Chronicle and MoMA to Bring Modern Art to Kids

By John A. Sellers, Children's Bookshelf -- Publishers Weekly, 6/12/2008 10:20:00 AM

In an attempt to help kids engage with and better understand modern art and design, the Museum of Modern Art has partnered with Chronicle Books to launch the MoMA Modern Kids brand. The line of licensed products, which is set to debut in fall 2009, will include books, stationery, games, activity kits and other items. “One of our objectives is to extend the Museum’s brand reach to new audiences, instilling in a younger audience a lifelong interest and appreciation of modern art,” said Ruth Shapiro, MoMA’s director of retail business development, in a statement. The Dimension Branding Group negotiated the licensing deal between Chronicle and MoMA.

The partnership has its roots in Chronicle’s 2003 purchase of the SeaStar Books imprint from North-South. SeaStar had an outstanding contract for a book with MoMA at the time of the sale, and Victoria Rock, then head of Chronicle’s children’s division, contacted MoMA after the acquisition. “They said that their approach to teaching art to children had changed, and that they weren’t interested in going forward with that project,” she recalls. The two parties decided to hold off on going forward with a project, but to remain open to future endeavors.

That chance surfaced when Rock met MoMA’s Shapiro during a trip to New York. MoMA had been considering approaching houses about a publishing program, and after discussing the affinities between the organizations’ ideals—such as a mutual belief in the importance of design—they decided to move forward. “I have always felt there isn’t enough focus on helping children understand design,” says Rock. “Design is such an integral part of our lives. Things are designed all around us—terrifically well and very poorly.”

Rock, currently editor at large at Chronicle, says that MoMA Modern Kids will emphasize creativity and that the six or so titles on the debut list are more likely to be “kits” of a sort than traditional books. “The gist of it is really hands-on and independent thinking, rather than books that show step-by-step instructions,” she says. “It’s going to be much more about putting out ideas for inspiration, though there will be information about techniques and art.” The debut list is still being fleshed out, but Rock believes that MoMA Modern Kids will take advantage of the breadth of art and design for which the museum is known, with projects potentially involving painting, sculpture, photography and architecture.

The line will be sold in all locations where the publisher’s books currently retail. “One of Chronicle’s strengths is going into alternative markets,” says Rock. “We plan to treat [MoMA Modern Kids] as we would any other book on our list. And clearly the MoMA name is a very well-known name, so we’re hoping they’ll go places where children’s books don’t normally go.”