Creative incubator Awesome Media & Entertainment has launched a new publishing imprint for young readers led by director of publishing Ingrid Selberg, the former managing director of Simon & Schuster Children’s UK.

Awesome Reads will publish three to four books each year, and Awesome Media will actively develop the properties with an eye towards small-screen adaptations.

The imprint’s first title will be Alienated: Grounded at Groom Lake (pictured), an adventure-comedy by Awesome Media founder and writer/producer Jeff Norton that’s launching November 1. The story centers around the only human boy at a school for aliens at the infamous Area 51 US Air Force facility in Nevada.

Since launching in 2010, Awesome Media has signed publishing deals for more than 25 novels by Norton, including kids book MetaWars and YA thriller Keeping the Beat. The company’s TV unit ramped up two years ago when it announced plans to adapt Norton’s popular Princess Ponies book franchise (Bloomsbury Children’s Books) into a TV property.

It is also currently adapting Norton’s debut picture book Stomp School into an animated preschool series with Welsh studio Cloth Cat Animation (Boj, Luo Bao Bei). And Vancouver’s OmniFilm is developing Norton’s Dino Knights as a kids adventure series called Knights of Panterra.

Awesome’s TV expansion was bolstered last fall when Canadian studio Kew Media Group acquired a stake in the company. Kew companies—including Aito Media, Architect Films, Bristow Global Media and Campfire Film & Television—develop, produce and distribute more than 1,000 hours of content every year.