'Little Jerry' has his mind set on candy in new book

By Ann Oldenburg
USA Today

There's a new little Jerry Seinfeld on the way.

No, not a baby. A children's book featuring a little Jerry character.

Like so many celebrity parents (Seinfeld and wife Jessica have a 14-month-old daughter named Sascha), the comedian is coming out with a new book, and it's aimed at kids.

Little, Brown Children's Books will publish "Halloween," a color picture book based on a Seinfeld comedy routine about the two C's of Halloween — candy and costumes.

In the bit, Seinfeld says the only thought in a kid's mind is: "Get candy. Get candy. Get candy."

On his CD "Got Candy," he riffs: "Who has the candy? ... Everyone we know has got the candy?! Well, what do I have to do? I'll do whatever it takes. I'll ... What? ... I can wear that."

"It's a routine that is completely transformed into a children's book," says Linda Magram, vice president of marketing at Little, Brown. "You get that whole exalted Halloween feeling. Lots of details, lots of candy, lots of ringing of doorbells."

She says the story centered on "a little Jerry" is "hilarious."

In fact, she says, the publisher has it pegged as being for "all ages" in its catalog. A first printing of 200,000 copies is planned for a Sept. 1 publication date.

Byron Preiss, a friend of Seinfeld's, is the book's independent packager and producer. James Bennett will provide the illustrations, which Magram describes as "caricaturish."

It will be the first children's book for Bennett, who has done artwork for Mad Magazine and Sports Illustrated.

Seinfeld has been very involved in bringing the book to publication, Magram says. He asked that the publisher put out a hardcover book, and a book and CD package with Seinfeld reading the story in front of a live audience. That will take place in New York in the coming months.