Written by Rebecca Charlton

12 December 2018

The children’s book market has grown for the fourth consecutive year and is now worth £383 million in the UK. Our Autumn Winter 2018/19 Baby & Kid’s trend Storytellers, published two years ago, draws from the impact of a fast paced, digitally dominated world, where storytime has become a sacred respite for both parent and child to bond.

This imaginative and engaging trend captures both parent and child’s love and appreciation of picture books. Despite Generation Alpha having had a relationship with technology since birth, we see the traditional picture book continue to be treasured and used to help communicate some of life’s toughest lessons.

We can now evidence our Storytellers trend in major UK and US retailers. In this post, we explore how this trend has been interpreted in store.

This season sees the common red fox motif replaced with grey foxes and wolves. Illustrated friendly wolves run and skip across product within gift and greetings and accessories in the home. Illustration styles for prints are sketchy, creating soft fur-like textures, as seen at Paperchase. Simple fox characters have been introduced onto products such as bookends and coat hooks, as seen in Crate & Barrel.

With modern Scandinavian design being a key influence for this trend, the bedroom setting is minimal, light and airy. Grey felt is used to bring a soft upholstered look to kids products for extra cosiness. Toys, books and blankets can be stored away in simple felt storage baskets, like those seen at Next, Primark and Sainsbury’s.

Woodland conversational prints are inspired by mystical stories and traditional folktales, creating a storybook look and feel, as seen across textiles and tableware at Asda, Anthropologie and Sainsbury’s. Combine these with scratchy monochrome marks as an easy coordinate print for textiles.

Our Seasonal Trend Publications help you to respond to the most important trends two years ahead of the season. Our Autumn Winter 2020/21 Baby & Kids trend book is available in both print and digital formats and can be pre-ordered now.

We were impressed with the quality of the individual coaching. Not obtrusive or interfering, but genuinely steering the team to target objective.

Mayborn Baby & Child

Our Top Picks


Follow us on Twitter
Contact Us

Enter your details below to log in

Looking for more?

Contact us at for further details on our Baby & Kids Edit subscription packages.