The new campaign will see LEGO provide BookTrust with 50,000 packs of their Duplo product to be given out to families in south England.
Toy manufacturer LEGO Duplo has teamed up with BookTrust, the UK's largest reading charity to encourage imagination, creativity and early child development through the Bookstart Treasure programme.
Bookstart Treasure is BookTrust’s book gifting programme aimed at families with children aged 3-4 years. Each year 680,000 packs are distributed to children through local libraries, nurseries and children’s centres.
The packs are filled with engaging books and resources to support families encourage a love of reading in children from an early age. Treasure is part of BookTrust’s flagship programme Bookstart, which celebrates its 25th anniversary this year.
“There are many benefits of reading for pleasure including the development of children’s creativity and imagination, which is why we are delighted to help support this by offering families an additional resource in their Treasure packs," said Diana Gerald, BookTrust CEO.
"LEGO does fantastic work helping children play and learn new skills. We hope those families receiving their special DUPLO product with their Treasure pack enjoy watching their child having fun and getting creative!”