Bookshop.org’s ‘Read It Forward’ initiative to support young readers in this National Year of Reading

Bookshop.org is bringing back its charitable initiative “Read It Forward” for a third year in a row. Once again in February 2026, it is partnering with BookTrust and Scottish Book Trust. The charities will receive 10 per cent of every children’s book sale, including pre‑orders. It also supports independent bookshops.

Top children’s authors are supporting the charitable drive. The 2026 ambassadors have been confirmed as:

• children’s author of the Fairytale Woods series and star of film, television and stage Ben Miller
• former Waterstones Children’s Laureate Joseph Coelho
• Gill Sims, author of hugely successful parenting blog ‘Peter and Jane’ and of the YA novel Lila Mackay is Very Misunderstood

Inspiring a new generation of readers

The aim of the initiative is to inspire a love of reading in the next generation. The money raised will go towards BookTrust and Scottish Book Trust’s work in supporting children from vulnerable and disadvantaged backgrounds.

This year, “Read It Forward” takes place in the context of the National Year of Reading. The nation-wide campaign to encourage people of all ages to read for pleasure. It comes as a response to declining reading enjoyment among young people. It aims to increase literacy, boost wellbeing, and build a culture where “reading is for everyone”.

Impact of last year’s campaign

Last year, “Read It Forward” raised money to support over 1,550 families. It brought books to children who need them the most. It received incredible support from ambassadors Alexander Armstrong, Catherine Rayner, Andy Day, Serena Patel, and Nadine Aisha Jassat. Support also came from authors, illustrators, publishers and influencers. This included Adam Kay, Jessie Burton, Tim Harford, Frank Cottrell Boyce, Robin Stevens, Kiran Millwood Hargrave, Abi Elphinstone, Christopher Edge.

Customers can now place pre‑orders for some of the biggest children’s titles coming in the first half of 2026. This includes:

• the highly anticipated Volume 6 and final instalment of the Heartstopper series by Alice Oseman
• The Last Wolf by Rob Biddulph
• Evenfall: The Tempest Stone by Alexander Armstrong
• Hari Kumar, Ultimate Superstar by Rashmi Sirdeshpande
• The Long Way Home by Holly Bourne

What the ambassadors had to say

Ben Miller said:

“Anything that helps children discover the joy of stories – and supports our wonderful independent bookshops at the same time – is worth shouting about from the highest rooftops. In my books, I try to celebrate the old magic of fairytales: the spark that lights up a child’s imagination and, if we’re lucky, keeps burning right through adulthood.

Diana Gerald MBE, co-CEO of BookTrust, said:

“Shared reading early on in life can have a huge impact on bonding, happiness, wellbeing and much more, but not all families have the chance to experience it. Funds raised by Bookshop.org and its customers will help us reach even more children, particularly vulnerable children and those from lower income backgrounds. Through our ongoing Reading Rights campaign and with the National Year of Reading happening in 2026, it’s more important than ever that every child can access the transformative power of books.”

Find out more about “Read It Forward” here. A comprehensive toolkit, including social media assets, is available at this link. Follow the latest developments on social media using the hashtag #ReadItForward.