Initially called "movables," the first pop-up books actually predate most print texts. They first appeared in the 14th century, when a Catalan mystic began using revolving disks to illustrate his philosophical theories. Pop-up books were not created for young audiences until the early 19th century, when lift-the-flap techniques were introduced in children's books. It wasn't until 1929 that readers were introduced to pop-ups as we know them today. Published by Louis Giraud and Theodore Brown, the Daily Express Children's Annual No. 1 was the first in a series of pop-up books that featured illustrations that leaped off the page, starting one of the longest-lasting literary gimmicks in history.
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