Vemag

What Vemag does

VEMAG Verlags- und Medien AG is a privately-held German publishing group founded in 1984 and headquartered in Cologne, operating across publishing, logistics, wholesale, and venture incubation. The company specializes in affordable impulse-purchase books — children's books, activity books, colouring books, puzzle books, cookbooks, and DIY guides — distributed primarily through food retail (LEH), drugstores, discounters, bookshops, and online channels including Amazon. The group produces approximately 30 million books per year across nine subsidiary publishing houses (including Schwager & Steinlein, Naumann & Göbel, Delphin, Three Wishes, Circon, Good Life Books/pen2nature, Schätz mal!, We Mind Publishing, and Pancake) and holds licensing agreements with major entertainment IP owners such as Spin Master (PAW Patrol — 13.6M+ copies since 2017), Hasbro (Peppa Pig — 7.7M+ copies since 2016), Disney, Mattel, BBC Studios, and MGA Entertainment, generating over EUR 12.5 million in license revenue in 2025.

The business model is B2B-driven with consumer-facing execution: VEMAG develops customer-specific assortments as contract manufacturing for international retail chains and delivers weekly promotional assortments via its own logistics infrastructure. This includes an owned 10,000-pallet distribution center in Bergheim near Cologne, supplemented by a new 5,000 sqm DGNB Gold-certified VIP Fulfillment Center opened in 2025. Distribution reaches over 14,000 sales points in Germany through the Burkart GmbH wholesale subsidiary, which assembles 50,000+ displays annually, and 38 countries internationally via co-print partnerships. The group operates four divisions — Publishing, Logistics, Wholesale (Burkart), and Ventures (VEMAG Ventures incubator launched 2024) — and employs approximately 200 people in Cologne, with additional staff across subsidiaries including a UK-based children's book startup in Sheffield.

VEMAG has built substantial ESG and supply-chain compliance infrastructure (FSC certification since 2011, amfori BSCI membership since 2011, ISO 14001 producer compliance since 2021, EcoVadis Gold Medal in 2025 placing it in the top 5% of 150,000+ rated companies, EUDR compliance via osapiens ESG software, and Paris-aligned climate strategy badges from right. based on science). It has been gradually integrating AI tools since 2023 for content creation support (e.g., generating uniform figure styles for children's colouring books) and marketing process optimization, overseen by a cross-departmental AI team. The company reports no external funding rounds or institutional investors in available sources and operates as an owner-managed German Aktiengesellschaft (AG).

Name

Vemag

Legal name

VEMAG Verlags- und Medien AG

Website

http://www.vemag-medien.de

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

VEMAG Verlags- und Medien AG is a German publishing group producing approximately 30 million affordable impulse-buy books annually across nine subsidiary publishers, distributing them through European food retail, bookshops, drugstores, discounters, and online channels in 38 countries, with integrated logistics, wholesale, and venture incubation operations.

Ownership category

akta.pro rank

Product category

Book Publishing

NAICS

Book Publishers (51313), Newspaper, Periodical, Book, and Directory Publishers (5131), Books Printing (323117)

SIC

Books: Publishing Or Publishing & Printing (2731), Book Printing (2732)

akta.pro primary industry

General Trade Publishing (Adult Fiction & Nonfiction) (MPAJAAAA)

akta.pro secondary industries

Book & Periodical Wholesalers (Trade Distribution) (MPAJAKAA), Business, Personal Finance & Careers Trade Publishing (MPAJAAAK), Direct-to-Consumer (D2C) Sales & Merchandising (Publisher Stores, Bundles) (MPAJAKAD)

Keywords

• Children's book publishing
• Impulse-buy books
• Licensed character publishing
• Retail book assortments
• Book wholesale distribution

Headquarters

HQ city

Cologne

HQ country

Germany

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Book Sales (Consumer Products): VEMAG publishes and sells printed books across multiple formats (colouring books, puzzle books, children's books, cookbooks, DIY guides, etc.) through retail distribution channels. Books are sold as one-time consumer purchases at impulse-buy price points in food retail, bookshops, drugstores, and online.
2. Licensing Royalties: VEMAG generates significant licensing revenue (over EUR 12.5 million in 2025) through partnerships with major international entertainment brands including PAW Patrol, Peppa Pig, Barbie, Hot Wheels, My Little Pony, Spongebob, Bluey, Disney (Frozen, Princesses, Classics), Bibi & Tina, and others. These licensed titles are published under royalty arrangements.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

VEMAG Verlags- und Medien AG is Europe's leading publishing group for impulse-buy books, producing and distributing affordable, mass-market printed books — including children's books, activity books, colouring books, puzzle books, cookbooks, DIY guides, and licensed character titles — through food retail, bookshops, drugstores, discounters, and online channels. The group operates nine publishing houses alongside dedicated logistics (VIP Logistik and a 10,000-pallet distribution center in Bergheim) and wholesale (Burkart GmbH) operations, producing approximately 30 million books per year and distributing to more than 14,000 retail sales points across 38 countries.

Product overview

VEMAG Verlags- und Medien AG is Europe's leading publishing group for impulse-buy books, operating through four main divisions: Publishing (multiple book publishers), Logistics (VIP Logistik and internal distribution), Wholesale (Burkart book wholesaler), and Ventures (VEMAG Ventures incubator). The publishing division includes children's book publishers Schwager & Steinlein and Three Wishes, activity publishers Naumann & Göbel, Delphin, and Schätz mal!, educational publisher Circon, collector's publisher We Mind Publishing, game publisher Pancake, and sustainable publishing subsidiary Good Life Books with pen2nature and Naturalis imprints. The company produces approximately 30 million books annually, reaching customers in 38 countries through food retail, bookstores, drugstores, discounters, and online channels.

Differentiator

Problem solved

Functional benefit

Brands

• VEMAG Publishing: Core publishing segment of the group, encompassing multiple book publishers for children and adults.
• VEMAG Logistics
• VEMAG Wholesale
• VEMAG Ventures
• pen2nature
• Naturalis
• Dandy Lion

Products and services

• Schwager & Steinlein Verlag VEMAG's highest-circulation publishing house producing children's books for the mass market across age groups from babies to primary school children, including board books, play and picture books, reading stories, colouring and sticker books, learning books, and non-fiction.
• Naumann & Göbel Verlag (NGV) Adult-focused publishing house producing contemporary guidebooks and activity books for adults at attractive price-performance ratios, covering cookbooks, puzzle blocks, DIY guides, creative activities, fitness stands, and road atlases.
• Delphin Verlag Premium puzzle book publisher bringing themed puzzle formats with stylish design to the mass-market puzzle segment, launching first program Spring 2025.
• Three Wishes Children's book startup based in Sheffield, UK, focused on innovative next-gen formats and the Dandy Lion imprint for English-speaking customers in the USA, Canada, and UK.
• Circon Verlag Munich-based publishing house producing children's non-fiction, innovative language learning materials, and learning support books for preschool and primary school children at mass-market price points.
• Good Life Books (pen2nature and Naturalis imprints) Sustainable publishing subsidiary producing resource-conserving colouring, puzzle, and craft books on 100% recycled paper with mineral oil-free, plant oil-based inks, distributed through the pen2nature imprint (bookstores, online, organic markets, drugstores) and Naturalis label (food retailers).
• Schätz mal! Verlag Quiz format publishing house producing colourful quiz blocks and card games (Classic Edition, Kids Edition, Party Edition, and advent calendars) where not knowing answers is part of the fun, with multiple Spiegel bestseller titles.
• We Mind Publishing Startup publisher specializing in artfully illustrated collector's books that are unique in idea, content, and form, with the first release being the 400-page 'The Book - The Ultimate Guide to Rebuilding a Civilisation' in Fall 2024.
• Pancake Game publisher under VEMAG Ventures offering games across genres — from party games for casual players to strategy games for experienced gamers — suitable for all age groups.
• VIP Logistik Logistics broker managing import, storage, and transport for VEMAG group publishers and external customers, operating from a 5,000 sqm DGNB Gold-certified fulfillment center near Cologne.
• Burkart GmbH Book wholesaler and promotional supplier trading in remainder and special offer books from publishers across Germany, configuring over 50,000 displays annually for more than 14,000 retail sales points plus rack jobbing for 1,250+ stores with fixed bestseller shelf units.

Quantifiable outcome

• 13.6+ million PAW Patrol books and 7.7+ million Peppa Pig books sold since launch
• +3 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

19 partnerships are on record, tiered core and minor.

• PAW Patrol / Spin Master / NickelodeoncoreLicensing PartnerPAW Patrol is one of VEMAG's top licenses with over 13.6 million copies sold since 2017. VEMAG publishes PAW Patrol puzzle books, activity books, and more under license from Spin Master Ltd. with Nickelodeon branding.
• Peppa Pig / HasbrocoreLicensing PartnerPeppa Pig is one of VEMAG's most successful licenses with over 7.7 million copies sold since 2016. Licensed products include water magic books, puzzle books, and more under Hasbro/Consumer Products Licensing.
• Disney (Frozen, Princesses, Classics)coreLicensing PartnerVEMAG publishes Disney-licensed books including Frozen, Disney Princesses, and Disney Classics under license from Disney. The Good Life Books subsidiary publishes eco-friendly Disney titles under the pen2nature and Naturalis imprints.
• Barbie / MattelcoreLicensing PartnerVEMAG publishes Barbie-licensed books under license from Mattel. Barbie and associated trademarks are owned by Mattel and used under license.
• Hot Wheels / MattelcoreLicensing PartnerVEMAG publishes Hot Wheels-licensed books under license from Mattel.
• My Little Pony / HasbrocoreLicensing PartnerVEMAG publishes My Little Pony-licensed books under Hasbro licensing agreements.
• Spongebob Squarepants / Viacom International / NickelodeoncoreLicensing PartnerVEMAG publishes Spongebob Squarepants-licensed books under license from Viacom International Inc., with Nickelodeon branding.
• Bluey / Ludo Studio / BBC StudioscoreLicensing PartnerVEMAG publishes Bluey-licensed books. Bluey word mark and character logos are trademarks of Ludo Studio Pty Limited, used under license via BBC Studios.
• L.O.L. Surprise! / MGA EntertainmentcoreLicensing PartnerVEMAG publishes L.O.L. Surprise!-licensed books under license from MGA Entertainment Inc. via Schwager & Steinlein Verlag.
• FSC (Forest Stewardship Council)coreStrategic or Co-development PartnerVEMAG has been printing exclusively on FSC-certified paper since 2011. Nine of 11 VEMAG companies hold FSC certification (FSC-C106632) and are audited regularly. VEMAG works closely with FSC on the FSC Trace blockchain solution for supply chain transparency and closely monitors FSC Tool developments.
• amfori BSCI (Business Social Compliance Initiative)coreStrategic or Co-development PartnerVEMAG has been a member of amfori BSCI since 2011, a leading corporate initiative for improving working conditions in global supply chains. BSCI audits by independent organizations help suppliers in risk countries implement and comply with the BSCI Code of Conduct.
• osapienscoreTechnology or IntegrationVEMAG implemented the osapiens ESG software solution (osapiens-hub) for EUDR compliance and supply chain transparency. The platform tracks and processes data on EUDR-relevant raw materials across the value chain. osapiens recognized VEMAG as a pioneer in sustainability and transparency in the publishing industry.
• right. based on sciencecoreTechnology or IntegrationVEMAG uses the X-Degree Compatibility (XDC) Model from right. based on science to calculate its corporate climate impact. Four VEMAG publishers have received Paris-aligned climate strategy badges confirming their strategies limit global warming to 1.5/1.7°C.
• Publisher ConsultantsminorStrategic or Co-development PartnerSince 2023, VEMAG has been working with Publisher Consultants, a consultancy specializing in sustainable publishing, to develop the best possible sustainability strategy across the group.
• Smurfs / IMPScoreLicensing PartnerVEMAG publishes Smurfs-licensed books under license from IMPS (Brussels) via Schwager & Steinlein Verlag.
• Stiftung LesenminorStrategic or Co-development PartnerSince 2016, VEMAG has been a cooperation partner of Stiftung Lesen, a nationwide foundation that promotes reading and media skills. Under this partnership, high-quality titles for first-time readers and children's read-alouds have been published and sold at take-away prices in the grocery retail sector.
• Selbst. Los! Foundation / Food Banks GermanyminorOthersSince 2015, VEMAG has donated over 100,000 books to the Selbst. Los! foundation, which distributes them through food banks in Germany to children and young people in income poverty.
• Blue and Yellow CrossminorOthersVEMAG has partnered with the Blue and Yellow Cross (Blau-Gelbes Kreuz) for charitable donations supporting children in Ukraine, including donations of winter clothing, blankets, candles, and activity books.
• Freedom of Expression Week / German Publishers and Booksellers AssociationminorStrategic or Co-development PartnerVEMAG participates in Freedom of Expression Week (organised by the German Publishers and Booksellers Association) with a book donation campaign. In 2025 and 2026, VEMAG employees packed book bags (6,000 bags with 4 books each) distributed to children in socially deprived areas by regional partners.

Scale indicators9 records

Recent moves4 records

Expansion highlights6 records

Direct peers

• Ravensburger AG: German family-owned Ravensburger is a leading European publisher of children's books, puzzles, and games — directly comparable to VEMAG's Schwager & Steinlein (children's) and Delphin / Schätz mal! (puzzle and quiz) imprints, with similar mass-market retail distribution across food and book channels.
• Carlsen Verlag: Carlsen is one of Germany's largest children's and youth book publishers (part of Penguin Random House), competing head-to-head with VEMAG's Schwager & Steinlein and Circon imprints across picture books, early readers, and licensed children's properties for the same retail and bookshop channels.
• Tessloff Verlag: Tessloff is a long-standing German children's non-fiction and activity book publisher (e.g., "Was ist Was") with a comparable mass-market retail footprint and overlap with VEMAG's Circon and Naumann & Göbel educational/activity lines.
• Coppenrath Verlag: Coppenrath is a German publisher of children's books, activity books, and gift books sold through food retail, bookshops, and discounters — directly overlapping VEMAG's impulse-buy book positioning, paper-based products (sound books, coloring books, puzzle books), and licensing-driven catalog.
• Loewe Verlag: Loewe is a German children's book publisher with strong picture book, early reader, and licensed IP titles (including international entertainment properties) sold through the same bookshop and food-retail channels VEMAG serves with Schwager & Steinlein and Circon.
• Usborne Publishing: Usborne is a UK-based family publisher of children's activity, picture, and licensed books with international co-print and translation programs — directly comparable to VEMAG's Three Wishes UK operation and the international co-print model across 38 countries.
• Egmont Publishing: Egmont is a Scandinavian publisher of children's books, magazines, and licensed entertainment IP (Disney, Star Wars, Marvel) with multi-country distribution — directly comparable to VEMAG's licensed book catalog and its co-print, multi-territory rollouts.
• Panini Group: Panini is an Italian-based publisher of stickers, trading cards, and licensed children's books (Disney, Marvel, football) — overlapping with VEMAG on mass-market licensed children's print products and food-retail / convenience-store impulse distribution in European markets.
• Hemma Verlag: Hemma is a German publisher specializing in licensed children's books (PAW Patrol, Disney, Peppa Pig, etc.) sold via food retail, bookshops, and discounters — one of the closest head-to-head competitors to VEMAG's Schwager & Steinlein in the German mass-market licensed children's segment.

Broad incumbents

• DK (Dorling Kindersley): DK, part of Penguin Random House, is a global illustrated reference and children's book publisher with mass-market retail reach — overlapping with VEMAG's Naumann & Göbel non-fiction and cookbook lines and Circon illustrated children's titles, though DK operates at a broader, premium scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/vemag-verlags--und-medien-ag

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries13 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 Vemag