Born in Blackheath, London, on December 16, 1939, Rosemary Sandberg was educated at King’s College London and began her career in advertising before transitioning to publishing.

In 1967, she joined Puffin as Kaye Webb's assistant, where she played a crucial role in establishing the Puffin Post book club during a resurgence in children's literature.

The Puffin Post aimed to connect young readers with authors through engaging stories, articles, and reviews, quickly attracting 20,000 members within just two months of its launch.

Her position required adaptability and creativity, as she navigated the unpredictable demands of Webb in a chaotic work environment.

Sandberg's selection of authors was guided by her instinct and a profound understanding of children's reading habits, shaped by her experiences as a mother.

She organized events and sourced prizes for Puffin Post members, including a memorable trip to see puffins on Lundy Island, despite challenging conditions.

After her time at Puffin, Sandberg founded the popular paperback imprints Lions and Picture Lions, where she published beloved titles such as 'Dogger' and 'The Tiger Who Came to Tea.'

In 1991, she established her own literary agency, representing several prominent children's authors and illustrators, further solidifying her impact on the industry.

Her connections with literary figures flourished through Webb's social circle, enhancing her experience and influence in the publishing world.

When Puffin Post was revived in 2008, Sandberg expressed skepticism about its authenticity, underscoring her belief in the importance of genuine literature for children.

Rosemary Sandberg, a notable children's book publisher, passed away on April 2, 2025, at the age of 85, leaving behind her husband Robin and their two daughters, Mary and Alice.