The Wills & Hepworth Ltd. company traces its origins to 1867, when Henry Wills opened a bookshop in Loughborough, Leicestershire. Within a decade he progressed to printing and publishing guidebooks and street directories. He was joined by William Hepworth in 1904, and the company traded as Wills & Hepworth.
By August 1914, Wills & Hepworth had published their first children's books, under the Ladybird imprint. From the start, the company was identified by a ladybird logo, at first with open wings, but eventually changed to the more familiar closed-wing ladybird in the late 1950s. The ladybird logo has since undergone several redesigns, the latest of which was launched in 2006.
Wills & Hepworth began trading as Ladybird Books in 1971 as a direct result of the brand recognition that their imprint had achieved in Britain. In the 1960s and 1970s the company's Key Words Reading Scheme (launched in 1964) was heavily used by British primary schools, using a reduced vocabulary to help children learn to read. This series of 36 small-format hardback books presented stereotyped models of British family life – the innocence of Peter and Jane at play, Mum the housewife, and Dad the breadwinner. Many of the illustrations in this series were by Harry Wingfield and Martin Aitchison.