Lema Publishing was founded by Malcolm Naish in 1982, with Toys 'n' Playthings the company's first publication. Since then the company has regularly launched new titles, and now operates in many areas of the youth, gifts and greetings industries.

The company currently employs 26 people, and is based in Berkhamsted, Hertfordshire - near Watford and around half an hour by train from Euston.