From literary agents to self-publishing – a guide to every option
There is no single route to getting a children’s book published. The agent-to-major-publisher path is the one most writing advice assumes you are on, but it is one of several viable options, each with different trade-offs, different timescales, and different definitions of success. Understanding all of them before you start is worth more than diving straight into one without knowing what you’re committing to.
Route 1: Getting a literary agent
- What it involves: You query literary agents with your manuscript. An agent offers representation, edits your manuscript, and submits to editors at major publishing houses. A publisher makes an offer. You sign a contract and receive an advance. Here’s what your query letter should look like.
- The upside: Agents have access to the major publishers, like Penguin Random House, HarperCollins, Hachette, and Macmillan, which don’t accept unsolicited submissions. These publishers have the distribution, marketing budgets, retail relationships, and cultural weight to give a book its best chance at a wide audience. An agent also negotiates your contract and manages your rights, which has significant long-term value.
- The downside: Finding an agent can take years; the process is slow and the rejection rate is high. You cede considerable control over the publishing process, as your agent acts on your behalf. And it’s important to note that having an agent doesn’t necessarily guarantee that you’ll get published.
- Who it suits: Writers whose ambition is a long-term career in children’s publishing, who want maximum distribution and credibility, and who are prepared for a lengthy and uncertain process.
Route 2: Direct submission with independent publishers
- What it involves: You’ll submit directly to independent publishers who accept unsolicited manuscripts, without an agent. Many small and mid-sized children’s publishers operate open submissions windows, particularly for picture books. Here’s an updated list of UK publishers accepted unsolicited submissions in 2026.
- The upside: No agent is required, and in many cases, it’s faster than the agent route. Independent publishers often have genuine editorial passion for their lists and treat authors more personally than large corporate houses. Some excellent children’s books are published this way, and the stigma around “small press” publication has largely disappeared.
- The downside: Distribution and marketing budgets are smaller. Advances, where offered, tend to be lower, and some indie publishers offer royalties-only deals with no advance. Without the benefit of an agent negotiating your contract, you have to secure the right deals yourself.
- Who it suits: Writers with a book that fits a specific independent publisher’s list closely; writers who want to avoid the agent process; writers who value speed and personal relationships over maximum reach.
Route 3: Competition route
- What it involves: Several competitions offer publication as the prize, effectively bypassing both the agent and direct submission routes. The most prestigious UK example is the Times/Chicken House Children’s Fiction Competition, which awards a worldwide publishing contract with a £10,000 advance.
- The upside: A competition win carries significant credibility, and it’s a route into traditional publishing that doesn’t require an agent and is open to writers worldwide. Shortlisting and longlisting are also useful credentials that strengthen future query letters.
- The downside: Competitions are highly competitive and time-limited. You are submitting to one opportunity at a time. And a competition submission window may or may not coincide with when your manuscript is ready. Plus, entry fees generally apply.
- Who it suits: Writers with a completed, polished manuscript who want a direct route into traditional publishing without the agent process.
Route 4: Self-publishing
- What it involves: You’ll publish the book yourself, bearing all costs and all responsibilities; editing, illustration, design, printing, distribution, and marketing.
- The upside: You’ll have full creative control, higher royalties per copy, and a faster route to market. It’s well-suited to niche audiences, community books, and time-sensitive projects.
- The downside: It takes significant upfront investment if done properly. Distribution to bookshops and libraries is difficult, and marketing falls entirely on you. Also, the perception gap with traditionally published books still exists in some institutional contexts.
- Who it suits: Writers with an existing platform or community to sell to, or writers with a niche or culturally specific book that traditional publishers are unlikely to take on. Also, it suits writers who prioritise control and speed over reach and credibility.
Route 5: Hybrid publishing
- What it involves: A hybrid publisher offers a middle ground between traditional and self-publishing. They provide editorial, design, and distribution services, but the author contributes to costs. Some hybrid publishers are credible operations with genuine editorial standards; others are vanity publishers with a rebrand.
- The upside: You’ll have more support than with pure self-publishing, it’s faster than traditional publishing, and you’ll benefit from some distribution infrastructure.
- The downside: Costs can be significant and the quality varies enormously, so due diligence is essential. The Alliance of Independent Authors (ALLi) publishes a regularly updated watchdog list rating hybrid publishers, so it’s good to consult it before engaging with any hybrid publisher.
- Who it suits: Writers who want more support than pure self-publishing offers but cannot secure a traditional deal, and writers with specific distribution needs.
A note of caution: The word “hybrid” covers a wide spectrum. Ask any hybrid publisher for their full fee schedule, their distribution arrangements, their royalty structure, and examples of books they have published. If they are reluctant to provide these, walk away.
Which route is right for you?
There is no universally correct answer. The right route depends on what you want from publishing your book – and being honest with yourself about that question before you start will save you significant time and disappointment. What do you actually want from this book, and from publishing generally? How much time are you willing to invest in the process before the book exists? What does success look like to you in five years? There are no wrong answers to these questions. It’s just a case of being realistic and deciding what makes sense for you. Whatever you pursue, good luck on your book journey!
Further reading:
Read This Before Signing Your Children’s Book Contract
Opinion: Who is That Book Actually For?