Some of those children's authors are creators of popular pre-school picture book characters - Kipper (Mick Inkpen), Percy the Park-Keeper (Nick Butterworth), Maisy Mouse (Lucy Cousins), Spot the Dog (Eric Hill) - so I wouldn't have expected you to have heard of them. Francesca Simon does the immensely popular Horrid Henry series - one of the few books that have huge appeal to 7 year old boys. (Publishing for 7 year olds is horribly girl-centred and overflowing with fairies and princesses, which is very annoying.)
Lucy Daniels, however, doesn't exist. "She" is a consortium who churns out animal stories, using a name carefully chosen to put the books next to Roald Dahl on the shelves.
JK Rowling probably doesn't feature partly because lots of people buy the books, but mostly because she only has 7 titles, as opposed to the 30 plus that most of these authors have. Plus, her books are long, so people tend to renew them and keep them for ages. Pre-school books issue really well, because people swap them much more frequently than they do older fiction.
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Lucy Daniels, however, doesn't exist. "She" is a consortium who churns out animal stories, using a name carefully chosen to put the books next to Roald Dahl on the shelves.
JK Rowling probably doesn't feature partly because lots of people buy the books, but mostly because she only has 7 titles, as opposed to the 30 plus that most of these authors have. Plus, her books are long, so people tend to renew them and keep them for ages. Pre-school books issue really well, because people swap them much more frequently than they do older fiction.