Fresh addition to a successful genre: It’s Not My Fault will join the wildly popular illustrated animal humor books category, appealing to the same large market as A Sloth’s Guide to Mindfulness (Chronicle Books, 2018), which has sold 23,600 RTD and 500 YTD, The Little Book of Sloth Philosophy (HarperCollins, 2018), which has sold 55,300 RTD and 430 YTD, The Little Book of Otter Philosophy (HarperCollins, 2019), which has sold 18,000 RTD and 320 YTD, and the Field Guide to Dumb Birds of North America (Chronicle, 2019), which has sold 65,400 RTD and 4,700 YTD. While many books feature sloths and otters, this is the first book of its kind to feature a pangolin, the world’s only scaly mammal and a visually compelling creature.
Perfectly sized, four-color volume by skilled artist-author: It’s Not My Fault is a fantastic four-color, square trim package with original, hand-drawn, and smile-inducing illustrations on every page by beloved pangolin illustrator and expert Rachel Shaw. But while the package is delightful, it also includes important information on the species, its troubles, and what readers can do to help.
Perfect impulse buy: At only $17.99, this is the perfect impulse buy or add-on–a pick-me-up for oneself or a gift. After a tough election cycle and long stints of pandemic-related stress and isolation, readers will crave the comfort of cute comedy they can enjoy and return to.
Ties into the newsworthy status of pangolins, and answers top related questions: Pangolins made headlines as a possible key link in the spread of COVID-19, with eye-grabbing headlines like “Coronavirus: Revenge of the Pangolins?” (New York Times) and “Did Pangolin Trafficking Really Cause the Coronavirus?” (New Yorker). To answer, people need to first know, What is a pangolin? (And then: Would they really want to make us sick?) This book provides the answers.
Built-in large audience of conservationists: Animal lovers and conservation-minded readers will embrace this celebration of the pangolin, an animal that faces critical endangerment and extinction due to widespread trafficking (1 million pangolins trafficked in the last ten years alone). The large member bases of the WWF (1.2 million members), PETA (6.5 million members), and the Nature Conservancy (1 million members) speak to a potentially huge market that will embrace this book and support the author’s message of how to help.