Would you speak to the challenges of creating content for kids in a culture where internet and video games rule, and values and the concept of family seem to be constantly shifting?
This is not, actually, all that challenging. The Berenstain Bears have never aimed to be superficially “relevant” on the short-term contemporary scene. When they were introduced in 1962, people did not actually live in tree houses, go bear-foot, or consume massive quantities of honey.
The 1960s weren’t like that—I know, I was there. The world of Berenstain Bear Country aims to be relevant in a broader, grass-roots way—dealing with the universal values of personal relationships, and that really doesn’t change from year to year.
What made you decide to launch the Living Lights series, and were your parents supportive?
My father’s last big professional undertaking involved the airing, in 2003, of our PBS animated show. This was a major event in itself, but also led to seismic shifts in publishing relationships.
When the TV show came along, my father naturally assumed that our publisher, Random House, would be eager to expand their Berenstain Bears publishing program to coordinate with the show’s premier. This was an obvious marketing strategy. Unfortunately, Random House, due to a heavy investment in the acquisition of Disney licenses, did not have the budgetary flexibility to make this happen.
My father felt that this would represent a tragically missed opportunity—and, so, with a great deal of trepidation, we made the move, after forty years with Random House, to our new publishing home at HarperCollins. Their expanded and imaginative new line of Berenstain Bears books was immediately successful and has grown by leaps and bounds ever since, rejuvenating and invigorating the brand.
I was aware that HarperCollin’s Christian division, Zondervan, was prominent in the industry. It seemed a good idea to try some spiritually-themed books as a separate Zondervan line. This was personally relevant to me as an expression of my own faith, and my parents were supportive since they knew that many Christian families are enthusiastic fans of our books.
We proposed the new Living Lights series which was launched with great success in fall, 2008. The line has continued to expand and thrive.
Did you always want to be a writer and illustrator growing up, or did you have different aspirations as a child?
Mike Berenstain
I had always loved to draw but for most of my childhood was mainly focused on science—especially natural history. I was an insect-collecting, microscope-peering, anemometer-on-the-roof sort of kid.
I first got interested in art in a serious way in high school. I had a history class which covered Renaissance art. The teacher showed us slides of such famous paintings as Botticelli’s the Birth of Venus, Massacio’s the Tribute Money and Michelangelo’s Sistine Chapel frescoes.
I well remember the impact these paintings had on me. It was like a light bulb going off inside my head.
My parents had a large library of art books and I began to study them for the first time. I also went to museums—often with my father who was very knowledgeable about art history—and I began to try to paint. In this, I had the encouragement and guidance of both parents.
Click through to find out how the series style has changed over the years. (And the surprising thing that Mike’s mom told him!)