When Noramay Cadena opened the bilingual children's books she had been gifted after she gave birth to her son last year, she was quickly taken back to her own childhood in Mexico. The book featured a Spanish-language lullaby, "The Pin Pon Song", about a cute cardboard doll, which Cadena described as both extremely silly and culturally significant.

"That's when I knew this was content that was by the community, for the community," she said. "As a user, I was really blown away by how they combined entertainment with education." She also thought the quality of the books was far higher than what she'd expect from what was then an early-stage startup based in L.A.

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A then-tech executive at Oracle in 2015, Steven Wolfe Pereira was a new father and wanted to do some more meaningful work. So with his wife, who had run Twitter's multicultural market strategy, and their two good friends, they began pitching an idea of a bilingual children's book series to publishers.

"I was aghast at the responses I was getting," he said. "They were like, 'Latinos really don't read'. It was really insulting."

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