From Local Shelves to New Markets: Our Children’s Books Export Story

Meet Sikstas Ridzevicius the CEO of Flintas Publishing. From leading fast-moving children’s titles in Lithuanian retail to building partnerships across Central and Eastern Europe, his story is about focus, experimentation, and the courage to grow beyond one market.

Flintas Publishing first became a strong player at home, pioneering fast-moving, affordable children’s books in retail chains. That success showed one clear thing: if this concept works in Lithuania, there are likely retailers in other countries looking for similar products.

The first export steps were almost accidental. Publishers from the UK, Poland, and Bulgaria reached out, tested Flintas Publishing titles in their markets, and saw strong results. A key milestone was cooperation with a Polish wholesaler supplying books to Carrefour and Biedronka, where Flintas Publishing products quickly became bestsellers. These early wins proved that the idea travels – but also that exporting requires a different mindset from local publishing.

When did export become a real part of the business?

“We realised that what works in Lithuania works only in Lithuania. If you want to export from a small country without large capital, you must find your niche and become one of the best in it.”

For Flintas Publishing, that niche is clear: high-quality illustrations, strong age relevance, and the development of core skills for children aged 2–4. The strategy is refined every day – testing concepts, adjusting formats, and expanding the range. Since each buyer usually needs only one copy of a particular book, experiments are constant, but the direction remains focused on real value for young readers.

What are the biggest challenges in exporting children’s content?

“The hardest part is accepting that you don’t understand much at the beginning – you have to start from a blank page.”

Entering markets with more than 10 million people and a much wider range of children’s literature means the team must rethink assumptions every time. It is easy to confuse a lucky success with true business expertise – and it is important to avoid that mistake.

What really unlocks a new market?

“The best moment is when a partner from a new country says: ‘We know you’re doing well with this product in that market — can we cooperate?”

Real market unlocking happens when partners return. When they order a new series. When magazine subscriptions grow. This continuity shows that families trust the content and retailers see stable rotation – not just a one-time success.

What’s next for Flintas Publishing?

Today, Flintas Publishing is well known across Eastern and Central Europe, and its books and magazines already reach dozens of countries worldwide. The next step is strengthening presence in Scandinavia and Western Europe, as well as deepening media integration – from animation and apps to YouTube content that expands the worlds created in books and magazines.

“We see great potential in combining strong content with smart technology – finding the right format for children and then scaling it globally.”

Interested in cooperation?

If you are a retailer, distributor, or publisher looking to expand your offer for toddlers and preschoolers, we would be happy to talk.