The Impact of Book Subscription Boxes: Engaging Young Readers

The 2023 Bookseller Children’s Conference offered some wonderful insight on how to engage young readers while briefly discussing how subscription boxes have impacted this. The panel titled “Books unboxed: The rise and impact of subscription boxes” delved into the selection process and the importance of creating a strong product that would not only entice young readers but target the parents of the child.

Historically speaking the book subscription-based model is not a new concept, however it has developed massively over the last decade as they now often contain a selection of curated book(s) with many companies opting to include activity and education sheets or bookish goods.  Being a fan of book subscription boxes myself, I was eager to find out how this model is being adapted to a younger audience and how that element of engagement is being incorporated into these products.

In a report from BookTrust, one of their key findings for their programme titled Letterbox Club was that the children who received these packs of books and games found excitement and joy in receiving something in the mail.  This was also mentioned at the panel via Books2Door who have also recently embraced the book subscription model.  It engages the child from the get-go and encourages them to interact with the books and additional material. 

Spotting the gaps in the market and opting to use the subscription-based model is becoming increasingly popular.  Founder of Woke Babies, Kelly Nicholls understood this and sought to create and curate fun and inspiring subscription boxes that featured books that black children can resonate with.

“Woke Babies was created as a solution because a lot of people who want to purchase books featuring a black protagonist, go into your local bookshop and the selection is very slim and sometimes there might not be any, so I created Woke Babies more as a solution to just make that process easier for parents wanting to find diverse books.”  – Kelly Nicholls, 2023, The Bookseller Children’s Conference.

Those subscribed to Woke Babies are often parents who didn’t have access to diverse book growing up and understand the importance of representation for a child. 

The Centre for Literacy in Primary Education (CLPE) revealed that within the 9,115 children’s books published in 2017 – only 391 – 4% featured a black, Asian or minority ethnic character.  This increased by 16% in 2021 which is an improvement, however there is still extensive work to be done.

“We know that a child’s life chances are improved by their access to and enjoyment of quality literature, and that their engagement with literature is improved when they can see themselves and their experiences reflected in a meaningful way.” – Sarah Crown, Director, Literature, Arts Council England.

Subscription boxes can often elevate the reading experience which can generate enthusiasm for the child.  The additional items can be a way to carry on the story whether it be activity sheets or book-related merchandise.  It also generates conversations between the child and parent which can foster positive relationships and guide them on the path to discovering their own voice.  Offering the child an escapism from the everyday, providing important representation and giving them the power to develop their interests while helping shape their voice. 

I for one, cannot wait to see how the book subscription model develops over the next decade and how it will continue to nurture a love of reading for generations to come.