Growing up sitting at the peanut-free table, Riya Jain always felt her food allergies were misunderstood by classmates. When she was in seventh grade, Jain decided she wanted to change that, and in the process help other children with unique health conditions transition from feeling misunderstood to feeling empowered. To make it happen, she launched The Land of Can.
The Land of Can is a series of illustrated books encouraging young readers to embrace a can-do mindset. Each book transports readers to the magical Land of Can, where students in Mrs. Can’s classroom explore different health topics and how to approach them with a positive attitude rather than a sense of isolation or limitation.
“The books are incredibly exciting and creative as they’re not just made by doctors trying to shove a bunch of information into a book, they’re made by kids like me who know what is exciting and what is boring,” Jain said.
Jain, now an undergraduate student at Duke University, co-authors the books with JJ Vulopas, an alumna of The Wharton School at the University of Pennsylvania. When preparing to write each book, Jain and Vulopas consult with a team of doctors and experts that specialize in the health matter that will be explored in that given book.
Setting their books apart
The Land of Can’s blending of medical expertise with stories that appeal to children is what sets the books apart from others, according to Jain.
“The Land of Can is something that has never been done before,” Jain said. “Yes, there are books on medical topics, but there’s nothing made by kids who actually have the health condition, vetted by the best medical experts in the country, and specifically designed for not just kids looking to learn what the condition is but [for empowering] those with it.”
Combining health information with children’s stories also allows The Land of Can to sit at an intersection of multiple industries including the children’s book market, social-emotional learning and pediatric health education.
Jain sells the books direct-to-consumer via The Land of Can’s website and Amazon, as well as directly to public and private schools, pediatrician offices and hospitals.
Schools can also choose to engage in an educational partnership with The Land of Can, in which they receive posters, a guided curriculum and videos building on the content of the physical books. The educational packages also highlight the Words of Can, 14 words that empower children to see what they are capable of, such as leadership and resilience.
The Land of Can has educational partnerships with more than 500 schools and school systems throughout the United States, including in Chicago Public Schools and The School District of Philadelphia.
Looking ahead: games, shows and a Land of Can app
Although The Land of Can initially started with just one book inspired by Jain’s own experience with food allergies, the series now features 11 books on a range of public health topics including asthma, coronavirus and nutrition. The series has sold over 25,000 books across the United States.
In April, The Land of Can won the Frank Borchardt Undergraduate Prize at the 2025 Duke Startup Showcase. The award honors the best undergraduate venture and provides The Land of Can with a $30,000 grant to further develop the startup. That further development will involve the introduction of digital products.
“This is a big turning point for us, and we’re looking to really invest that money in the gamification of The Land of Can,” Jain said.
Utilizing the Borchardt Prize, Jain hopes to develop a range of multimedia products to expand The Land of Can’s reach, including a television show and a game app.
“The technology route could be very beneficial in expanding our audience and making things more accessible as kids are constantly on their iPads and phones and watching TV,” Jain said.
The Land of Can is currently seeking game developers and television producers to help achieve their next goals. Jain plans to collaborate with other Duke University students and utilize artificial intelligence to help develop the coding for a forthcoming app.
QUICK BITS
Startup: The Land of Can
Founder: Riya Jain
Founded: 2020
Team size: 15+
Location: Chicago & Durham
Website: www.thelandofcan.com
Funding: Currently raising
The next two books in The Land of Can series will launch soon and discuss ADHD and eczema. Jain and Vulopas are always looking to expand and write more books, and strive to cover topics that are highly requested by fans of the series.
Those interested in The Land of Can’s existing books are invited to visit the site and are encouraged to stay tuned for more updates concerning digital expansion in the near future.
