As a children’s book publisher ‘lo these many years, I consider myself a kind of expert in knowing what children will read. That’s not the same thing as knowing what books librarians will choose for their award lists, what teachers are recommending for the classroom, or what parents remember from their own childhoods.

Having been the architect and creator of some of the bestselling children’s books and series of the past two decades, I have an instinctive appreciation, understanding and respect for this audience that lives between the ages of 0-14. The Feiwel and Friends publishing list, which was officially launched just this last month, is about finding books that kids will want to read and we hope will be books that will leave a lasting impression. While other publishers may be looking for the next wizard, the next brand, the next blockbuster, we believe in building a program book by book, and sticking to the enduring categories in children’s reading.

And what might those be? I used to rely on three words that seemed to me to capture my editorial philosophy. That was blind/orphan/pony. In those three words was a lot of editorial information. Blind meant a story about struggling with some kind of disability or difficulty. And let’s face it, Helen Keller was the only biography that seemed forever popular. Orphan meant kids operating without parents—living independently. Parents didn’t necessarily have to be dead (like in The Boxcar Children or Bambi), just conveniently absent (as in the Babysitters Club). And pony, well, kids love animal stories of all kinds. That editorial guideline served me well for many years. But over time I have expanded the definition of my publishing (which does still include blind/orphan/pony). It is now about tried and true themes that endure in children’s reading regardless of how hurried their childhoods and how much more sophisticated and media savvy they are. Children are children.

The books I publish fall into the tried and true categories: fiction and non-fiction about animals, friendship, sports, school, holidays, seasons. Stories that make you laugh and cry. Oh, and let’s not forget those scary stories which allow kids the opportunity to feel scared but be safe at the same time. Books can do that.

There are more than a few books I would want to share with you from our list (and I hope you will visit us at our Feiwel and Friends website to find out about what we’re doing—you can also visit with Holden Caulfield, our Newfoundland team mascot). But please be sure to check out Ballerina Dreams by Lauren Thompson and James Estrin, a picture book and a true story about dreams coming true that will be featured this next Friday, November 16 on the “TODAY SHOW.”

You’ll laugh and cry—and I promise you won’t forget it.

Jean Feiwel is the publisher of Feiwel and Friends.