The type "wild" seems quite friendly and child like because it appears to look like a child's handwriting and therefore is incredibly suitable for it's context being a children's book.
Interestingly from previously looking at a book for older children (Hildafolk) this book is aimed at younger children, and you can clearly see this because they have used minimal text and majority imagery. The text itself is serif which is easier to read due to the defined letterforms.
http://www.flyingeyebooks.com/?feb_books=wild
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