Snoop and his team are framing this as a wholesome expansion of educational content, focusing on social-emotional development and positive affirmations for kids.
Sources close to the launch reveal this isn't just a side hustle; it's a calculated move to dominate the holiday shelf space. Insiders say the physical event in Glendale is designed to create viral, family-friendly content that bypasses traditional celebrity scandal cycles entirely.
Five books are launching via Little Bee Books, including a lowrider-shaped 'Jingle Bells' board book. A live event with costumed characters is scheduled for Dec. 12 at B&N Americana at Brand.
Snoop Dogg is betting big that Gen Alpha parents are ready to trade screen time for sticker books and holiday sing-alongs.
Hold onto your braids, because Snoop Dogg is pulling a move so unexpected it’s giving 'plot twist.' The legendary rapper, known for his G-Funk beats and high-profile feuds, is pivoting hard from the recording studio to the nursery. In a surprising career expansion, Doggyland—his animated YouTube hit co-created with Emmy-nominated producer Claude Brooks and Grammy-winner October London—is dropping the mic for the storybook. The brand is expanding into print with a five-book series, signaling a dramatic shift toward the family-friendly market that has industry watchers doing a double-take.
The visual spectacle is going analog, with Little Bee Books handling the publication of titles like Affirmations Song, Family Barbecue, and The Counting Numbers Song Sound Book. But don’t let the wholesome titles fool you; this is a strategic empire-building play. The lineup includes serious novelty items for the holidays, starting with The Ultimate Sticker and Activity Book, which hit shelves on Oct. 27.
Packing more than 500 stickers, puzzles, and mazes into one volume, it’s a physical manifestation of the brand’s dominance. The real showstopper, however, is the Jingle Bells board book, launching the board book series this fall. Shaped like Bow Wizzle’s—Snoop’s animated character—lowrider sleigh, the book follows the pups on a Christmas adventure that emphasizes generosity and community spirit.
It’s a bold rebranding of the Long Beach icon, proving that even the most notorious figures in music history are willing to get soft for the right demographic. “I can’t wait for the world to be able to pick up our new set of Doggyland books,” Snoop Dogg told The Hollywood Reporter in an exclusive interview. “We got Jingle Bells on deck to get everyone into that holiday vibe, you know the Doggyland puppies just love giving gifts.” He also teased two more titles, Hello, Good Morning and I Am Me, set for release in spring.
These books focus on positive affirmations, aiming to make kids feel “worthy and amazing.” Claude Brooks echoed this sentiment, stating, “We love getting families singing and dancing together and we’re excited to get them turning pages together, too.” To cement the brand’s presence in the real world, Snoop is hosting a holiday-themed event at the B&N Americana at Brand in Glendale, California, on Dec. 12 at 3 p.m. The event will feature a storytime with Brooks and a performance by the Doggyland cast of costumed characters, including Bow Wizzle.
Attendees can expect photo-ops and stamped autographs, blending the digital and physical worlds of the franchise. With the books available at retailers across the U.S. and Canada, Snoop Dogg is proving that his empire isn’t just built on beats and bars, but also on board books and brand loyalty.
