Interview with Simon de Jocas of Les 400 coups – 30 Years of Bold Stories for Young Readers

From independent children’s publishing to editorial innovation and international recognition, Simon de Jocas reflects on three decades of Les 400 coups, the enduring power of picture books, and the importance of creating stories that challenge, inspire, and engage young readers.

When Les 400 coups was founded in Quebec in 1995, the idea was simple yet radical: children’s books could be daring, witty, and deeply moving all at once. Nearly three decades later, the publishing house has become a reference point in international children’s literature, known for titles that respect the intelligence of young readers while sparking curiosity, laughter, and reflection.

In this interview with Pigi Paideias editor Evangelia Tziaka, publisher Simon de Jocas looks back on the milestones that shaped Les 400 coups, from redefining its collections to receiving international recognition, and explains how collaboration has been key to its success. He also shares his hopes for building bridges with Greece, highlighting the universal themes that connect young readers across cultures and the unique role of children’s literature in cultivating empathy and wonder.

Could you give us a brief overview of Les 400 coups and its core publishing philosophy?

We were founded with a simple but revolutionary idea: let’s give a voice to authors and illustrators who don’t fit the mold. Over the years, that idea has grown into a publishing philosophy built on curiosity, respect for the child reader, and a touch of audacity. We don’t shy away from complex topics — grief, friendship, identity, social issues — but we treat them with nuance, humor, and artistic freedom. If a book makes us laugh and cry at the same time, it’s probably a good fit for our catalog.

What types of books do you primarily publish, and what audience are you aiming to reach?

We publish children’s books from the very first board books to richly illustrated picture books for older readers. Our collections vary in tone — some are cheeky, some are reflective, some are visually daring. We may be children’s publishers, but we don’t believe children’s books should be childish. Our ideal reader? A four-year-old philosopher, a ten-year-old rebel, or a grown-up who hasn’t forgotten how to wonder.

What are some milestones or defining moments in your publishing journey so far?

There are a few: restructuring the house in 2013 and streamlining our collections was a major turning point. Winning the BOP Prize at the Bologna Children’s Book Fair in 2020 was a big international milestone — the kind that makes you believe all those long nights with coffee and print proofs were worth it. But honestly, every time we hear that a child connected with one of our books, we feel like we’ve made it. That’s the real prize.

How important is international visibility and collaboration in your current strategy?

Vital. While we’re deeply rooted in Quebec, we’ve always thought globally. Our entire catalog is distributed in France, Belgium, Switzerland and anywhere there is a French speaking reader. We also actively license rights abroad — with 15 to 25 deals per year. Our authors’ stories have traveled to Korea, Vietnam, Spain, China, and beyond. We also go where the books are — attending major European book fairs and even doing road trips to meet booksellers. (Yes, 4,500 km in a rental car counts as a marketing strategy!)

What inspired your participation in the Greek-Canadian publishing exchange this September?

We already have a strong connection to Greece through Tata, a powerful and poetic book by Iris Samartzi that we proudly published. We also work closely with a Greek literary agent who supports our growing presence in the Greek market. So, when the opportunity to participate in this exchange came up, we didn’t think twice. We love discovering new voices and new ways of seeing the world — especially if they come with great food and warm hospitality!

What are your expectations from your visit to Greece and your interaction with Greek publishers?

We’re hoping for rich conversations, new friendships, and perhaps the beginning of fruitful collaborations. Our goal isn’t just to talk about what we do — it’s to learn from Greek publishers, to understand their market, and to explore what we might create together. We’re bringing curiosity, openness… and maybe a few books in our suitcase, just in case.

Have you previously collaborated with Greek authors, illustrators, or publishing professionals?

Yes! As mentioned previously, we were delighted to publish Tata by Iris Samartzi — a moving story with beautiful artwork that captured our hearts (and our readers’ too). It was our first Greek title, and we hope it’s just the beginning of a long friendship.

Are there specific aspects of Greek literature or book culture that interest you personally or professionally?

Absolutely. We’re drawn to the balance between tradition and creativity in Greek children’s literature — and to the strong narrative voice we’ve encountered in authors like Iris Samartzi. Professionally, we also admire the poetic and visual sophistication we see in Greek albums. And from a cultural point of view, we believe the themes we explore — empathy, resilience, wonder — are universal. A good story speaks as loudly in Athens as it does in Montreal.

Do you see potential for co-publishing projects between Les 400 coups and Greek publishers?

We’re not currently set up for pure co-publishing in the traditional sense — but we’re absolutely open to collaboration. For example, working together on print runs, translation support, or shared promotional strategies could help reduce costs for both parties and make meaningful books more accessible. If we share a passion for the same project, we’re happy to explore ways to support each other and make it happen. We believe that partnerships don’t always have to follow a standard format — a bit of creativity (and mutual generosity!) can go a long way.

Would you be interested in translating Greek children’s or YA literature for Canadian readers?

We don’t publish YA, but we’re always on the lookout for outstanding illustrated picture books for children. If a Greek album offers a fresh narrative voice, a unique visual style, or touches on universal themes that speak to our readers — we’d definitely be interested. Many of our titles in the Carré blanc collection, for instance, tackle sensitive topics like grief, divorce, or war — themes that Greek authors may also explore with honesty and care. So yes, if we find a story that resonates, we’d love to bring it to French-speaking children in Canada and beyond.

What do you believe Canadian and Greek publishers can learn from each other in today’s global publishing environment?

We’re both working within relatively small markets, which means we’ve had to be creative, nimble, and collaborative. There’s so much to learn — from editorial risk-taking to reader engagement strategies. But maybe the most important lesson is that no matter where we’re from, we’re all trying to put beautiful, meaningful books into the hands of children. That common purpose is a powerful foundation.

Looking ahead, what kind of impact do you hope this initiative will have on Les 400 coups and your international outlook?

We hope it will deepen our understanding of Greek publishing and broaden our network of like-minded creatives. Ideally, this isn’t just a one-time meeting — it’s the start of long-term, two-way collaborations. If we can come away with new ideas, new partners, and maybe even a few Greek picture books in our editorial pipeline, we’ll consider it a great success.

Final thoughts?

We’re honored to be part of this initiative and grateful for the opportunity to share what we love most: stories that surprise, move, and occasionally misbehave. Here’s to building bridges — one picture book at a time.

We warmly thank Simon de Jocas for the interview granted to Pigi Paideias and to the editor Evangelia Tziaka.