Former public-school teacher Ashley Wall brings her expertise to children’s publishing.

In 2022, Ashley and Jeff Wall founded MamaBear Books, a Texas-based boutique children’s book publisher. MamaBear inspires imaginative play for young children with hilarious adventure books like The Day I Had a Bulldozer, The Day I Had a Dinosaur, and Lucy and Her Unicorn Get a Sparkle Puppy. Motivated by her experience as a teacher in low-income schools, Ashley Wall promotes literacy by giving books to over 49,000 children in partnership with the Barbara Bush Literacy Foundation.

Your motto is “A child who can imagine is a child who can change the world.” How did books inspire your children?

As a mother, I believe a love for reading can open a world of imagination and possibility. Reading to my kids from infancy encouraged their cognitive development and set a solid foundation for learning. Just as importantly, I wanted reading to be something they loved—full of fun, laughter, and discovery—so that reaching for a book would feel as natural as any other activity.

Imagination is such a powerful tool in a child’s development. It fuels creativity, helps with problem-solving, and builds resilience, allowing kids to think beyond the ordinary and approach challenges with an open mind. Books are a great way to foster this because they transport children to new places, spark curiosity, and encourage them to dream.

What motivated you to launch your own publishing company?

Once I had children, I retired from my teaching career and became a stay-at-home mom. I read to my children from their very first weeks and never stopped. After a few years, I was overcome with inspiration to pursue writing a children’s book series. My husband and I decided we would publish the book series ourselves. We also talked about how amazing it would be to help others who have story ideas bring their books to life. And so, during that Sunday afternoon conversation, the spark that is now MamaBear Books was ignited.

How do your teaching experiences inform your choices as an author and publisher?

When children are read to, early and often, they come to school better prepared, which builds confidence, perseverance, and a foundation for learning overall. Reading plays a vital role in supporting vocabulary, literacy, critical thinking, and emotional growth. We want our books to be engaging, filled with lessons like perseverance, teamwork, and kindness.

Our goal is to instill a love for reading in all children. And what do kids love most? Having fun, laughing, and being silly! As parents and educators, we know the importance of making learning enjoyable and meaningful, which is why we designed our books to be fun.

Have you seen any changes in kids since your teaching and graduate school days?

When I was teaching, not all kids had phones and even fewer had smartphones. Students weren’t worried about something getting posted, or a social media challenge. They engaged in our lessons and projects. They were curious about the future and loved learning about different paths they might take. Kids could empathize better, work together, talk, learn, and be social. I have seen a lot of this deteriorate over the past ten plus years.

Do kids need a nudge to put their screens away?

Yes! When screens are not an option, children are given opportunities to fend for themselves, and their imaginations flourish! From what I have witnessed, children are happier without them. They can better regulate emotions; they communicate and work together in a positive way and have a lot more fun. Childhood is magical, and it should stay magical for as long as possible. The only way to do that is to get kids off screens.

With screens becoming more prevalent, we’re seeing the “magic” of childhood—the imaginative play and wonder—dwindling earlier. Our aim at MamaBear is to help rekindle that magic, encouraging children to explore, imagine, and hold onto that sense of wonder as they grow. We want them to think creatively, and to build problem-solving and innovative skills.

What are your long-term goals for MamaBear Books?

Big picture is to change as many children’s lives through literacy and imagination as we possibly can. To us this is about leaving a legacy for generations. Not just for our kids, but in helping all children who pick up our books to dream big. If we can do that well, then there truly is no limit to what they can do and accomplish.

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