Fred the (very demanding) Deer by Pepe Smit

ACHUKA Book of the Day 20 May 2026

Publisher: Scallywag Press
ISBN: 9781836300595

[Scroll down for pictures from the book launch.]

“Every so often, a book comes along that takes me completely by surprise. Sometimes, it’s because the plot has a massive twist in it that completely throws me, but in this case, it was how very funny this delightful picture book is. A story that, like many that I read, was described in its press release as hilarious, this is one that for once actually lived up to that promise and brought a huge smile to my face as I met Fred, who unlike most protagonists is determined not to simply obey the whims of his creator but to play a large part in developing his own narrative.” Jacqui Sydney

In this very amusing picture book that will appeal to a wide range of ages, Fred the Deer throws a series of tantrums with his illustrator, and ends up getting most of what he wants.

Fred the deer loves living in the forest. Or does he? No, he says he does not! He is bored, and wants to visit the town! Once there, he sees everyone else has shoes – so why can’t he have shoes? Everyone else seems to be eating chips, but he needs hands to eat chips… really, Fred? Read on to see if Pepe will give in and give him hands, and how the story will end up!

Pépé Smit was trained as a visual artist at the Gerrit Rietveld Academy and the Sandberg Institute. Her illustrations have appeared in several leading magazines and newspapers, but she has increasingly focused on creating picture books that make young children both laugh and think. Her first, Fred the (very demanding) Deer, has become a much-reprinted title and marked the beginning of a successful series.

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A post shared by Pepe Smit (@smitpepe)

Fred the Deer has his own Instagram too:

 

 

 

 

 

 

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A post shared by Pepe Smit (@fred.het.hert)

Fred the (very demanding) Deer by Pepe Smit is a hilarious story! Fred thinks he knows what he wants but, in the end, he finds his home in the forest is actually the best place to be. This unique book will have children requesting it again and again. #PictureBookFriday pic.twitter.com/gh5WXgHl1s

— Kate Heap: Scope for Imagination (@KateHeap1) May 8, 2026

Lees het inspirerende interview met Pépé Smit en natuurlijk Fred, het best wel eigenwijze hert… https://t.co/J9wMhz05Un

— Prentenboek (@Prentenboek_nl) January 30, 2024

The book had its UK launch on Tuesday 19 May at Gosh! Comics in London: