John Newbery (1713-1767), a London-based bookseller, took up full-fledged publication of books that were both "entertaining and useful" for middle-class children in urban areas, providing them with not only moral lessons but also entertainment.
Newbery became well known in the United States as well; the most prestigious American award for children's literature is named after him - the John Newbery Medal, inaugurated in 1922.
http://poulwebb.blogspot.com/2018/10/childrens-books-18501881-part-21.html
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