Companion Products – Merchandise That Supports Your Book
Who doesn’t love a cute little stuffie to cuddle with when reading about their favorite characters, or a t-shirt to wear? Many children’s book authors have merchandise that can be purchased that goes along with their books. Oftentimes, these are stuffed animals of the characters in the books, t-shirts, cups, hats, tote bags, stickers, coloring books, etc.
I know what you are thinking. You have a lot on your plate, especially if you are a self-publisher. You are having to sell your books, do book events, along with other marketing, and now you have to somehow get merchandise to go along with your book and sell those too? I know it sounds like a lot, but when you think about it, it really isn’t. In this blog, I will discuss different ways you can get merchandise that is specific to your children’s book and how you can sell the merchandise.
Having merchandise to sell alongside your book can be a powerful way to extend the life of your story and deepen a reader’s connection to it. Items like bookmarks, plush characters, apparel, or activity pages give children something tangible that keeps the story present even after the book is closed. Merchandise also creates additional income opportunities, especially at events like school visits, book fairs, and signings, where readers may want a keepsake but aren’t ready to purchase another book. Beyond revenue, well-chosen merchandise helps build your author brand, increases visibility, and turns your book into an experience rather than a one-time purchase—allowing your story world to live on in everyday moments.
When it comes to merchandise, starting small is not only practical; it’s smart. You don’t need a full product line right away to make an impact. Beginning with one or two simple, affordable items lets you test what resonates with your audience without incurring unnecessary expense or inventory. As your book gains readers and you receive feedback from parents, teachers, and children, you can gradually expand your offerings in thoughtful ways. Building your merchandise over time keeps the process manageable, reduces financial risk, and allows your products to grow organically alongside your book and readership, rather than feeling overwhelming or forced.
Although I do not sell bookmarks, I do use them as a giveaway when my book is purchased. This is one small thing you could start with. They do not cost much to make, and you can actually design them yourself (which will save money), or you can have someone else design them. There are many companies that will design and print, or have capabilities online for you to design your own and upload it to their site, and then they print it for you. As I mentioned before, I am a big fan of Canva for designing, and if it’s items like posters and bookmarks, they are reasonable for printing too.
The right items help reinforce your story, encourage imaginative play, and give young readers something special to remember their favorite characters. Whether you’re selling at events, online, or during school visits, merchandise doesn’t have to be complicated or overwhelming. The ideas below offer a range of options—from simple, low-cost items to more interactive and giftable products—so you can choose what best fits your book, your audience, and your stage as an author.
Low-Cost, Easy-to-Start Items
- Bookmarks (character or theme-based)
- Stickers
- Coloring pages or activity sheets
- Mini coloring books
- Postcards or art prints
- Character cutouts or paper dolls
- Signed bookplates
Reader Favorites & Keepsakes
- Plush toys of main characters
- Throw pillows with quotes or characters
- Tote bags for library or school use
- Water bottles or mugs (parent-friendly!)
- T-shirts or hoodies
- Pajamas featuring characters
- Character-themed socks
Educational & Interactive Merchandise
- Activity workbooks
- Story-based flashcards
- Puzzles
- Memory or matching games
- Alphabet or counting charts tied to the story
- Classroom posters
Seasonal & Giftable Items
- Ornaments
- Holiday-themed story extensions
- Gift bundles (book + merchandise set)
- Back-to-school items (folders, pencil cases)
Digital Merchandise (Low Inventory, High Flexibility)
- Printable activity packs
- Downloadable coloring pages
- Digital classroom resources
- Audiobook or read-aloud recordings
Event-Friendly Add-Ons
- Signed copies with character stickers
- Personalized name pages
- Character masks or crowns
- Autographed merchandise
Tip for First-Time Authors: Start with items that are lightweight, affordable, and easy to store or ship. As your audience grows, you can add higher-end or custom items that bring your story world to life. Start with a small, cohesive set that reflects the heart of your book. Let your readers guide what comes next. When kids ask, “Do you have this character?”—that’s your cue to grow.
Remember, these items not only make your book and the characters memorable, but they are a great way for self-published authors to supplement their income. Don’t start by spending a lot of money to create these items. It is important to start small, see how it goes with smaller, inexpensive items, before spending a lot of money on bigger, expensive items. You want to make sure your book is a success, and you want to know what items people are interested in and what the demand is first.
In next week’s blog, I will discuss bundling merchandise and show you a suggested price guide for these merchandise bundles. And remember, if you have any questions or just want to comment, please contact me. I would love to hear from you!
