As Australian families prepare for the return to school, QBD Books is launching ‘Unlock Their Potential,’ a national campaign celebrating the power of reading following Australia’s social media ban.
Running from early February, the campaign arrives at a pivotal moment for families. With Australia’s new social media restrictions for children now in effect, many parents are seeking more meaningful ways for their children to spend their time.
QBD Books will activate ‘Unlock Their Potential’ across its national network of 91 stores, as well as online and on social media. The campaign will be brought to life through curated book selections, trusted staff and author recommendations, and education-focused content designed for parents and children to choose books that build curiosity, confidence and a love of learning.
QBD Books is encouraging families to lean into books, puzzles and games as tools for growth, imagination and connection.
Recent research from Scholastic Australia shows that 91 per cent of Australian children say their favourite books help them imagine new possibilities for themselves, while 84 per cent of parents agree that reading inspires children to dream big and see themselves in different futures.
Complementing this, data from the Australian Council for Educational Research shows that strong literacy skills in the early primary years are closely linked to higher achievement and selfefficacy later in school.
Children’s author Andy Griffiths says reading plays a unique role in helping children explore who they are and who they might become.
“Reading is the ultimate adventure—a book can take you to any place, any time and anything can happen … LET’S GO!” Griffiths said.
For QBD store teams, the campaign is deeply personal. Sally, who has worked at QBD Tuggerah for 13 years, says books have shaped not only her own family but the lives of countless young readers she has met in store.
“I was lucky enough to become employed at QBD after having my first child 13 years ago. Working here has allowed me to encourage not only my own children, but so many others to read and open up a whole new world beyond the one we live in,” Sally said.
“It has given me an opportunity to see the world from a different perspective, and I have learned so much about what makes people get lost in writing. There is still so much more potential to unlock,” Sally added.
Illustrator and author Li Chen agrees that reading is foundational to creativity and confidence.
“Reading sparks the imagination, and opens doors to whole new worlds,” Chen said.
QBD Books CEO Nick Croydon says ‘Unlock Their Potential’ is about helping families see the new year as a moment to intentionally invest in how children grow, learn and discover who they are becoming.
“Each new year gives families a natural pause to reflect on what they want more of for their children, whether that’s confidence, curiosity, creativity or focus. Unlock Their Potential is about recognising that reading plays a powerful role in all of those things. Books give children space to imagine, explore ideas, build skills and develop a sense of self without pressure or noise,” Croydon said.
“We’re seeing that mindset shift play out in real time. In the weeks following the introduction of the social media ban, families began engaging with our stores differently. On 10 December, the day the ban came into effect, we recorded a 24 per cent uplift in foot traffic, and across December we saw strong growth in categories that support offline learning, imagination and play,” he added.
“During the Christmas period, puzzle sales were up nearly 30 percent year on year, and children’s books grew by almost 18 percent compared to last December. While Christmas is always a peak period, this points to something deeper. Parents are actively choosing experiences that help their children build skills, confidence and attention, and that is exactly what Unlock Their Potential is about.
“Books, puzzles and games give children something tangible to engage with. They encourage focus, creativity and shared family time, and they help children discover what they’re capable of when given the right tools,” Croydon said.
QBD has new stores planned for 2026.
