Three dads and an uncle in Hackney started LostMy.Name only a short while ago, but have already had a huge impact on children's publishing.
Their first release, The Little Girl Who Lost Her Name and The Little Boy Who Lost His Name, have been named the best-selling picture book of 2014.
After one of the dad's recieved a personalised book for his daughter that was a little underwhelming, the group ambitiously set out to come up with the best personalised book in the world and Lost My Name is the result.
Co-author of the book, David Cadji-Newby, joined Headline London to explain the mammoth task of creating books that all differ according the name of the child reading. He tells Claudia-Liza Armah what the reaction has been to their work, from children and parents alike.
Being a picture book author on the surface seems to represent quite a change for David, who used to write comedy for the BBC, but he explains that the discipline is surprisngly similar as he works jokes into his work to make parents laugh too.
David says the team started with a "crazy dream" to "make a million bedtimes more magical" and while they aren't quite there yet, the public response has been overwhelming.