Ethnikids is an online bookstore that offers children’s books featuring characters of colour in various South African languages. Passionate about igniting a love of reading in children and providing diverse material that more children can relate to and identify with, Ethnikids was founded by 5 moms, after years of searching for books with characters that look like their children (without much luck).

More than just popping up a shop, Ethnikids hosted an interactive program of events with book readings and ‘meet the author’ events during the festive season.

Ethnikids’ popup shop dramatically increased their December sales, as the company usually has to close down their site sales for the week preceding Christmas as it becomes difficult to ensure timely delivery. Popping up a physical shop allowed the company to be operational during their busiest period.


African languages in store


Authors hosted in book reading sessions


Books sold