Dolly Parton's Imagination Library: Feedback
We ran a survey in late 2025 to gather the views of parents and carers on the Imagination Library. Please see summary of our findings below.
We closed with 821 responses so thank you so much for participating and providing your feedback.
Phases
Feedback report
How local people value the Imagination Library
We ran a survey in late 2025 to gather the views of parents and carers on the Imagination Library. Here is a summary of our findings.
My child is excited when receiving a new book from the Imagination Library.
How often do you read the books together?
I enjoy reading the books with my child
The program has helped create more bonding time between me and my child
Are there any books that have become family favorites?
Peter Rabbit books are the most frequently mentioned family favourites, with many respondents specifically naming them.
"Brown Bear, Brown Bear, What Do You See?" is also a clear favourite, mentioned by several families.
"Uh-Oh Niko" (and its variations, especially "Bathtime") is another standout, with many respondents saying it is a favourite.
"Harriet the Strongest Girl in the World" is another book that comes up repeatedly.
Other books and themes that are popular across multiple responses include:
- "Max at Night"
- "Dinos on the Bus"
- "Mrs Armitage on Wheels"
- "The Very Hungry Caterpillar" and related farm/flap books
- Nursery rhymes and song books
- Books with flaps, pop-ups, or interactive elements are repeatedly highlighted as favourites.
Other books mentioned multiple times include "Don't Say Elephant", "Grumpy Monkey", "Flora and Nora", "Spot", "The Little Red Hen", "Max", "Mechanic", and "Goodnight Little Kitten".
Several respondents also commented that their children love all the books, or that favourites change regularly as new books arrive.
In summary, the most popular books are Peter Rabbit, Brown Bear, Uh-Oh Niko, Harriet the Strongest Girl in the World, Max at Night, Dinos on the Bus, Mrs Armitage on Wheels, The Very Hungry Caterpillar (and related farm/flap books), and nursery rhyme/song books. Books with interactive elements (flaps, pop-ups) are especially loved. Many families report that their children enjoy all the books and that favourites often change.
The Imagination Library books match my child's age and developmental stage
The books have helped my child learn new words or concepts
The books support my child’s early literacy skills
Where did you find out about the Imagination Library?
The vast majority of respondents found out about the Imagination Library through word of mouth, especially from friends, family members, or other parents. Many specifically mentioned recommendations from local parents, WhatsApp groups, or mums’ groups.
A significant number also cited online sources and social media as their route to discovery, including Facebook, Instagram, Money Saving Expert, and general internet searches.
A smaller group mentioned hearing about the programme from health professionals such as midwives, health visitors, or early help workers.
A few respondents referenced local community groups, podcasts, or emails as their source.
Overall, personal recommendations—especially from friends, family, and parent networks—were by far the most common way people found out about the Imagination Library, followed by online and social media channels.
How easy was it to complete the registration process?
The books arrive regularly and in good condition
Have you ever experienced issues with delivery or receiving books?
If you experienced issues with the delivery or receiving books, please tell us more.
The most common issue reported was missed or delayed deliveries, with many respondents mentioning that there were one or more months when books did not arrive or arrived late. Some noted that these issues were resolved after reporting them.
Damage to books and packaging was another frequent concern. Respondents described books arriving bent, dented, or with torn covers, often due to inadequate envelopes or rough handling by postal workers. Several suggested that stronger or hard-backed envelopes would help prevent damage.
A few respondents mentioned issues related to address changes, either having difficulty updating their address or needing to do so after moving. There were also isolated comments about only receiving books for one child when subscribed for more and about postal service changes affecting delivery.
A minority of respondents reported no issues at all.
What do you like most about the Imagination Library?
The most frequently mentioned aspect respondents appreciate about Dolly Parton's Imagination Library is the variety and quality of books received, with many highlighting that the books are often ones they would not have chosen themselves, introducing their children to new stories, authors, and topics. The books are consistently described as age-appropriate and developmentally matched to the child, which parents find helpful and reassuring.
A major theme is the excitement and joy children feel when receiving a book in the post addressed to them, making reading feel special and like a treat or present.
Is there anything you would change or improve about the program?
Most respondents are very positive about the programme, with many stating they would not change anything and describing it as fantastic, amazing, or perfect.
A frequent suggestion is to improve the age appropriateness of the books. Several respondents mention that some books are either too advanced or too simple for their child’s age, and recommend better matching books to developmental stages. Some also mention that the books received for twins are duplicates and would prefer different books for each child.
Many respondents would like the programme to continue past age 5. There are also requests for the programme to expand to more areas, as some families cannot access it due to location.
Several respondents suggest ways to make the programme more sustainable, such as a system for passing on or donating books once children have outgrown them. Some also mention the possibility of voluntary donations to support the programme.
A few respondents would like more frequent book deliveries, or the option to receive more than one book per month.
Other suggestions include:
- Email notifications or previews of upcoming books.
- More diversity in book topics and characters, including cultural and SEN representation.
- Coordination of books with seasonal events.
- Easier contact for delivery issues.
- Advice or activities linked to developmental stages.
Overall, the main themes are strong appreciation for the programme, requests for better age-appropriate book selection, desire for expansion and continuation, and interest in sustainability and diversity.