Généraliste - 20% off all year round, including twice a year sales

Founded in 2018, généraliste exists to make representative books and greeting cards readily available to children of colour across the world.

After struggling to find a marketplace that promoted diverse books and birthday cards for her son, founder Naomi Shakespeare decided to take the leap of faith and start one of her own.

In 2017, the Centre for Literacy in Primary Education (CLPE) asked UK publishers to submit books featuring BAME characters published that year. Out of 9,115 children’s books, only 4% of these (391 titles) featured BAME characters. And shockingly, only 1% had a BAME main character.
Despite these figures, there are thousands of wonderful BAME books available from around the world, which, up until now, have been difficult to find and purchase. It is  généraliste's goal to help by representing the best of the BAME community in literature, giving each child a chance to see themselves in the pages of a book.


You can find greeting cards for all ages and occasion on the website, and they stock a variety of books for children ages 0-12. Board books, picture books, fiction, poetry, you name it they have it!

Chinwaggers card holders receive 20% off all products online, including twice a year special sales - sign up for an account to their website and receive points on every £1 spent - (internet code will be sent by email).

Shop généraliste's online book shop here 

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