Joseph Cundall (22 September 1818 Norwich - 10 January 1895 Wallington, London), was a Victorian English writer under the pseudonym of "Stephen Percy", a pioneer photographer and London publisher of children's books. He provided employment for many of the best artists of the day by using them as illustrators. Joseph was the son of Eliza and Benjamin Cundall, a draper. He trained as a printer in Ipswich, and aged 16 found work in London with Charles Tilt, a bookseller and publisher. He wrote two books for Tilt and succeeded N Hailes in 1841 at the Juvenile Library, 12 Old Bond Street. In 1848 he started a lending library for children called St. George's Reading Library. In 1843 Cundall became publisher of the Home Treasury children's books, a series conceived and edited by Henry Cole under the pseudonym Felix Summerly. Cole, who was later knighted, became the first director of South Kensington Museum which later changed its name to the Victoria and Albert Museum. Because of his association with Henry Cole, his early business ventures were successful, but by 1849 he had gone bankrupt. During the same year he started a partnership with H M Addey and moved his business premises to 21 Old Bond Street. This partnership dissolved in 1852 and Cundall moved to 168 New Bond Street, where his interest in photography started and where he founded