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Children’s Author Mary Nhin Cracks the Amazon Code for Children’s Literary Properties

Mary Nhin and The Brand Liaison leverage success of "Ninja Life Hacks" and "Mini Movers and Shakers" to drive sales of licensed product and secure brick and mortar distribution.

4 Min Read

Best-selling children’s book author Mary Nhin has created two best-selling book series on Amazon, led by her 64 titles of the social emotional intelligence series "Ninja Life Hacks" and the educational and inspiring "Mini-Movers and Shakers." In under 3 years, Nhin has independently sold more than 1 million books by mastering the Amazon algorithms and optimization, and cross promoting her literary products and related merchandise. 

“Amazon is constantly changing their algorithms so to be successful a company not only has to have great product, but also has to be adaptable and open-minded in their marketing,” says Mary Nhin.  “My success is directly attributed to my company’s response to the market’s ever-changing wants and needs. This includes flexibility in strategy, metadata, keywords, and timing.”


"Ninja Life Hacks":

Nhin’s top property, "Ninja Life Hacks," is the breakout children’s publishing property dedicated to empowerment and providing children with the skills to cultivate a growth mindset, develop confidence and grit and promote emotional intelligence. Nhin identified a void in the publishing community creating a series of books to address wide range of emotions like happiness, sadness, anxiety and love.  Parents and children have embraced the self-published book series and the Ninja characters leading to more than 10,000 5-star Amazon reviews, more than 1 million books sold and a #1 Best Seller accreditation across several categories.

While Amazon remains the leading channel of distribution, the Brand Liaison is expanding the "Ninja Life Hacks" series with new publishing deals and increased distribution as well as licensed products including toys, apparel, home and other key categories.  For example, "Ninja Life Hacks" recently signed an international publishing deal with Weldon Owens imprint Insight Editions to build the brick and mortar distribution as well as develop additional literary and gift products such as activity books, board books and conversation cards, and signed Fun World for role play costumes and a stationery license with Fashion Angels to develop journals, posters, sticker books and classroom decor targeted to both traditional retail as well as teachers and educational channels.

"Mini Movers & Shakers":

Similarly, "Movers & Shakers" is the educational children’s book series that inspires young children to dream big. The series features the true stories non-fictional characters who have overcome seemingly insurmountable obstacles to reach success.  For example, the "Mini Movers & Shakers" series tells the stories Elon Musk, Mae Jemison, Serena Williams and more. These stories teach children that even if they are faced with great challenges, they can achieve great things through grit and hard work.

Amazon Marketing and Product Expansion:

Nhin has been able to build two successful literary franchises by mastering the Amazon marketing techniques.

“In addition to being proactive and flexible to Amazon’s evolving trends and marketing services, my brands can help you take steps to ensure your products and brand stay one step ahead of competitors," she says.

As Nhin grows these successful Amazon franchises beyond books into products like activity books, games, costumes, bags, toys, apparel and other key categories, she is able to work shoulder to shoulder with her licensing partners to position new products for success by delivering upon reader requests and strategically targeting customers with informed marketing, insightful product descriptions and thoughtfully timed launches.  

For example, Mary’s readers have asked for products that encourage discussion about emotions, so licensees Insight Editions and Fashion Angels are launching products like Let’s Talk Conversation Cards and NinjaMOODS portfolio, respectively. These products will be marketed side by side with "Ninja Life Hacks’" boxed set Emotions and Feelings in Spring ’22 just in time for Mental Health Month in May.

Nhin plans to augment the licensees’ marketing efforts through features on her Amazon pages and detail listings.  This kind of support will generate awareness and drive sales for new products which is invaluable to her team of licensees.  As content is king, Mary will also support her licensees by creating new titles for many product launches exclusively at the brick and mortar channels. This will allow retailers to capitalize on the frenzy for the "Ninja Life Hacks" series bringing the books to an even broader audience.

And as these literary properties grow in popularity, so too will the licensing programs – both on Amazon and at traditional brick and mortar retailers.

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