As we look ahead to 2026, we find the world in a state of instability. Yet within that uncertainty there is comfort in how we have adapted to finding a way forward, no matter what lies ahead.

In the creative realm, we are witnessing a shift towards nostalgia, tradition, comfort and analogue. There is an increasing desire among audiences to buy stories that feel safe, familiar and wholesome; a demand for stories that are uplifting, spiritual, have deeper meanings, dreamy and full of hope. Alongside this sits fantasy, escapism and educational progress.

The key themes I see emerging are bravery, hope, comfort and meaning.

Visual Shifts: A Return to the Hand-drawn

Visually, at a time when digital imagery and AI make everything look the same, we are seeing a rise in hand-drawn, imperfect work. There is also a resurgence of heritage brands with traditional settings.

This is an exciting time for illustrators, as many of these brands are being reinvented, updated, or extended.

Creativity, Empathy and the Future

Whatever the future brings, empathy, friendship and compassion will only become more essential. Our job is to ensure creativity continues to thrive.

Despite the fear-mongering noise around AI this is genuinely an exciting time to be a creative.

So what does this look like in 2026?

The Year of Reading: “Go all in”

Next year’s campaign marks a pivotal moment for reading. We’re likely to see an expansion into subjects that were previously considered niche, embracing the philosophy of “If you’re into it, read into it”.

The aim is to make reading relevant and exciting by linking it to existing passions like music, gaming and sport. By positioning reading as a gateway to deeper engagement with what people already love, not just a solitary task, the campaign addresses declining readership head-on.

Key partners include BBC, Arts Council England and the Premier League.

The goal is to shift perceptions of reading from a chore to a fun, social and relevant activity that unlocks more of what you love. Whether that’s music, film, true crime, or gaming. Publishers need to be precise in their choice of subjects — tuned into both what children are actively obsessed with and the niche, slightly obscure interests they’re willing to spend money on. Non-fiction “tell-alls” on phenomena like Pop Mart, anyone?

This demands a more immediate, trend-led response. What can be dismissed as “fad publishing” should instead be recognised for its social value: producing books that children genuinely want to read. When publishing moves at the pace of culture — responding quickly to entertainment, collectibles, gaming and online trends — it helps embed reading into everyday life. Fast, local, trend-responsive publishing doesn’t dilute literary value; it creates desire, habit and relevance.

The Enduring Power of Traditional and Evergreen Stories

These are the characters and worlds we grew up with and now, as parents, we are confident buying them again. The request is clear, we want them redrawn, fresh and current.

Whether it’s mice living in tree homes, flying snowmen, or wholesome family stories, these books continue to sell because they evoke trust, nostalgia and security.

Creating new traditional stories and refreshing new looks for classic narratives — timeless, evergreen stories that don’t age and that have familiar yet retold in an inclusive way with trusted early learning appeal.

Why is so compelling? We know that heritage publishing is safe and holds stability in the market and has retailer confidence: easy to stock, predictable sell-through. It holds emotional resonance rooted in early childhood memories, parental trust in safe and familiar themes that feel comforting and reassuring. Opportunity to refresh, retell, reform and update solid classic tales.

Trend Prediction: Gamification in Children’s Publishing

Gamification formats are set to grow, with novelty, gaming and unboxing experiences becoming increasingly central as publishers compete to keep books exciting and desirable.

Books will be celebrated in unexpected places, moving beyond traditional retail environments. While much of the industry talks about the decline of the high street, this shift opens up opportunities to engage fandoms, build communities. Real excitement can be created through pop-up experiences, vending machines, interactive games and code-driven unboxing.

By placing books, characters and artwork into unique spaces, publishers can expand the footprint of their stories, helping children and families discover their next favourite book in playful, memorable and immersive ways.

Seasonality and Cultural Hooks

Publishing around seasonal moments, celebrations and themed associations will continue to grow. Books with clear cultural hooks will be easier to market, promote and partner around — particularly in a crowded attention economy.

Rather than stand-alone releases, publishers will increasingly look for stories that plug into moments people are already paying attention to. Looking at the season rather than the event: “nuts for autumn” rather than a pinpoint focus on Halloween or springtime themes rather than Easter bunnies.

Why does this matter? These moments create built-in marketing accelerators.

• Marketing hooks and PR: anniversaries and public-domain milestones offer natural news angles and media coverage.
• Collaborations and partnerships: strong opportunities to align books with museums, festivals, cultural institutions, retailers and broadcasters.
• Evergreen storytelling with timely relevance: timeless themes combined with clear cultural timing.

Biggest Influence in design : K-Pop and Korean-inspired Styles

You would have to live under a stone to have missed the huge-selling cosy colouring books inspired by Korean art.

The influence of K-Pop will continue to shape illustration styles:

• Big, expressive eyes
• Emotion-led character design
• Urban modernity mixed with playful energy

This trend extends beyond character design into editorial, packaging and digital art, reflecting a global appetite for cute, bold and instantly engaging visuals.

Mental Health: Digital vs Analogue Balance

As Dr Sam Wass explains, reading quite literally regulates the brain. Like a heartbeat, our brains have a rhythm. Reading and rhyme help bring that rhythm into balance, while screens and dopamine-driven content speed it up and fragment it.

The mental health crisis has made something clear: the pendulum has swung too far into digital. Going to bed with a book, not a phone, is no longer nostalgic advice, but a necessary intervention.

Publishing has a vital role to play. Reading must be reframed as a cornerstone of children’s mental wellbeing. In an overstimulated world, books are not an escape — they are a solution.

This isn’t so much as themes for books, but for marketing and publicity directors to come together and ‘brand the book’ as part of a child’s mental-health toolkit.

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Key Cultural and Global Events in 2026

• World Cup: a major driver for sport-themed children’s content, national pride, teamwork and celebration
• Commonwealth Games: strong opportunities for UK-led storytelling, inclusivity and global connection
• United States 250th Anniversary (Semiquincentennial): held on the 4th July 2026, marking 250 years since the signing of the Declaration of Independence. This will prompt wide-scale cultural programming across museums, education, media and publishing

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Moving forward

Since I started in publishing 25 years ago, I’ve seen the industry repeatedly disrupted. First came the iPad and digital reading; before that, the CD-ROM and the prediction that Google would replace information books altogether. Yet publishing has proved to be one of the most resilient creative industries of all. The book itself: something beautiful you can hold, and enjoy free from adverts and constant distraction, continues to hold an essential place in our lives. It does need rebranding, though marketing directors need to work collectively to persuade parents that reading is fundamental to their child’s brain development and overall wellbeing.

I have no doubt the industry will continue to adapt. We must confront outdated attitudes towards so-called “fad publishing”. Faster, more local production, gets the books children actually want to read into their hands quickly — is not a weakness, but a necessity.

This demands new solutions: smaller print runs, a broader range of titles and the confidence to serve wider and more diverse interests. Recently, book pricing has become overly tied to production values, hard covers, heavier paper and premium finishes. But I would argue that it is the content — the words, the story, the characters — that makes a child want the next book. We aren’t buying paper weight; we we’re buying what’s inside. That is where our focus should be.

We need to move away from every publisher releasing another version of a competitor’s bestseller and instead invest in originality, responsiveness and relevance.

Taken together, these trends point to a publishing landscape that is both resilient and full of opportunity. With the Year of Reading, a renewed appetite for the analogue, and a calendar rich in cultural moments and tentpole events, the opportunity lies in balancing agility with longevity. This is a chance for publishing to reaffirm its role not just as entertainment, but as a creative force that nurtures curiosity, imagination and wellbeing.

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