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He had - and some of those awards were for writing TV and radio programmes. Moving into books isn't too much of a leap. Of course he now sells massive amounts of books because of his high profile, but I don't think he has anything to prove as a writer.
No, I totally agree, Baggy. He was a writer first and foremost, a very funny writer, and his wicked sense of humour carries into his children's books. They're not books with empathy, or moral content or anything to learn from BUT he is engaging and can promote them. Even if he wasn't a TV talent as well, and it's talent that's got him there, he'd be selling a lot of books.
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But his TV personality status has opened doors to book promotions that hardworking children's authors cannot hope to get anywhere near.