PRH acquires Wonderbly: a new chapter for personalisation
In early June, Penguin Random House announced it had acquired Wonderbly, one of the UK’s fastest-growing independent publishers. Founded in 2013 (as Lost My Name, rebranded in 2017), Wonderbly has sold over 11 million copies across more than 140 countries.
This marks PRH’s first major deal with implications for the US market in 2025, following three acquisitions in 2024. Financial terms were not disclosed.
Wonderbly: combining tech and personalisation
A pioneer in personalised book publishing, Wonderbly integrates storytelling, proprietary tech, creative marketing, and print-on-demand capabilities. Its catalogue includes over 150 customisable titles for children and adults.
With a direct-to-consumer strategy, the company established a robust global customer base and developed innovative promotional tactics.
What’s next for Wonderbly?
Wonderbly will remain operationally independent with its London-based leadership, including CEO Asi Sharabi. PRH and its DK imprint will collaborate with Wonderbly to accelerate growth, expand into new markets, and explore fresh genres and formats.
PRH CEO Nihar Malaviya commented:
We’re thrilled to welcome Wonderbly to Penguin Random House. Asi and the Wonderbly team have built a remarkable company at the intersection of storytelling, technology, and thoughtful gifting.
Industry growth—yet concerns on the horizon
This acquisition aligns with a wider trend in personalised, direct-to-consumer publishing. According to The Bookseller, the UK’s personalised book segment is growing at approximately 12% annually, surpassing the growth of standard print.
Nonetheless, critics flag rising consolidation in the industry. Publishers Weekly notes ongoing concern over the dominance of major publishers. In 2022, a court blocked PRH’s planned acquisition of Simon & Schuster due to antitrust concerns, renewing scrutiny as PRH continues to expand its operations. The Financial Times has also highlighted the potential harm to smaller publishers and the reduced diversity resulting from consolidation.
Opportunity or threat?
Wonderbly benefits from PRH’s global infrastructure and expertise, enhancing its potential for growth and audience reach. But centralisation of market power raises alarms about competition and variety. Whether this partnership becomes a model success or intensifies concerns about monopoly remains to be seen.
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