Wonderbly

What Wonderbly does

Wonderbly (legal entity Lostmy.name Limited) is a London-headquartered direct-to-consumer personalized book publisher founded in 2013, operating globally from studios in Bloomsbury and shipping to 150+ countries in 12 languages. Its core offering is a catalog of customizable hardcover and paperback books in which the recipient's name, avatar, and a personal message are rendered into award-winning illustrated stories spanning newborns through adults, with themes including bedtime, search-and-find, dinosaurs, sibling/family stories, empowerment, and adult gifting (newspaper headlines, astrology, poetry, sports, pets, food and drink). The underlying technology is a name- and detail-driven personalization engine combined with on-demand print and fulfillment, enabling each unit to be produced post-order without inventory carrying risk.

The company monetizes exclusively through its own e-commerce storefront at wonderbly.com, with revenue derived from one-time unit purchases, premium formats (softcover, collectible hardcover, gift wrapping), a group-buy/bulk tier (20–30% volume discounts for 2+ and 50+ book orders), a refer-a-friend scheme ($20 credit), and an ambassador/affiliate channel that drives creator-led acquisition. Its customer base is a long-tail of consumer gift-givers — primarily parents, grandparents, and extended family purchasing for children 0–12 — with secondary demand from adult gift buyers and corporate/event bulk buyers. Growth has been driven by category expansion through two acquisitions (The Book of Everyone in July 2022 and Historic Newspapers in October 2023), which extended the platform into adult personalized content and newspaper-themed gifts. In 2025, Wonderbly was acquired by Penguin Random House, ending independent operation as a venture-backed entity (previously sponsored by Graphite Capital) and folding the business into a global publishing conglomerate.

Name

Wonderbly

Legal name

Lostmy.name Limited

Website

https://wonderbly.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Wonderbly is a London-based direct-to-consumer publisher of personalized children's and adult books, using a name-driven personalization engine and on-demand printing to ship customizable gifts to 150+ countries in 12 languages, now operating as a Penguin Random House subsidiary.

Ownership category

akta.pro rank

Product category

Personalized Books

NAICS

Gift, Novelty, and Souvenir Retailers (45942), Hobby, Toy, and Game Retailers (459120)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Novelty & Humor Gifts Retail (CRALAJAB)

akta.pro secondary industry

Humor, Gift & Specialty Format Books (Journals, Coloring, etc.) (MPAJAAAN)

Keywords

• Personalized children's books
• Custom gift books
• On-demand book printing
• Personalized publishing
• Print-on-demand gifts

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Direct book sales: One-time purchase of personalized print books sold directly to consumers through the Wonderbly website. Each book is printed on-demand after order is placed. Additional revenue from gift wrapping, premium editions, and group buy bulk orders.
2. Bulk/group purchases: Corporate or bulk buying programs offering up to 30% discount on orders of 50+ books. For 20+ books, code MULTI20 provides 20% discount. Single payment for entire bulk order.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Wonderbly is an online personalized book publisher that creates and sells custom hardcover and paperback books where the recipient's name, avatar, and personal details are integrated into the story. Each book is printed on-demand after order placement and shipped globally. The catalog spans children's books (birthday, new baby, bedtime, search-and-find, sibling stories) and adult gifts (personalized newspaper headlines, milestone birthdays), available in 12 languages across more than 150 countries.

Product overview

Wonderbly is an online publisher of personalized books for children and adults, founded in 2013 and headquartered in London. The core product offering consists of customizable hardcover and paperback books where recipients' names, avatars, and personal details are integrated into stories. Children's products span age groups 0-3, 3-6, 6-9, 9-12, and teens, organized by occasion (birthday, new baby, Christmas, Easter, christening, graduation) and themes (bedtime, dinosaurs, search-and-find, family stories, empowerment). Adult products include personalized newspaper headline books, astrology books, poetry books, food and drink books, humor books, love books, pet books, and sports books. The product portfolio was expanded through strategic acquisitions: The Book of Everyone (2022) and Historic Newspapers (2023). Wonderbly ships to over 150 countries in 12 languages and serves over 10 million readers worldwide. Additional offerings include an Ambassador Program, Affiliate Program, Group Buy bulk purchasing, and Refer-a-Friend referral incentives.

Differentiator

Problem solved

Functional benefit

Products and services

• When You Were Born Personalized celebratory book for new babies, featuring the birth date and details in a story about a new arrival. Targeted at parents and gift-givers for newborn occasions.
• Where Are You? Personalized search-and-find adventure book where children find themselves across parallel universes, featuring hundreds of customizable avatar options and hidden object gameplay. For children and gift-givers.
• I Spy You! Personalized search-and-find book for young children featuring the recipient's name and avatar hidden throughout colorful illustrated pages. Targeted at parents of young children.
• First Birthday For You Personalized milestone book celebrating a baby's first birthday with custom details and age-appropriate themes. For parents and gift-givers.
• A New Sibling For You Personalized book preparing an older child for the arrival of a new sibling, with reassuring themes and the child's name featured throughout. For parents expecting a second child.
• Me and My Big Brother / My Big Sister Personalized sibling story celebrating the relationship between an older child and their new baby sibling. For parents with growing families.
• Bedtime for You Personalized bedtime story featuring a cozy countdown to sleep, with the child's name integrated throughout the narrative. For parents of young children.
• Mummy-O-Saurus / Daddy-O-Saurus Personalized dinosaur-themed bedtime book where the family transforms into dinosaurs on an adventure, featuring customizable parent and child characters. For families with young children.
• Your Life in Newspaper Headlines Personalized book that presents the recipient's birth date as historic newspaper front pages, showing what was happening in the world on that day. For adults purchasing milestone birthday gifts.
• Your Life in Newspaper Headlines – Milestone Edition Extended version of the newspaper headlines book designed for milestone birthdays with additional historical content and features. For adults buying milestone birthday gifts.
• Lost My Name Collection Original collection of personalized name-based adventure books featuring the child's name throughout the story, now part of the Wonderbly classic lineup.
• The Book of Everyone Acquired competitor brand offering personalized books for adults, integrated into the Wonderbly platform after the 2022 acquisition.
• Historic Newspapers Acquired brand specializing in personalized newspaper-based gifting for adults, integrated into Wonderbly's adult book offerings.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability2 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Penguin Random HousecoreStrategic or Co-development Partner · 1 January 2025Penguin Random House acquired Wonderbly (UK) as part of 2025 M&A activity in the publishing industry. Wonderbly operates as part of the Penguin Random House portfolio following this acquisition. Wonderbly's website footer includes a link to penguinrandomhouse.com.
• Historic NewspaperscoreStrategic or Co-development PartnerWonderbly acquired Historic Newspapers in October 2023 as part of its strategy to expand into adult personalized content. Historic Newspapers specializes in personalized newspaper-based gifting for adults. This acquisition strengthened Wonderbly's position in the adult gift book market.
• The Book of EveryonecoreStrategic or Co-development PartnerWonderbly acquired competitor The Book of Everyone in July 2022. The competitor had sold over 700,000 personalized books in 175 countries. Wonderbly planned to migrate The Book of Everyone's offerings to its website and expand into non-personalized books.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Hooray Heroes: European personalized children's book publisher offering name-personalized storybooks and adventure books sold DTC online. Closely comparable in product category, personalization model, and target gift-buyer customer base to Wonderbly's core kids lineup.
• I See Me!: US-based personalized children's book company selling custom-illustrated storybooks featuring the child's name throughout. Directly comparable in personalized storybook format, age range (0-10), and gifting use case (birthdays, holidays, new babies).
• Put Me In The Story: Disney-licensed personalized book platform that personalizes existing bestselling children's book titles with the child's name. Comparable in the personalized children's book category and DTC model, though differentiated by its licensed IP base.
• Pinhole Press: Personalized children's books, photo books, and stationery sold DTC. Comparable in personalization technology, on-demand printing, gift positioning, and parent/grandparent buyer segment.

Broad incumbents

• Moonpig: UK-listed personalized greeting cards and gift platform with mobile-first DTC commerce. Comparable in personalized gifting, occasion-based purchasing, and UK market presence, but operates at much broader scale across cards and gifts rather than specializing in personalized books.
• Funky Pigeon: UK-based personalized greeting cards and gifts retailer (owned by WH Smith). Comparable in DTC personalized gifting and UK customer overlap, though its core category is cards rather than books.
• Shutterfly: Large US personalized photo products and stationery platform offering custom photo books, cards, and gifts. Comparable in POD printing technology and personalized gift positioning, though much broader in product mix and scale.
• Getting Personal: UK personalized gifts retailer offering a wide range of custom products including books, mugs, and engraved items. Comparable in UK personalized gifting market overlap and DTC model, though diversified across many product categories beyond books.

Emerging players

• Artifact Uprising: Premium DTC personalized photo books, prints, and gifts brand. Comparable in DTC premium personalized product positioning and on-demand printing, though focused primarily on photo-based rather than story-driven personalization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wonderbly
• Facebookfacebook.com/Wonderbly
• Instagraminstagram.com/wonderbly
• Pinterestpinterest.co.uk/wonderbly
• TikTokin.tiktok.com/@wonderbly

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds5 records

Investors9 records

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

M&A3 records

Investments

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

Frequently asked questions about Wonderbly