Utah children's book subscription founded in 2015 by three sisters-in-law, shipping age-banded book clubs from board books to middle grade.
Bookroo was founded in 2015 in Provo, Utah by three sisters-in-law, and trades as Vermilion Labs LLC. It runs four children’s book clubs banded by age, from board books for under-threes up to middle grade for nine to twelve year olds.
Its distinguishing product feature is the Custom Edition Collection: books printed to a uniform height with coordinated spines, so a subscription builds a shelf that looks deliberate rather than accumulated.
Its BBB file carries an F rating, with three of four complaints unanswered. The complaints share a single theme and run from March 2024 through June 2026: gift subscriptions sold as one-time purchases that enrolled buyers in recurring charges, and automatic renewals after a term ended without notification.
That pattern sits directly against the company’s own “Cancel anytime. No hidden fees” messaging, and cancellation is not self-service. It requires an email before the 15th of the month.
Its Trustpilot profile carries only two reviews, far below the threshold at which we use a score, so the BBB grade is the only independent evidence available.
Bookroo is well regarded editorially, including a Best Overall kids’ book club listing from MySubscriptionAddiction and a 2026 Scary Mommy Readers’ Choice award, and it is one of the few real options in a category we cover thinly. Readers deserve both halves of that picture before subscribing.
