Last week, they took a bunch of kids and two real wolves along to the launch of Michelle Paver's Soul Eater at Waterstone's flagship branch on Oxford Street (cue headline in The Independent: 'Children's author fed to the wolves').
Orion publicity executive Sarah Barr says the animals - one of which is named after a character in the book (both were barely four months old, but already the size of Alsatians) - seemed perfectly at home prowling between the aisles and savaging the merchandise.
'Both were very excited and boisterous, but we kept them on the lead,' Barr explains. 'They chewed on the books and one of them pooed in the corner, but we had someone on hand with a pair of marigolds to clear up the mess.'
For the sake of Waterstone's cleaning staff, Diary hopes Orion isn't planning to release any books featuring bears in the near future.