Having made its name as the UK’s number one publisher of annuals, family-run Little Brother Books is positioning the company as a year-round proposition, with a focus on innovation, education and fresh preschool content with giggles and surprises built in.
Chances are, if you’ve bought a children’s annual at Christmas, it will be one of Little Brother Books’. “We’ve worked hard to build a reputation and expertise as the market leaders in this complex and unique category,” says the company’s founder and md Matt Reynolds. “Annuals will always be at the core of our business, but we now feel it’s the right time to take many of these learnings into selected other formats.”
Matt and the team have spent time analysing the market and seeking ways to deliver distinctive ranges that retailers can’t find anywhere else. Education has become a strong focus, and Little Brother Books’ partnership with Purple Mash – the UK’s leading online learning platform (subscribed to by over 6,500 schools) – has resulted in a series of educational ranges that are both trusted and engaging.
“When we were reviewing the market and thinking ‘what can we do differently here?’, we knew we wanted to make learning fun for kids with well-known and trusted characters, such as Numberblocks and Alphablocks, but we also wanted it to be 100% school curriculum learning,” says Matt. “This is when we approached Purple Mash. They are trusted by both schools and parents, and this was important to us and why our ranges are unique and different in the market.”
Looking specifically at the preschool market, Matt is delighted with the company’s new offerings for under-fives: Funny Things Happen, a board book series featuring everyday scenarios – from zoo trips to bedtime – filled with surprising, giggle-inducing twists; Little Sindy & Paul Mega Sticker Scenes, which taps into evergreen preschool themes like mermaids, unicorns and dinosaurs, while also evoking nostalgia for parents who grew up with Sindy; and finally, My 1st Annual, a board book edition designed specifically for preschoolers.
Little Brother Books’ deep experience with annuals is proving invaluable as it explores new formats, underpinning its understanding of how to stand out in a busy, competitive marketplace. “Annuals are bought on impulse and therefore it’s important to us to bring eye-catching innovation to the market to capture customers’ attention,” says Matt. That emphasis on innovation extends to presentation, too. “Another important element that we have expertise in with annuals is using in-store POS and eye-catching displays to drive customer engagement, and we will be offering this with our all-year-round ranges.”
In short, Little Brother Books’ approach to new formats mirrors its annuals playbook: be bold, be engaging, and make it impossible for customers to walk past. That philosophy is also shaping the company’s retail ambitions. Already stocked in an extensive range of outlets, Little Brother Books is actively exploring new channels.
“We produce products that can sell in many different types of retailers and channels, as our titles are an engaging form of (screen-free!) entertainment that parents approve of and kids love,” Matt explains. “So it doesn’t matter where they are – travelling, out shopping, visiting a garden centre – our products will attract impulse sales. Quite simply, we want our ranges to be available as widely as possible so as many kids and parents as possible have the opportunity to see them.”
By Tessa Clayton
October 30, 2025
