Bookshop.org launches 2025 ‘Read It Forward’ initiative with new ambassadors
Bookshop.org, the online bookselling platform, is bringing back its popular charitable initiative Read It Forward. 10% of every children’s book sale made via Bookshop.org in February 2025 (including pre-orders) will be donated to charities BookTrust and Scottish Book Trust. These purchases also supporting independent bookshops of course.
Children’s authors supporting the initiative include multi-award-winning author and illustrator Catherine Rayner, winning Serena Patel, and Carnegie Medal nominated Nadine Aisha Jassat as well as children’s TV presenter and author of the Dino Dad series, Andy Day, and newcomer to children’s books, Alexander Armstrong.
The aim of Read It Forward is to inspire a love of reading in the next generation, with the money raised by Bookshop.org going towards children’s reading charities BookTrust and Scottish Book Trust’s work in providing access to reading support to children from vulnerable and disadvantaged backgrounds. Last year’s Read It Forward recorded double digit year on year sales of children’s and YA titles on Bookshop.org, with the proceeds going to over 1,000 families, bringing books to children who need them the most. The organisers hope the initiative will encourage parents and carers of children to do more reading and sharing of books with youngsters.
‘Reading for pleasure is one of the greatest joys in life and is something every child should get to experience’ says Catherine Rayner, adding, 
‘Which is why I’m thrilled to be supporting Read It Forward in 2025. Books open up whole new worlds and opportunities to children, so I encourage book buyers to get behind this wonderful charity drive and help spread the benefits of reading far and wide.’
Her fellow Read It Forward 2025 Ambassador, Serena Patel says, ‘I am delighted to support the Read it Forward campaign this year. I think encouraging reading is important for all of us, at every age but especially for our children and young people. Reading opens up endless possibilities, brings joy and hope, creates empathy and is powerful in so many ways. I hope you’ll join me in supporting this brilliant initiative!’
Shelley Firth, bookseller at Darling Reads, adds, ‘We really enjoyed taking part in Read It Forward last year and look forward to sharing some more wonderful recommendations for children and young adults as part of Read It Forward 2025. We truly love welcoming young readers through our doors so any opportunity to support children accessing and engaging with reading is very important to us. It’s also a great way for us to shout about some exceptional children’s book authors and illustrators! We are proud to be part of the Bookshop.org community and hope to make a difference to families in need of a bit of support and joy.’
