By designing products that ultimately structure meaning in lessons, the industry that produces teaching materials for schools shapes teaching practice and everyday learning situations in schools across geographical borders. The design and development of such learning resources is a professional practice that has hitherto received very little academic attention. This lacuna is addressed in our paper, which presents an analysis of this aspect of educational practice based upon insights gained from ethnographic research. Light is shed upon specific ways of addressing and guiding pupils, teaching staff, and customers, which result from processes of negotiation between representatives of different professions including scientists, teachers, publishers and distributors. These processes ultimately provide classrooms with products that have been shaped by ideas about schooling. It becomes clear that the development of such materials is shaped by multiple perspectives on school education. As an exemplary case study, we describe in detail the process by which such materials make well-known, everyday phenomena abstract or 'alien' so that they can then be recontextualised and presented anew -- as phenomena to be understood with the aid of school-taught knowledge.