OwlCrate
| Company type | Private |
|---|---|
| Industry | Subscription box service, Book retail |
| Founded | 2015 |
| Founder | Robert Madden, Korrina Ede |
Area served | International (selected countries) |
| Products | Monthly subscription boxes featuring signed books and themed merchandise |
OwlCrate operates as an online subscription service that delivers monthly boxes internationally, with a focus on books and book collecting. This service is favored by numerous book reviewers active on social media and caters to customers in selected countries. The subscription boxes primarily highlight fiction genres such as science fiction and fantasy, aimed at young readers and teenagers. Each box contains exclusive editions of books signed by authors, along with themed surprise merchandise including items like coffee mugs, t-shirts, lip balm, stickers, pins, jewellery, and other collectibles.
History
Established in 2015 by Robert Madden and Korrina Ede, OwlCrate began as a small-scale operation run from home. The inaugural box showcased V. E. Schwab's fantasy novel A Darker Shade of Magic. Over time, OwlCrate expanded its subscriber base to include thousands of members, among them Goodreads reviewers, social media influencers, authors, and collectors.
Most non-book products included in the boxes are procured from independent creators. Additionally, leftover inventory from previous boxes is sold at reduced prices until stock runs out. A distinctive feature of OwlCrate is its offering of exclusive autographed book editions—often provided by major publishers—with unique cover designs that vary from subtle alterations in color or typography to entirely new artwork, sometimes featuring sprayed or foiled page edges. These special editions add significant value compared to standard retail or online versions.
Harry Potter controversy
In 2020, OwlCrate encountered backlash for distributing merchandise connected to the Harry Potter franchise amid controversy surrounding author J.K. Rowling’s statements on transgender issues. The company’s logo—a cartoon owl inspired by Harry Potter’s pet owl Hedwig—also became a topic of discussion concerning corporate accountability and allegations of transphobia within the online literary community. OwlCrate explained that its logo was inspired solely by admiration for Harry Potter rather than support for Rowling’s views. Following this, the company halted sales of Harry Potter products for one year before resuming them in 2021; this decision provoked criticism from customers and commentators who cited the franchise’s contentious background and Rowling’s transphobic remarks.
By late summer 2021, OwlCrate officially discontinued all Harry Potter merchandise sales. Critics—including The Mary Sue—condemned the earlier reinstatement of these products, accusing OwlCrate of facilitating transphobic conversations on its social media channels. Since 2021, no Harry Potter or J.K. Rowling-related items have been offered by OwlCrate.
OwlCrate Jr.
OwlCrate Jr., a subsidiary brand targeting younger children, ceased operations after December 2023. Its subscription boxes contained toys, games, books, letters from authors, activity sheets, stickers, and other items related to the featured book. In November 2021, OwlCrate Jr. was honored with a National Parenting Product Award (N.P.P.A.).