as The Pigeon, Elephant & Piggie, and Knuffle Bunny—to young readers worldwide.
The publishing program is expected to release 15 to 20 new titles per year, with the first book under the agreement, Don’t Let The Pigeon Color This Book!, launching in October 2024. Additional releases, including The Pigeon WON’T Count to 10!, are scheduled for fall 2025.
In addition to books, the collaboration will extend into the gift and stationery market through Knock Knock Kids, an imprint of Union Square & Co. This expansion includes new products such as Pigeon- and Elephant & Piggie-themed Fill-in-the-Love journals, notebooks, activity pads, and paper placemats.
“Union Square Kids is dedicated to engaging and entertaining young readers, which is also at the heart of what we do at Hidden Pigeon Company,” said Karen K. Miller, President & CEO of HPC. “We are excited to continue working with Union Square to expand the reach of Mo Willems’ characters and offer more opportunities for children to explore their creativity.”
Emily Thomas Meehan, Senior Vice President and Publisher at Union Square & Co., says the company was attracted to the partnership due to the enduring popularity of Willems’ characters.
“Mo Willems’ books have captivated and inspired millions of children worldwide,” Meehan said. “We are delighted to further our successful collaboration with Mo and Hidden Pigeon Company to bring his beloved characters to kids in new and exciting ways.”
The books will be available in the U.S., Canada, the UK, Australia, and New Zealand, while the gift and stationery items will be distributed in the U.S. and Canada. This partnership builds on the success of Union Square Kids’ recent release of Will the Pigeon Graduate?, which debuted on March 4, 2024, and became an instant New York Times bestseller.
Willems, a multiple award-winning author, has published over 70 children’s books, including numerous New York Timesbestsellers. His creations have been adapted into television specials, animated series, theater productions, and museum exhibits. In 2023, Willems co-founded Hidden Pigeon Company to further expand the reach of his beloved characters across various entertainment platforms.