Depending how you look at it, the Lost My Name team has either created one artful book or 53,849. The Little Boy/Girl Who Lost His/Her Name, the top-selling picture book in the U.K. last year, is personalized for each recipient. The child’s name doesn’t simply get mentioned a few times—an easy enough publishing gimmick. Rather, the story itself changes; different characters appear for each name. In fulfilling orders for 53,849 children’s names so far, the company has created that many stories—and books.

The technology required for that degree of customization and print-on-demand capability is significant. “There are tens of thousands of lines of code behind every book we deliver,” co-founder Asi Sharabi tells me on a recent visit to the Lost My Name offices. “Everything we do is on software.” READ MORE: The Picture Book That Parents Worldwide—And Google Ventures—Can’t Put Down | Co.Create | creativity + culture + commerce.