Young West Side children and families were invited to the Carole Robertson Center on July 8, where artists Jay Simon IV and Kent Jones unveiled Elvin Explores Vol. 4: Elvin Rides the Train, the newest edition of their beloved, community-rooted coloring book series.
The launch celebration included a live reading, hands-on coloring stations and an ice cream social for children and families. The Robertson Center is at 3701 W. Ogden Ave.
Aimed at early learners ages 3–5, the new book takes Elvin the Elephant on a magical ride across Chicago via the CTA el, encouraging young readers to see their city as a place of connection and discovery.
After the launch, Elvin will embark on a summer book tour across the West Side, stopping at festivals, coffee shops, and cultural hubs. The project continues Simon and Jones’ mission to foster community storytelling and accessible arts education through their venture, Jones Corner Store.
Jones sees Elvin Rides the Train as part of a broader effort to tackle literacy challenges in communities like North Lawndale by using art and creativity as natural entry points for engagement. By connecting literacy to the things young people already admire, the project promotes reading alongside cultural pride and personal assets.
“So with our book, in a sense, it’s like a tourism guide for people who haven’t been to those areas. There’s a stigma that certain parts of Chicago — especially on the West Side are just dangerous. But people don’t talk about all the rich history, the important landmarks and the things that are truly valuable to the people who live there. Through our book, we highlight that, so now parents can read it with their children and show them a different side of their city,” Jones said.
According to Jones, the book aims to encourage young children and families to explore Chicago’s West Side while building a sense of pride in the community. Jones believes that fostering a strong connection to their neighborhoods will inspire residents to take greater responsibility for community safety, cleanliness, and economic opportunities.
“We identify with what’s important to us from the time we’re little kids, versus not really understanding what’s going on and being anxious to leave the community instead of being a resource to it. So, not just for North Lawndale, but our plan is to reach other communities as well, and to use art to inspire them to feel the same sense of connection and pride,” Jones said.
The team, many of whom are parents themselves including Jones and Simon IV, is excited to engage young children ages three to five through coloring books, a cherished early art experience, and they plan to make the launch event fun and memorable with frozen treats on what’s expected to be a warm day.
“We’re going to have some art for them to actually participate in, so it will be cool to see their little hands getting busy with the creative activities. Our team and community members will be there to facilitate and make sure everyone has a great time, creating a strong sense of community presence,” Jones said.
When asked how Elvin Rides the Train builds on previous volumes, Jones said each installment in the series incorporates a new form of travel—starting with walking in the first book, then moving to a car in the second, a bike in the third, and now, in Volume Four, Elvin explores the city by train.
“We think that really relates to the people of Chicago because, as you know, it’s a big commuter city with all different forms of travel — everyone’s getting to work, getting to school, always hustling and bustling. It’s another way for us to make our character relatable to real life. This volume is also different because we’ve introduced some new characters into the story,” Jones said.
Jones and his team collaborated with local artists who brought their own characters and followings to the project, highlighting the spirit of creative collaboration within the community. The Elvin Explores series originated from a character they had already developed through their creative agency, Jones Corner Store, named in honor of Jones’ grandfather, whose legacy continues to inspire the project.
Jones Corner Store, originally named after co-founder Kent Jones’ grandfather’s neighborhood shop, was reestablished in 2019 as a Chicago-based creative agency. The agency focuses on community-driven design, offering services like branding, illustration, and apparel. Its signature character, Elvin the Elephant, features in a series of culturally rooted coloring books and collaborations that highlight local storytelling and arts engagement.
“I’ve always carried his spirit with me — he was someone who inspired me to be an entrepreneur and to follow my passions, based on the stories I’ve heard from my family. So when we created the brand, we knew we wanted a mascot, and that’s how Elvin ended up becoming ours,” Jones said.