Following research from the National Literacy Trust that revealed 78 per cent of children in the UK don’t read at home, the Mr Men brand has embarked on a mission to put more than 10,000 books in the hands of youngsters.
A Mr Men Bookmobile will be travelling across the UK to give away the book haul and encourage more reading opportunities for children of all backgrounds. Currently, only six in ten children say they enjoy the act of reading.
The Mr Men brand aims to change this with appearances of its Bookmobile across London, Peterborough, Manchester, Nottingham and Bradford from August 28th to September 1st, ahead of the back-to-school period.
The five-day tour has been organised by Mr Men Little Miss and the UK’s leading kids’ vitamins brand Haliborange. Vitamins will be given away with the 10,000 books in what aims to support children’s reading and cognitive development.
Celebrity Rochelle Humes will attend the London event as well as a 3D life-size Mr Strong and AR technology to bring the meet and greet to life in new ways.
“Due to the disappointing statistics and research that less children are reading at home, Mr Men Little Miss were keen to act on this,” said Hannah Rowlands, marketing and digital manager.
“We are very excited to hit the road on our bookmobile tour with the aim of promoting the importance of children’s reading and cannot wait to hand out over 10,000 free Mr MEn Little Miss books to excited children and parents alike.”