Little Feminist

What Little Feminist does

Little Feminist is a Berkeley, California-based children's book publisher and former subscription retailer founded by Brittany Murlas. The company curates and publishes children's books for ages 0-9 featuring real-life photography of diverse kids and families across race, LGBTQ+ identity, ability, and family structure, addressing the documented under-representation of diverse identities in mainstream children's publishing (cited at 13% of books reflecting the diverse world). Its proprietary content includes the We Are Little Feminists board book series (7 titles), the Here We Are picture book series, and standalone titles such as Little Faces Big Feelings and All of Me Is Nature, all created through a 5-6 month educator-led curation and testing process and bundled with family discussion guides.

The company historically operated a monthly subscription book box (3-, 6-, and 12-month plans) at the core of its business; this service has been discontinued, and current operations are centered on a direct-to-consumer e-commerce Gift Shop selling individual books ($9.99-$18.99), apparel/accessories ($7.85-$16.95), and curated gift boxes ($39.95-$54.95). Distribution is US-only, with shipping from a Berkeley warehouse. Go-to-market is product-led and community-led, combining content marketing via the company blog, organic social media (#littlefeminist), a Shareasale affiliate/influencer program, and significant earned media coverage.

Monetization has historically combined recurring subscription revenue (now closed) with one-time e-commerce sales of books, gift sets, and apparel. The company is bootstrapped with no disclosed external funding, is founder-owned and operated by a small team (~9 named members), and has not pursued geographic expansion despite maintaining an email-only international membership option. Notable third-party validations include the 2021 ALA Stonewall Award (the first board book to win an ALA medal), three consecutive NY Times Wirecutter picks (2022-2024), and the 2023 Good Housekeeping Kids' Book Award.

Name

Little Feminist

Legal name

Little Feminist

Website

https://littlefeminist.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Children's Book Publishing

NAICS

Book Retailers and News Dealers (459210)

SIC

Books: Publishing Or Publishing & Printing (2731)

akta.pro primary industry

Picture Book Publishing (MPAJAFAA)

akta.pro secondary industries

Children’s Subscription & Book Club Publishing (MPAJAFAO), Early Readers & Chapter Books Publishing (MPAJAFAB), Children’s Books & Educational Readers Retail (CRALAAAD), Humor, Gift & Specialty Format Books (Journals, Coloring, etc.) (MPAJAAAN), Children’s Nonfiction Educational (Science, History, Nature) (EDAGAIAC)

Keywords

• Children's book publishing
• Diverse children's books
• Board book series
• Inclusive children's literature
• Kids book subscription

Headquarters

HQ city

Oakland

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Subscription Book Boxes: Monthly curated diverse children's book boxes for ages 0-9, available in 3-month, 6-month, and 12-month subscription plans. Boxes include 1-2 books plus discussion questions and activities.
2. Direct Product Sales: One-time purchase of books, gift sets, and merchandise through their e-commerce gift shop. Products include board books ($9.99), picture books ($15.99-$18.99), gift boxes ($39.95-$54.95), and apparel items ($7.85-$16.95).
3. Gift Sets and Bundles: Pre-curated gift box combinations for various age groups and occasions, including holiday boxes and book subscription gift boxes.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Little Feminist publishes and sells diverse, identity-affirming children's books for ages 0–9, featuring real-life photography of kids and families from underrepresented backgrounds. The company also offers curated gift boxes, apparel, and accessories through its direct-to-consumer e-commerce store, and previously operated a monthly book subscription service (now closed to new signups).

Product overview

Little Feminist is a children's book subscription service and publisher focused on diverse, inclusive books for ages 0-9. Their core offerings include the We Are Little Feminists board book series (featuring Families, Hair, On-the-Go, How We Eat, Celebrations, How We Play, and Becoming Siblings), the Here We Are picture book series (including How We Eat and This Is My Body), and Little Faces Big Feelings and All of Me Is Nature. They also publish apparel items (onesies, t-shirts, totes) and gift boxes. The company curates monthly book selections through a 5-6 month research and testing process, selecting diverse books representing LGBTQ families, children with disabilities, and diverse cultures. Their subscription service has closed but the gift shop remains operational.

Differentiator

Problem solved

Functional benefit

Brands

• We Are Little Feminists: Identity-affirming board book series for raising intersectional feminists, covering topics like families, hair, on-the-go mobility, how we eat, celebrations, how we play, and becoming siblings
• Here We Are
• Little Faces Big Feelings

Products and services

• We Are Little Feminists Board Book Series Identity-affirming board book series for ages 0–5 featuring real-life photos of diverse kids and families, covering topics such as families, hair, on-the-go/mobility, how we eat, celebrations, how we play, and becoming siblings. Each book includes family discussion questions.
• Here We Are Picture Book Series Identity-affirming picture book series created to help families and educators discuss diversity and promote inclusion through everyday topics, featuring expanded 32-page picture books.
• Little Faces Big Feelings: What Emotions Look Like Picture book featuring 100 photos of children showing different emotions, created with neurodiverse children in mind.
• All of Me Is Nature: Exploring My Five Senses Outside Picture book by Ashley Renee Jefferson featuring kids exploring nature using their five senses, with family discussion questions for every age range.
• We Are Little Feminists Box Set Five-board-book bundle including Families, Hair, On-the-Go, How We Eat, and Celebrations; named New York Times Wirecutter 2022, 2023, and 2024 pick and winner of the 2021 ALA Stonewall Award.
• Baby Feminist Book Gift Box Curated gift box for babies containing diverse children's books at the Baby Feminist Book level; priced at $54.95.
• Toddler/Preschooler Feminist Book Gift Box Curated gift box for toddlers and preschoolers containing diverse children's books; priced at $54.95.
• Little Feminist Holiday Gift Box Seasonal gift box featuring curated diverse books for the holiday season; priced at $39.95.
• Juneteenth (A We Celebrate Board Book) Board book celebrating Juneteenth as part of the We Celebrate Board Book series; priced at $9.99.
• How We Love (A We Celebrate Board Book) Board book about love and families as part of the We Celebrate Board Book series; priced at $9.99.
• This Is My Body, I Get to Choose: An Introduction to Consent Picture book introducing consent concepts to young children; priced at $15.99.
• Grey 'Little Feminist' Onesie Heather grey onesie with 'Little Feminist' screen print, made of 100% cotton, available in sizes Newborn to 24-month; priced at $12.95.
• Pink 'Little Feminist' Onesie Pink onesie with 'Little Feminist' screen print, made of 100% cotton; priced at $12.95.
• Kid's Grey 'Little Feminist' Tee Grey t-shirt for kids with 'Little Feminist' screen print; priced at $12.95.
• Kid's Pink 'Little Feminist' Tee Pink t-shirt for kids with 'Little Feminist' screen print; priced at $12.95.
• 'Raising Little Feminists' Tote 100% cotton tote bag with 'Raising Little Feminists' screen print; priced at $16.95.
• The Little Feminist Iron-On Patch Iron-on patch featuring the Little Feminist branding; priced at $7.85.
• Little Feminist Magnifying Glass Children's magnifying glass featuring Little Feminist branding; priced at $7.95.

Quantifiable outcome

• First board book to win an American Library Association medal
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Shareasale (Influencer Program)minorGTM or Marketing PartnerLittle Feminist operates an influencer program through Shareasale platform, welcoming bloggers, social media stars, vloggers, and content creators to join and promote diverse children's books.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Market position

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/little_feminist
• Facebookfacebook.com/littlefeministbookclub
• Instagraminstagram.com/littlefeministbookclub
• LinkedInlinkedin.com/company/littlefeminist

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Little Feminist