The Shoppa Squad keeps growing: from Northampton to worldwide
Northampton’s very own robot heroes are rolling back into the spotlight as The Shoppa Squad continues its remarkable rise from a local idea to a nationally celebrated children’s STEM brand. What began in 2025 as a colourful, imaginative response to the Starship Technology delivery robots trundling around town has now grown into one of the UK’s most original children’s book series and it’s still gathering pace.
Created by Northampton resident William Deegan, The Shoppa Squad was inspired by the wide‑eyed excitement of his grandchildren, who loved spotting the robots on their streets, posing for photos with them and wondering what adventures they might be having on their journeys. That spark of curiosity became the world’s first illustrated children’s series about a brilliant team of autonomous delivery robots, characters who are kind, curious, helpful and always ready for a challenge.
Since the Chronicle first covered their launch, the Squad’s success has accelerated. Series One found enthusiastic readers across Northampton, but the momentum didn’t stop there. Series Two and Three, will expand the universe with new characters, bigger adventures and even more community‑focused missions. Teachers, librarians and parents have embraced the books as a fun, friendly way to introduce children to robotics, teamwork and early STEM learning. The stories are now being used in classrooms, reading groups and robot‑themed activity days, helping children build confidence and familiarity with the technology that is increasingly part of everyday life.
Publishers and educators have praised the originality of the concept, calling the series “marvellously conceived, brilliantly implemented and perfectly suited for young readers.” That recognition has helped the Northampton‑born brand grow beyond the town, attracting attention from families nationwide and from companies exploring how to make robotics more community‑friendly.
And now, The Shoppa Squad is expanding far beyond the page. Inspired by the growing fanbase and by children’s natural desire to hold, colour, collect and play with the characters they love the brand is developing a range of new products, including colouring books, activity packs, plushies, and character toys. These additions aim to bring the Squad’s world to life in new, tactile ways, helping children build even stronger connections with the friendly robots they meet in the stories and on Northampton’s pavements.
But The Shoppa Squad’s mission goes deeper than storytelling and merchandise. As Northampton continues to be a hotspot for robot deliveries, the Squad’s stories and toys offer a bridge between real‑world robotics and child‑friendly adventure, making autonomy feel less intimidating and far more fun.
The series also carries a strong social message. A percentage of every book sale is donated to Crisis UK, inspired by the Squad’s motto: “We can’t deliver to every home until everyone has a home.” It’s a line that has resonated deeply with readers and has become a defining part of the brand’s heart.
Today, The Shoppa Squad stands as one of Northampton’s most imaginative success stories, a homegrown idea that has rolled far beyond its starting point. The robots that inspired it are still navigating the town’s pavements, and thanks to William’s stories, thousands of children now imagine the adventures they might be having along the way. With new books, new products and new partnerships on the horizon, the Squad’s world continues to grow, its readership continues to rise, and its mission, inspiring the next generation of robot‑ready thinkers, is only just beginning.
Our adventures are available from numerous online booksellers including Amazon, Barnes & Noble, TG Jones, Waterstones and Walmart, to name a few.