Interview: Tina Newman
On vegan superheroes, building a brand, and empowering kids to become animal advocates
Welcome back to another Wizard of Claws interview!
Tina Newman is the creator behind the wildly popular (and incredibly cute) picture book series Vivi the Supervegan. The stories follow a little girl named Vivi Mirabelle who develops the enviable superpower of turning people vegan! Though Vivi and her supervegan friends are fictional, she teaches readers about the power of compassion and empowers them to stand up for animals — all while staying positive and fun. Getting to chat with Tina, I’ve realized that she’s just as much of a superhero as the characters in her books!
General Questions
Can you share a little bit about yourself, including how you came to care about animals?
I have always loved animals, ever since I was a child. I originally went vegetarian at 11 because of my deep compassion for animals after I had seen some activists on the high street and a visit to an animal sanctuary. If I had known what I know now, I would have gone vegan all those years ago.
Have you always dreamed of being a writer?
No, not at all actually. I have had various jobs throughout my life and writing was never in my plan! However, when I had my children, I went to find vegan-friendly books for them and I couldn’t find what I was looking for, so I wrote my first book, which sealed the deal for me with what I wanted to be doing with my life.
Most animal advocacy focuses on creating tangible changes in the real world. What role can the arts play in changing how people think about animals?
The arts have a unique power to change how we feel about animals. While facts and data inform us, art connects with our emotions, creating empathy and challenging how we see animals. Whether through stories, visuals, or music, the arts help people feel the need for change, often sparking deeper shifts in behaviour and attitudes toward animals.
Why did you decide to self-publish? What surprised you most about the publishing process?
I decided to self-publish because I wanted full control over my work. I didn’t want to wait for a publisher to decide if my voice was worthy of being heard. Self-publishing gave me the freedom to share my story exactly how I envisioned it, without compromise.
What surprised me most about the process? Honestly, how much goes into it beyond writing! It’s not just about the book; it's about marketing, design, distribution — everything! The amount of behind-the-scenes work can be quite overwhelming, but also empowering. You learn to wear a lot of hats!
Can you share a bit about your work with Animal Justice Project and the Vegan Society’s Education Network?
Absolutely! My work with the Animal Justice Project focuses on advocating for animals through legal and social change. It's about sharing campaigns and undercover investigations, pushing for policies and legislation that protect animals and challenge industries that exploit them. It's incredibly fulfilling to know we’re fighting for real, tangible changes for animal welfare. We also collaborated to run a campaign to get my books into schools and early years settings across the UK, which was really successful.
With the Vegan Society’s Education Network, I work with educational professionals to produce and provide vegan-inclusion resources and templates for parents, carers and educational settings.
Story Questions
You’ve said that you wanted to write your own children’s books because you noticed a lack of them with a vegan message, but can you take us back to that moment when the idea for Vivi’s story first struck you? Where did the concept of a “supervegan” come from?
It was a bit of a lightbulb moment really. I realised that there were very few books out there that affirmed vegan values or offered kids a way to see the world through compassionate eyes. That’s when I thought I should create what I was looking for myself!
The idea of a “supervegan” came from wanting to show kids that they are literal superheroes, saving animals every day just by being vegan. I also wanted to show them that it is not just about what you eat — it’s about the power of kindness, health, and environmental impact. The "supervegan" concept felt like a playful way to empower kids. I wanted to create characters that were not only strong and brave but also compassionate and wise, showing young readers that making positive, ethical choices can be their own kind of superpower.
If you could choose a vegan superpower for yourself, what would it be?
It would definitely be the ability to turn other people vegan and make them see the truth and want to fight for animals and the planet too!
Why is it important for kids to have access to fiction with a vegan message?
It’s so important for kids to have access to fiction with a vegan message because stories shape how we see the world. For children, books are one of the most powerful ways to learn empathy, compassion, and understanding. When they see characters making choices that reflect kindness to animals, it helps them develop a deeper respect for all living beings. Fiction also lets kids imagine a world where compassion and sustainability are the norm, making those values feel attainable and exciting. It’s about planting the seeds for a future where kindness to animals is second nature!
Did you always know you wanted Vivi’s story to become a series?
No, I didn’t. When I first set out writing my first book I had just intended to give them a vegan-friendly story that affirmed their lifestyle and empowered them. However, mid-writing it, I thought it would be really cool to turn it into a series.
Let’s travel back in time to the launch of your first book. What did you do, marketing-wise, to get Vivi the Supervegan in front of your target audience? What have you learned in the intervening years that you wish you’d known back then?
Ah, launching Vivi the Supervegan was such an exciting, yet nerve-wracking time! When I first released Vivi, I threw a launch party and leaned heavily on social media, reaching out to vegan communities, animal rights groups, and eco-conscious influencers. I also focused on connecting with schools, vegan shops and bookstores that supported values of kindness and sustainability. I even reached out to parents and teachers who might resonate with the message to help spread the word. I have learnt that marketing is a marathon, not a sprint, and I’ve learned that engaging with your audience consistently can make all the difference. It’s all about creating a lasting connection with people who believe in the mission, not just the product.
How did you come to work with your illustrators, Holly Clifton-Brown and Luke Ives?
I connected with Holly who illustrated my first book over the internet, and Luke happens to be my brother and an illustrator! He did the illustrations for my 2nd and 3rd books.
Since artwork is so central to picture books, how much collaboration is there between you and the illustrator?
There is quite a lot at the start although it depends on the individual illustrator. Most of the time they want a basic breakdown of what you are looking for and a bit of a brief but then want to be left alone to get on with it, with feedback along the way.
What do you hope readers, vegan or not, will learn about animals/vegans from your books?
I hope readers will learn that animals are sentient beings with their own thoughts and feelings who deserve kindness and respect. Through my books, I want them to see that being vegan isn’t about restriction, it’s about making compassionate choices that benefit everyone: animals, the planet, and ourselves! I hope to inspire empathy, curiosity, and a deeper understanding of the world from an ethical standpoint. Ultimately, I want children to walk away feeling empowered, knowing that small changes in how we treat animals can lead to a big impact.
Vivi and the Sea Saviours ends with a bit of a cliffhanger. Can we expect to see more of the Mirabelle family in a future book?
Absolutely! I wanted to leave it open for future adventures! However, they may be coming in a different format — we are working hard to develop the stories for TV adaptation and an app, YouTube channel, etc.
Can you tell us about Peace in a Pod Productions and how you first connected with Lindsay Watson?
Peace in a Pod Productions is a creative company that’s all about telling stories with heart and purpose — stories that focus on positive change, compassion, and social justice. We’re passionate about using storytelling to inspire and uplift, much like the mission behind my books.
Lindsay and I first connected via LinkedIn through a shared commitment to spreading ethical messages in a fun and engaging way. We both recognised the power of media and storytelling in reaching people, especially kids, to help them build a kinder, more compassionate world. Lindsay's work and vision aligned with my own, so when the opportunity arose to collaborate, it just felt like a natural fit. She’s an incredible creative force and someone who truly understands the importance of weaving ethical messages into stories that resonate with young audiences.
Final Questions
How can readers find you and your stories online?
Readers can find Vivi the Supervegan and more about her adventures online:
Website: vivithesupervegan.com — A dedicated site for all things Vivi, where you can learn more about the books, explore upcoming releases, and find educational resources.
Instagram: @vivithesupervegan — Follow Vivi’s adventures and updates, along with fun, educational content around veganism, kindness, and animal advocacy.
Facebook: Vivi the Supervegan
LinkedIn: Tina Newman - United Kingdom | Professional Profile | LinkedIn
My book series is available for purchase directly via our website, Amazon, Ebay, Etsy, and other major book retailers, so you can grab your copy and join Vivi on her mission to make the world a better place for animals!
Any upcoming projects?
We’re working tirelessly to bring Vivi and her friends to life by transforming the concept into a fun, vegan-friendly children’s TV series. We have exciting plans to evolve the brand and make it more accessible to children worldwide, leveraging a variety of media platforms to reach and inspire them. However, this is proving very challenging and animation isn’t cheap, so we are trying to connect with impact investors who share our values and dreams.
