In 2008-2018, the Polish market of young readers’ books was subject to various fluctuations related to economic determinants, demogra-phy and changing cultural trends or fashions. The dynamics of sales was determined by best-selling fantasy series coming mainly from the Anglo-Saxon literature. Although Harry Potter was not followed by an equally successful novel cycle, the main elements of its marketing strategy have been duplicated and continued. An important reinforce-ment of the message was the screening of a particular plot, and thus its multiplication in various media channels. Fantasy themes often re-ferring to the elements of horror, Gothic novels, and even dystopian thrillers dominated. Generic syncretism and even various formal ex-periments in the spirit of deconstruction have become characteristic of the contemporary youth book market. In contrast, the list of awards of the Polish section of the IBBY stands in opposition to this trend, which promoted, in the overwhelming majority, novels of morals na-ture, addressing difficult and controversial problems of adolescence, interpersonal relationships, otherness, etc. In this context, we can ob-serve a change in the values promoted and a transition from an edu-cative normative system to glorifying freedom and tolerance towards a wide range of behaviors and attitudes.