Pop-up books in China

"When we started, people said our prospects were dim, because pop-ups books, which require a handmade process, were way too costly for Chinese market," Wang said.

But where others saw obstacles, Wang saw opportunity, and says she found a "Blue Ocean" to explore.

"My experience told me that things were likely to change as China's economy developed," she says. "And Chinese parents are known for high involvement in their children's education."

Her persistence encouraged her colleagues, editors and designers, to research and create their first book on their own. The company was started in a warehouse in the eastern suburb of Xi'an city, Shaanxi province, in 2006. The main floor was turned into an office, and the second and third floors housed a small factory.

"We had no skilled workers to piece the parts together, so we learned along the way and taught the new workers we hired by hand," says Yan Hongbing, the group's art director.

The company's first product was the Playtime series for kindergarten children. "I remember the excitement on Wang's face, as she ran between the floors like a child upon the successful production of Playtime," Yan says.

In the years since, Lelequ grew to 300 employees and more than 2,000 titles. To nurture the market for pop-ups books, Wang tried new things. She even partnered with a powdered baby milk producer to provide pop-up books with formula.

In 2008, Wang expanded the company to produce other special-effect books, including some more like toys that included items such as colored pencils or origami paper.

Sun Zhaozhi, vice-general manager under Wang, said the company is always pushing for breakthroughs.

"Wang convinced me that quality is the key. Once we decide a book is a good book, we pursue it with all we have, regardless of its market prospect," Sun said.