The Record

ENGLEWOOD – Ice cream wasn’t the only treat Saturday at the grand opening of Cold Stone Creamery on East Palisade Avenue.

There was face-painting, a magician and a new children’s author.

Entrepreneur Barry Farber, a New Jersey native, was on hand to sign copies of his book “The Adventures of Little Billy, In Search of the Magic Tree.”

The sales and marketing expert has written 11 books, but this is his first foray into the children’s market. His latest tome aims to teach children lessons such as courage, compassion, helping others and determination through Billy and a host of animals.

Farber pointed out kids don’t like to be preached to, and his books aims to promote those messages in an entertaining way – and keep children riveted.

“Each animal actually shares in an idea,” Farber said. “Bosco the bear gives a smile to all you see – he’s about the attitude. Sheba the wolf…Sheba’s message is about bravery and courage to do things you’re afraid to do…Getting kids to try new things and not be afraid to make an effort was what that message was with Sherman the turtle.”

The 45-year-old father of three began working on the tale more than a decade ago and said it was tougher to write than his non-fiction works. Little Billy lay dormant for some time before Farber decided to print it himself.

The Livingston resident is president of Farber Training Systems Inc. – whose clients include AT&T and BMW – and The Diamond Group, a literary agency that represents authors in the business, sports and entertainment fields. He’s also a columnist for Entrepreneur magazine. His other books – translated into 18 languages – focus on sales techniques and motivating people to succeed.

Farber has hosted his own television show on personal achievement on the Comcast network, and radio shows in New York City and Washington. He produced CN8’s “The Jackie Mason Show.”

He worked his way through college selling fold-up sunglasses door-to-door. After graduation, he sold magazine advertising during the day, home improvement products at night and real estate on weekends. He held jobs in sales management and training before starting his own company in 1990.

Farber is also a black belt in tae kwon do, and co-inventor of a unqiue folding, flat pen – the Foldz Flat pen – given to the first 50 children who attended the book signing Saturday. He hopes to write another children’s book – perhaps this time featuring Billy in an underwater adventure.

Cold Stone Creamery opened its doors for business in Englewood last Saturday but held its grand opening event – which also featured a balloon artist and temporary tattooss for the kids – this weekend. Owner Andrew Pappas said he and partner Steve Reiter have already opened a store in Millburn and have the rights to open 26 more in the state. Pappas said stores in Morrisontown and Warren are in the works.