Rebel Girls

What Rebel Girls does

Rebel Girls is a multi-platform empowerment media company that creates and distributes inspirational content centered on the stories of extraordinary women, targeting girls aged 0–13+ (Generation Alpha) and the parents, educators, and gift-givers who purchase on their behalf. The company's core offerings are an illustrated book series (Good Night Stories for Rebel Girls and 13M+ books sold across 62 languages), a free iOS app with 450+ audio stories, soundscapes, sleep stories, and offline listening, an award-winning podcast with 30M+ downloads, a YouTube channel, and a growing portfolio of sub-products including Secret Society of Rebel Girls (fiction), Rebel Girls Sport, Girls Like Me, Growing Up Powerful, and themed activity and financial-literacy books.

The underlying technology platform combines a proprietary audio-storytelling app with multi-channel digital distribution through podcast platforms, audio devices (Yoto, Tonies, Hatch), in-flight entertainment systems (United, Alaska, British Airways, Lufthansa), and metaverse experiences (Roblox via House of Blueberry). The content library spans 3,000+ original stories with 63% BIPOC representation, narrated by 200+ celebrity voices. The company is B Corp and Women-Owned certified and operates as Rebel Girls, Inc., headquartered at 1745 Broadway in Midtown Manhattan.

Rebel Girls generates revenue through a multi-stream model: book publishing and direct-to-consumer sales through shop.rebelgirls.com and major retailers; branded merchandise and apparel (including the Stay Rebel Collection and collaborations with CHARM IT!); B2B licensing and co-branded partnerships with Nike, Dove, Build-A-Bear, Hasbro My Little Pony, Athleta Girl, Pandora, Moose Toys, and others; international publishing licenses in 62+ languages; and platform development with sponsorship potential. The company employs 11–50 people (with ~15 named team members including CEO Jes Wolfe, Co-Founder and Chief Creative Officer Elena Favilli, and COO Inky Son) and has raised $21M in disclosed funding across four rounds, with Penguin Random House as the most recent lead investor.

Name

Rebel Girls

Legal name

Rebel Girls, Inc.

Website

https://rebelgirls.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Rebel Girls is a multi-platform empowerment media company that produces books, a free iOS audio-storytelling app, a podcast, and merchandise featuring stories of extraordinary women, targeting Generation Alpha girls (ages 0–13+) and the parents and educators who buy on their behalf across 115 countries.

Ownership category

akta.pro rank

Product category

Children's Empowerment Media and Books

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Art/Alternative/Underground Comics Publishing (MPAJAGAK)

akta.pro secondary industry

Gender Equality & Women’s Empowerment (BPAGABAF)

Keywords

• Children empowerment books
• Audio storytelling app
• Inspirational female role models
• Kids podcast content
• Branded merchandise apparel

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Book Publishing & Sales: Rebel Girls generates primary revenue through publishing illustrated books featuring stories of inspirational women. Titles include Good Night Stories for Rebel Girls (multiple editions), chapter books, activity books, cookbooks, and the Secret Society of Rebel Girls fiction series. Books are sold through direct e-commerce (shop.rebelgirls.com), major retailers (Barnes & Noble, Target, Amazon, Bookshop.org), and international distributors in 60+ languages.
2. Merchandise & Apparel: The company sells branded merchandise including apparel (Stay Rebel Collection, crews, hoodies), bags & accessories, and collaborative products with partners like CHARM IT! x Rebel Girls. Revenue from direct-to-consumer e-commerce through their online shop.
3. Licensing & Brand Partnerships: Revenue generated through licensing the Rebel Girls brand for co-branded products with partners such as Nike, Dove, Build-A-Bear, Hasbro My Little Pony, and others. Also includes content licensing to international publishers and media companies.
4. Platform Development & Sponsorship: Development of an immersive digital platform aimed at inspiring confidence among girls, with funding from investors including Penguin Random House. Revenue model includes platform features and potential future sponsorship integration.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels9 records

Core offering

Rebel Girls is a global empowerment media brand that creates and distributes inspirational content for girls through illustrated books (Good Night Stories for Rebel Girls book series, 13M+ copies sold), a free iOS audio storytelling app (450+ stories with immersive soundscapes), an award-winning podcast (30M+ downloads), and branded merchandise. The company sells directly through shop.rebelgirls.com, major retail chains (Barnes & Noble, Target, Amazon), and licenses internationally in 62+ languages across 115 countries.

Product overview

Rebel Girls operates as a multi-platform empowerment brand focused on raising confident girls through diverse content formats. The core offering consists of the Rebel Girls App (450+ audio stories, free since February 2024), the Good Night Stories for Rebel Girls Podcast (30M+ downloads), and the bestselling illustrated book series (13M+ sold). These foundational products are supplemented by sub-brands including Secret Society of Rebel Girls (fiction series), Rebel Girls Sport (sports content vertical), and themed books like Girls Like Me and Growing Up Powerful. The portfolio extends to activities, cookbooks, and a full e-commerce shop selling apparel and accessories. All products are available in 62+ languages across 115 countries, unified by the mission of inspiring confidence in Generation Alpha girls.

Differentiator

Problem solved

Functional benefit

Brands

• Good Night Stories for Rebel Girls: The flagship book series featuring stories of inspiring women, also adapted as a podcast.
• Rebel Girls Podcast
• Rebel Girls App
• Rebel Girls Sport
• Secret Society of Rebel Girls

Products and services

• Rebel Girls App A free iOS mobile application offering 450+ audio stories of inspiring women narrated by celebrity voices, immersive soundscapes, sleep stories, guided activities, offline listening, and curated playlists. Designed for girls ages 0-13+ and their families.
• Rebel Girls Podcast (Good Night Stories for Rebel Girls) Award-winning audio podcast featuring fairy-tale-style biographies of extraordinary women narrated by notable personalities. Available on Apple Podcasts, Spotify, and YouTube. Has accumulated 30M+ downloads.
• Good Night Stories for Rebel Girls Book Series Flagship illustrated book series featuring 100 stories of inspiring women per volume, published in 62+ languages with 13M+ copies sold worldwide. Includes board books (ages 0-4), picture books (ages 4-10), chapter books (ages 7-10), and young reader editions.
• Girls Like Me A 2025 book featuring 70+ girls from 46 different countries, celebrating girls around the world in an ambitious globe-spanning storytelling project.
• Secret Society of Rebel Girls Rebel Girls' first fiction series targeted at ages 8-12, featuring original fictional stories that depart from the biographical format of the main book series.
• Rebel Girls Sport A content vertical focused on sports stories featuring women athletes, sports confidence, and athletic achievements. Includes video and podcast content and partnerships with Nike, Dove, Gotham FC, LOVB, and AUSL.
• Growing Up Powerful Series Book series helping girls ages 8-10 navigate their changing world, with journals and activity books designed to spark conversations between young readers and trusted adults.
• Dear Rebel Book series for girls aged 10+ featuring advice, inspiration, and stories designed for older readers transitioning into adolescence.
• Rebel Girls Cook A cookbook for girls age 7+ featuring recipes and culinary activities, encouraging cooking skills and kitchen confidence.
• Money Matters A financial literacy book for children ages 7+ teaching concepts of saving, spending, and money management through age-appropriate content.
• Rebel Girls Shop Direct-to-consumer e-commerce platform (shop.rebelgirls.com) selling books, apparel, bags, accessories, and branded collaborations to consumers worldwide.
• Stay Rebel Collection Apparel and merchandise collection featuring the 'Stay Rebel' branding, including crews, hoodies, and clothing items that allow girls to wear their empowerment message.

Quantifiable outcome

• 48M+ girls reached globally
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature5 records

Partnerships

48 partnerships are on record, tiered flagship, core and minor.

• NikeflagshipStrategic or Co-development PartnerNike partnership includes co-branded content such as 'Here to Win' interactive books, football activities, basketball clinics, and the Nike United athlete celebration. Focuses on inspiring girls through sport and building confidence via physical activity.
• DovecoreStrategic or Co-development PartnerDove partnership includes 'Changing the Game' campaign with Gotham FC and body confidence initiatives. Focuses on building body confidence in tween and teen girls and promoting positive self-image.
• GooglecoreStrategic or Co-development PartnerGoogle partnership supports Rebel Girls' digital initiatives and technology platforms.
• League One Volleyball (LOVB)coreStrategic or Co-development PartnerLOVB partnership includes 'Rebel Recap' weekly series featuring volleyball highlights, hosted by Junior Reporters Chelsea and Makayla, bringing women's volleyball stories to young audiences.
• DK PublishingcoreStrategic or Co-development PartnerDK Publishing partnership for educational book publishing and distribution.
• Room To ReadcoreStrategic or Co-development PartnerRoom To Read partnership focuses on global literacy initiatives and supporting girls' education worldwide.
• House of BlueberryflagshipStrategic or Co-development PartnerHouse of Blueberry partnership creates Rebel Girls branded content within Roblox, expanding into the metaverse for digital-first content delivery to young audiences.
• Hasbro | My Little PonyminorStrategic or Co-development PartnerLicensed collaboration bringing Rebel Girls brand into My Little Pony universe.
• Build-A-Bear WorkshopminorStrategic or Co-development PartnerBuild-A-Bear collaboration featuring Rebel Girls branded stuffed animals.
• Athletes Unlimited Softball League (AUSL)coreStrategic or Co-development PartnerAUSL partnership brings softball content and athlete stories to Rebel Girls Sport platform.
• ToniescoreTechnology or IntegrationTonies partnership provides Rebel Girls audio content on Tonies audio device platform for family listening.
• YotocoreTechnology or IntegrationYoto partnership makes Rebel Girls content available on Yoto audio player for children.
• MetaminorStrategic or Co-development PartnerMeta partnership through Reality Labs and Meta's women in STEAM initiative for first digital book.
• Malala FundcoreStrategic or Co-development PartnerMalala Fund partnership supports global girls' education initiatives and empowerment.
• Common Sense GrowthminorChannel Partner/ Reseller/ DistributorCommon Sense Growth provides distribution and promotion through Common Sense Media network.
• GLAADcoreStrategic or Co-development PartnerGLAAD partnership supports LGBTQ+ inclusive storytelling and representation in content.
• First BookcoreStrategic or Co-development PartnerFirst Book partnership provides access to books for underserved communities and schools.
• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon provides retail distribution for Rebel Girls books and merchandise through Amazon.com marketplace.
• United AirlinesminorChannel Partner/ Reseller/ DistributorUnited Airlines in-flight entertainment features Rebel Girls audio content for travelers.
• British AirwaysminorChannel Partner/ Reseller/ DistributorBritish Airways in-flight entertainment features Rebel Girls audio content.
• LufthansaminorChannel Partner/ Reseller/ DistributorLufthansa in-flight entertainment features Rebel Girls audio content.
• Alaska AirlinesminorChannel Partner/ Reseller/ DistributorAlaska Airlines in-flight entertainment features Rebel Girls audio content.
• Athleta GirlminorStrategic or Co-development PartnerAthleta Girl partnership for girls' activewear brand collaboration.
• SensicalminorChannel Partner/ Reseller/ DistributorSensical provides curated media distribution for children's content.
• Lion ForgeminorStrategic or Co-development PartnerLion Forge partnership for graphic storytelling and comics content.
• Spin MasterminorStrategic or Co-development PartnerSpin Master partnership for toy and entertainment brand collaborations.
• Starlight Children's FoundationcoreStrategic or Co-development PartnerStarlight partnership brings content to hospitalized children and families.
• Wildlife WarriorsminorStrategic or Co-development PartnerWildlife Warriors partnership for conservation and wildlife education content.
• SeaLegacyminorStrategic or Co-development PartnerSeaLegacy partnership for ocean conservation and marine environment education.
• International Rescue CommitteecoreStrategic or Co-development PartnerIRC partnership supports refugee children and families through educational content.
• Wangari Maathai FoundationminorStrategic or Co-development PartnerFoundation partnership for environmental and community leadership content.
• GreenlightminorStrategic or Co-development PartnerGreenlight partnership for financial literacy content and education.
• Him For HerminorStrategic or Co-development PartnerHim For Her supports gender equality initiatives and allyship.
• KiwiCominorStrategic or Co-development PartnerKiwiCo partnership for STEM education and crate subscriptions.
• Well-Read Black GirlcoreStrategic or Co-development PartnerWell-Read Black Girl partnership supports Black girls' literature and representation.
• Moose ToysminorStrategic or Co-development PartnerMoose Toys partnership for toy brand collaborations.
• Coalition SnowminorStrategic or Co-development PartnerCoalition Snow partnership for women-owned ski and snowboard gear.
• CotopaximinorStrategic or Co-development PartnerCotopaxi partnership for outdoor adventure brand collaboration.
• PandoraminorStrategic or Co-development PartnerPandora partnership for jewelry brand collaboration.
• AdoraminorStrategic or Co-development PartnerAdora partnership for dolls and play products.
• MightlyminorStrategic or Co-development PartnerMightly partnership for sustainable children's clothing.
• RedDropminorStrategic or Co-development PartnerRedDrop partnership for podcast production support.
• WUKAminorStrategic or Co-development PartnerWUKA partnership for period product brand collaboration.
• Partake FoodsminorStrategic or Co-development PartnerPartake Foods partnership for allergen-friendly food brand collaboration.
• Miles & MilanminorStrategic or Co-development PartnerMiles & Milan partnership for children's fashion brand.
• Fashion AngelsminorStrategic or Co-development PartnerFashion Angels partnership for tween creativity and craft brand.
• Mad EngineminorChannel Partner/ Reseller/ DistributorMad Engine provides apparel manufacturing and distribution.
• Charm It!minorStrategic or Co-development PartnerCHARM IT! x Rebel Girls collection for charm bracelets and accessories.

Scale indicators11 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Mattel (Barbie): Global toy and family entertainment company behind Barbie and other girls' brands, producing dolls, books, TV, and digital content. A broad incumbent competing for the same Gen Alpha girls' empowerment and merchandise spend.
• Sesame Workshop: Nonprofit media and educational organization behind Sesame Street, producing children's TV, books, apps, and merchandise with social impact goals. Comparable as a values-driven, multi-platform children's content organization with global reach.
• Highlights for Children: Long-running children's media brand producing magazines, books, apps, and toys for kids. Comparable in the multi-format children's content space with established reach and a similar emphasis on values-based content.
• American Girl: Established brand (owned by Mattel) selling dolls, books, accessories, and experiences for girls, with a strong emphasis on historical and empowerment storytelling. A much larger incumbent in the same girls' content and merchandise category.
• Nickelodeon (Paramount): Major children's entertainment network producing TV shows, digital content, apps, and consumer products for kids including girls. Comparable as a multi-format children's media platform with global distribution.
• Penguin Random House Children's Books: World's largest trade publisher and lead investor in Rebel Girls, publishing children's picture books, chapter books, and middle grade titles. Both a strategic partner and a broad incumbent shaping the children's book market Rebel Girls competes in.

Direct peers

• Little Feminist: Children's book subscription service delivering curated, diverse, and empowering books to young readers. Directly comparable subscription model and target demographic of young children and their parents.
• A Mighty Girl: Online retailer and content platform dedicated to empowering girls through books, films, and toys featuring strong female characters. Direct peer in the girls' empowerment content and book space with similar mission and audience.
• GoldieBlox: Toys, books, and media brand focused on empowering girls through STEM-themed storytelling and construction play. Comparable girls' empowerment brand with physical products, books, and digital content.

Emerging players

• Brave Girls 365: Smaller-scale empowerment content brand producing books and digital content for girls focused on confidence and self-esteem. Emerging player in the same niche with overlapping mission and audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@RebelGirls
• LinkedInlinkedin.com/company/rebelgirls
• Instagraminstagram.com/rebelgirls
• Xx.com/rebelgirlsbook
• Facebookfacebook.com/rebelgirls

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds4 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rebel Girls