It’s our birthday! Our Drury Street store was one year old last week and we have celebrated by giving out gifts in our massive sale and our social media competitions!

To celebrate our first year, we’ve been thinking about one year olds through the ages; how they were raised and most importantly what they read! We’ve picked out some of the best children’s books published in every decade from the 1920s up to now, and taken a look at some of the popular parenting advice of their time.

Childhood in the 1920s

One year olds in the 1920s were an unfortunate bunch if their parents followed the popular parenting advice of the day, which ranged from touching the baby as little as possible to having it spend as much time outdoors as possible. Robert and Mary were the most popular names for babies, so while sitting alone on the lawn all day, little Mary or Robert may have found some comfort in the great picture books published in that decade, which included The Velveteen Rabbit and Clever Bill, both illustrated by William Nicholson.

And who could forget the beloved Pooh! The first Winnie the Pooh collection of stories was published in 1926, so perhaps these 1920's parents may have read it to their little ones out the kitchen window, while keeping a safe distance of course.

1930s

In the 1920s the emphasis on the need for fresh air and sunshine for babies persisted from the previous decade, and led to parents in high rise tenement blocks in places like London and the U.S. installing wire "baby cages" on their windows so that their toddlers could spend enough time outdoors! The '30s also saw the introduction from Vienna of a theory called “democratic parenting”, a method of kind but firm childrearing that aimed to treat children with more equality to adults than was common in that era.

Among the most popular baby names in the 1930s were Margaret and John, and these babies were treated to the adventures of Babar the Elephant, the popular series of books about King Babar and his wife Celeste. A.A. Milne, author of Winnie the Pooh, said “If you love elephants you will love Babar and Celeste. If you have never loved elephants you will love them now".

1940s

In 1946 a new parenting book was published by Dr. Benjamin Spock, advocating parents to reject the previous decades’ distant parenting style and reconnect to their natural nurturing instincts. This brought more focus to warmth and bonding than in previous years. Good news for little John and Margaret, who were still the most popular names! This decade was also a great one for children’s books, with one of the most popular children’s books ever, The Little Prince, being published in the original French in 1943. The Little Prince is the third most translated book in the world, after the Bible and the Koran! For children in Scandinavia, Moomins were also starting to make an appearance, with The Moomins and the Great Flood being published in the original Swedish in 1945.

1950s

Because of advertisements like the one above, 1950s common wisdom about what was healthy and correct is the source of much amusement these days! However some people have started to question whether they might have had some things right after all. Because factory production hadn’t returned to pre-war levels, more parents made their children’s toys by hand and used reusable cloth nappies, and with television still uncommon at home, young children were likely to be read to often. And what a choice of books those children had! Our perception of 1950s culture these days is usually of a conservative mainstream culture, but in children’s books as well as other areas a lot of artists were reaching new heights of innovation. Little Susan and David, the most likely names for babies born in the 1950s, may have grown up with the wacky Dr. Seuss as a household name, and Tove Jansson's Moomins also exploded in popularity during this decade.

1960s

In 1962 a paediatrician called Walter W. Sackett Jr. published Bringing Up Baby, a book which recommended that babies as young as 10 weeks should be eating bacon, eggs and even coffee, to acclimatise to the family’s eating habits! In the same decade, Harry Harlow’s controversial experiments on baby monkeys showed that infants prioritise warmth and comfort from a parent over basic needs. The Sixties was a good time for children’s books, with little David and Susan ,(still the most popular names!), likely to grow up with now-iconic characters such as Miffy.

In the U.S., artists like Tomi Ungerer and Maurice Sendak led a swerve towards darker and edgier books for children, such as Ungerer's The Three Robbers. And cutting edge designers experimented with children's illustration in books like A Balloon For A Blunderbuss.

1970s

The 1970s saw the rise of a more child-centred and intuitive parenting style proposed by Penelope Leach. In contrast to the parenting styles of previous generations, mothers and fathers were now encouraged to put the baby’s needs above their own and to trust their instincts. Jennifer and Michael were popular names for babies, and little Jenny and Mike grew up with Judith Kerr’s scatty cat Mog, who is still loved to this day.

Other books that '70s kids might remember include When Tom Beat Captain Najork by Russell Hoban and Quentin Blake.

1980s

This decade’s babies were likely to be named Sarah or Paul, and they would have grown up with more TV than previous generations. Children's books were still an important part of early childhood though, and some of our favourite books were published in the '80s. Jill Barklem’s Brambly Hedge stories were first published in this decade, along with Shirley Hughes’ Alfie books.

David McKee’s Elmer was reissued to major success at the end of the decade, and Jane Hissey's Old Bear series made its first appearance.

And when these '80s kids grew up a bit more, they were lucky enough to be among the first people to read The BFG and Matilda!

1990s

Mary-Kate and Ashley Olsen demonstrate the 1990s trend for attachment.

By the time the 1990s came along, Michael and Jessica were the reigning babies! Guides advocating attachment parenting became popular, which is reflected in one of the most popular children’s books of the decade, Guess How Much I Love You.

Nowadays

Jacob and Jack, Emily and Sophie have all been popular names in the last few years, and social media has meant that childhood is more publicly shared and discussed than ever before. Children’s books have been booming with award-winning artists like Jon Klassen, Carson Ellis and Oliver Jeffers enjoying mass popularity. Klassen’s ‘Hat Trilogy’ may be remembered by this generation’s children as the iconic books of their childhood.

And in 2016, a little shop on Drury Street opened, with the aim to bring the best illustrated books from the last 100 years to children and grown up children in Ireland and beyond! A big thank you to all our customers for your valued support in our first year. Here's to the next hundred!

You can view our full collection of illustrated children's books here.