Rethinking Storytelling: Interview with Sara Furlong!
Talking marketing, publishing, and personalized storytelling!
This week, we were fortunate to talk with author, storytelling pro, and founder of Storyay Sara Furlong! Sara is a seasoned author, writer, and creative director with nearly two decades of experience in media and storytelling. A graduate of Toronto Metropolitan University’s Radio and Television Arts program, she has built her career crafting engaging narratives across film, television, literature, and advertising. As the author of the best-selling, award-winning series "Every Brain is Beautiful," she introduces neurodiversity to children in ways that foster empathy and self-understanding, helping young readers gain valuable insights into themselves and others. Sara is also a co-founder of Storyay, which is revolutionizing how children interact with literature to foster literacy through entertainment.
Thank you so much for joining us, Sara! How did you get into the world of writing, publishing, and advertising/marketing?
After graduating from Toronto Metropolitan University’s Radio and Television Arts program, I knew I wanted to work in Children’s entertainment. My first job out of school was at Family Channel, where I worked as part of the digital content team. From there, I went into the world of toys as part of Spin Master Toy’s internal advertising agency. After five years at Spin Master, I left to create my own company, WhirlyGig Creative, which has always had a focus on creating content for kids. For many years I worked on bringing other’s ideas to life until I decided to take the time to turn my own ideas into content I knew kids would love with the brand extension of WhirlyGig Creative Publishing.
Could you share your books with us?
I have created books for kids of all ages, from preschoolers to teens. I have always wanted to push the boundaries of what I create and find ways to play with form to offer something new.
My Every Brain is Beautiful series is changing how we talk about disability and inclusion to help kids better understand themselves and others.
My Junior Detective Agency mystery activity books turn mysteries into interactive adventures as kids need to complete activities to collect clues and solve a mystery.
I also have picture books, chapter books, and novels that are closer to the type of literature kids are used to interacting with.
And Storyay, that’s a whole new category of kids’ entertainment!
Are there lessons or practices regarding branding that you've learned or used when working with these companies that can also apply to authors?
Building your brand is vital to standing out and being memorable, no matter what your business is. As artists, authors often forget about the business side of things. It doesn’t matter how good your stories are if no one knows about them or if they can’t remember who you are.
How did your experiences as an advertising director and creative director impact the way you wrote, published, and/or marketed your books?
Having written for children for more than fifteen years before I released a single book, I had lots of opportunities to learn how to truly speak to kids and what works for different age groups. Whether you are doing a commercial, a TV show, or a book, it needs to be entertaining and in a style and tone kids can connect with if you want to keep their attention.
What did you find to be the most challenging part of writing and publishing your books, and what did you find most rewarding?
The hardest part is definitely figuring out exactly how to transform a document on your computer into a book available to the world. There are so many steps that need to be taken to make things happen, and figuring out all of them was tough but very rewarding.
When was WhirlyGig Creative Publishing founded, and why did you create WhirlyGig Creative Publishing?
WhirlyGig Creative Publishing has existed since 2021. I founded it to extend the WhirlyGig Creative brand (founded in 2012) into publishing.
WhirlyGig Creative Publishing has a focus on publishing inclusive children's books, such as neurodiversity-affirming picture books, which we love! Can you talk about why it's so important to have diverse, inclusive books for children?
When my son was diagnosed as Autistic (and many other things), there wasn’t a good resource to explain to him what these big words meant in a way that was easy for him to understand and wouldn’t make him feel less than. Once I realized these resources really didn’t exist I decided it was time to change that and make my own books that filled this very big void. My Every Brain is Beautiful series has been my best-selling series and parents and educators alike have been excited to see books that so clearly and simply explain neurodiversity to kids.
What inspired you to create Storyay, and what is Storyay?
Storyay came from my desire to find a whole new way to bring literature to children.
Storyay is the ultimate storytelling experience that sparks imaginations, nurtures literacy, and brings the magic of personalized letters directly to your home mailbox. We're not just redefining how stories are told; we're creating a whole new category of interactive, customizable, and immersive storytelling that kids will love and we’re calling that a Storyay. Every child deserves a story that’s truly theirs.
At Storyay, every story is personal. Our "written just for you" format puts your child at the heart of every tale, crafting an experience that is truly unique to them. Each story is designed with high-quality writing and beautiful illustrations to keep kids engaged and inspired.
A Storyay is never meant for passive observation but rather active participation. At launch, we are offering fully customized and personalized stories that allow a child to choose the narrator they most connect with. From there, we weave a child’s favourite things throughout the story making them feel as if the narrator is truly speaking to them and them alone, but we aren’t stopping there. As we grow, our stories will become even more interactive, with stories that respond to your choices and even opportunities to send in drawings, ideas, or decisions that shape future narratives. And because the magic of receiving letters in the mail always surprises and delights kids of all ages, our stories arrive as personal keepsakes that can be read again and again.
Our mission is to promote literacy through entertainment. While we are not an educational service, we believe in the power of storytelling to ignite a love for reading, enhance comprehension, and empower young minds—all without feeling like homework. Plus, our inclusive approach ensures that every child feels seen and celebrated in the worlds we create.
Storyay is launching with Middle-Grade Fiction (ages 8–12), featuring three thrilling stories full of action, adventure, and fantasy. Next, we’ll introduce Storyay Jr. (ages 4–7), which brings serial-based storytelling to younger readers who are just beginning to read independently or reading along with their parents. By year two, Storyay Teen will debut, diving into the world of YA with unique storytelling techniques to keep teens engaged and entertained.
We’re not a book. We’re not a subscription box. We’re something entirely new—a Storyay is a category buster that blends the best of personalized entertainment and engaging narratives to create a storytelling experience unlike any other.
What advice would you give to writers who want to become published authors?
If you want to be a writer, write! It’s important to read and write in the genre you hope to publish in. If you want to switch Genres, don’t be afraid of a pseudonym. This will ensure that you don’t confuse your readers or dilute your primary brand.
Is there anything else you'd like to share with our readers?
I’m really excited to share Storyay with everyone! It’s a whole new take on children’s literature that meets kids where they are and gives them a totally different way to interact with stories.
Where can people find you online?
You can find us at mystoryay.com.
Thank you so much for your time and sharing your expertise with us, Sara!
If you are writing a book and want a hand, let us know! Our team—Kim, Emily, and Jean—would love to help you with creating your book. If you'd like to talk about your idea or want advice, we are here for you. Even if we don't work together, I'm happy to share what I know. Book a 30-minute complimentary consultation by clicking here:
https://www.kwepub.com/consultation
We look forward to hearing about your incredible book project.
Write on!
Kim Eley
KWE Publishing
“After nourishment, shelter, and companionship, stories are the thing we need most in the world.”
–Philip Pullman
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After having the opportunity to talk with Sara and hearing how passionate she is about Storyay, we wanted to share a bit more about it as well!
As Sara explained, Storyay creates personalized stories for children based on their unique interests. With a monthly subscription, children are sent a letter and a special story that’s personalized to them! Since Storyay caters directly to each child’s interests, they’re more likely to be engaged in the stories they receive. You can check out some examples of Storyay’s content by looking at its Facebook page!
