California publisher Phoenix Books is launching a children’s division. The first book, published under the already existing Dove imprint, will be released in September. Carl Reiner’s Tell Me Another Scary Story... But Not Too Scary! will be a sequel to Reiner’s bestselling picture book, Tell Me A Scary Story… But Not Too Scary, which Little, Brown published in 2007. The line will also include a series for tweens called I (heart)..., about celebrities such as Taylor Swift, Robert Pattinson, Selena Gomez and the Jonas Brothers.

Gray Peterson, v-p of sales and marketing, will oversee the program, taking on the additional title of associate publisher of children’s books. The books will span multiple formats, and thematically will mirror Phoenix’s adult books: entertainment-oriented books by or about celebrities.

Peterson said, “This is an exciting time for Phoenix Books as we expand into this growth category. I look forward to guiding this new division.”