Little Bee Books has secured the rights to publish nine titles based on rapper Snoop Dogg’s 3D-animated hip-hop music video series for preschoolers, Doggyland: Kids Songs & Nursery Rhymes, over the next two years. The series, which consists of positive and affirming videos that stream on YouTube and YouTube Kids, features a cast of diverse and colorful canine characters that sing and rap about early learning concepts, behavioral and life skills, the importance of family, and social-emotional development.
“I came across the property in an unconventional way,” said Jeanine Le Ny, executive editor at Little Bee Books. “I saw a little girl, maybe four years old or younger, rapping affirmations, with her dad encouraging her. I thought, that’s such great parenting, to start the day with an affirmation.” The melody turned out to be one of the Doggyland videos, Affirmations Song. “I didn’t know anything about Doggyland at the time,” Le Ny said, “but I started seeing videos online with preschool classrooms and elementary school teachers starting their day with these affirmations and even saw a medical resident, who was having a rough day, performing the song.”
Le Ny found Doggyland on YouTube and watched all the videos. “I thought it was so good,” she said. “It touches today’s kids, it’s modern, it’s catchy, and Snoop Dogg’s involved. And it fits in with Little Bee’s mission of specializing in progressive books for kids of all ages.” All of the company’s books follow five pillars: diversity, acceptance, empowerment, anti-bullying, and awareness. It can be hard to find appropriate licensed properties, Le Ny said, but Doggyland was a great fit. So she reached out to the producers.
The idea for Doggyland came to Snoop Dogg because he wanted his grandkids, at a young age, to have something to watch that reflected their background and his background, Le Ny said. Co-creators include actor and producer Claude Brooks, known for the series Hip Hop Harry, which aired on Discovery and TLC’s Ready Set Learn! programming block from 2006 to 2008; and singer-songwriter and producer October London, who is a lead voice actor on the series and writes some of the songs. Launched in August 2022, the series of music videos has built a subscriber base of 1.2 million fans and an audience of 12 million listeners, with a portfolio of 300 videos to date. The family-friendly and inclusive series has won Mom’s Choice and NAACP awards.
The first book, set to release on February 24, 2026, is Snoop Dogg’s Doggyland: Affirmations Song, a board book based on the viral song that first attracted Le Ny’s attention, which highlights the property’s core principles of positivity and self-confidence. The book is based on the lyrics, as the Doggyland pups, which include Woofee, Yap Yap, Barks-A-Locks, and Chow Wow, celebrate who they are, alongside their adult mentor, Bow Wizzle, a purple dog voiced in the series by Snoop. The lyrics are supplemented by some additional storytelling elements and encouraging prompts from Bow Wizzle.
More titles will follow in spring 2026, including Snoop Dogg’s Doggyland: Counting Numbers Song Sound Book, a six-button, count-along, hip-hop sound book that is exclusive to Walmart (where Snoop Dogg has an apparel deal based on his personal brand), and Snoop Dogg’s Doggyland: Family Barbecue, a board book based on an episode featuring a song by London. Fall 2026 will bring Snoop Dogg’s Doggyland: Ultimate Sticker and Activity Book, with more than 500 stickers, and a holiday board book, Snoop Dogg’s Doggyland: Jingle Bells, in the shape of Bow Wizzle’s lowrider sled.
Continuing into 2027, Snoop Dogg’s Doggyland: Hello, Good Morning, a sun-shaped board book that gets readers started on a positive path for the day, is scheduled for a spring release, along with Snoop Dogg’s Doggyland: Just Breathe, a board book to help readers self-regulate by taking deep breaths. Finally, Snoop Dogg’s Doggyland: Paw-some Puffy Sticker and Activity Book, which, in addition to puffy stickers, contains 16 sheets of press-out cards, games, and other fun, comes out in summer 2027, followed by Snoop Dogg’s Doggyland: Eat Your Veggies, a tabbed board book encouraging healthy snacking, in the fall.
Nine titles to start is a robust list for a licensed publishing program these days. “It’s a Snoop Dogg project, which I think will help with sales,” Le Ny said, adding, “I really believe in the property and its message, and I want to expand the audience and bring it to more readers.” The titles are designed for a spectrum of preschool and early elementary readers, with the cased board books reaching the sweet spot of ages 3–5, the shaped board books ages up to 3, and the coloring and activity books with stickers ages 3–7. More titles are expected down the road, including some book-plus formats.
Doggyland has been expanding its brand of late. The series partnered with the musical stage show Kidz Bop, with the Doggyland dogs serving as the opening act for the first 28 shows of the Kidz Bop Live Certified Bop Tour this summer. And it paired with Baby Shark for “Baby Shark x Doggyland Remix (Do the Shark),” featuring Snoop Dogg in a new version of Baby Shark’s famous original tune to celebrate that property’s 10th anniversary. Merchandise on the market to date includes a licensed Tonies audio device, plush toys from Banned Goods, and party goods from Amy’s Card & Party Shoppe.
Snoop Dogg’s personal brand and popularity have been growing over the past few years as well. He has gained fame beyond his music career as an enthusiastic commentator on the Olympics, leading to his recent naming as the honorary coach for Team USA at the Winter Games in Italy; as a judge on The Voice; and for his odd-couple friendship with Martha Stewart, for example. He and his merchandising agent Bravado Group have signed numerous deals for merchandise including a holiday collection at Spencer Gift last year; partnerships with Skechers, BIC Lighters, Dr. Bombay, and Broadus Foods; and his Dogg Supply apparel collection at Walmart, among others.
