Rubies secures partnership with World Book Day to promote the benefits of reading

Rubies has secured an official partnership with the World Book Day charity and its annual event developed to change lives through a love of books and shared reading.

The new collaboration is founded on Rubies’ own global experience of delivering best-in-class costumes and accessories as a trusted manufacturer of licensed dress-up products. The partnership will work to strengthen World Book Day’s ongoing mission to promote reading for pleasure and offer every child the chance to have a book of their own.

World Book Day is a key date in the diary for the costume industry and the exclusive partnership signifies a huge step forward to ensure that World Book Day’s charitable purpose is represented within the industry, along with their cores aims and messages

 Tracey Devine-Tyley, head of licensing and portfolio EMEA, Rubies, said: “Rubies’ has always been instrumental in bringing world book day to life for children and teachers. Allowing children to relate to characters through dressing up and reading equips them for all obstacles and adversities they may face and we could not be more thrilled to be working with World Book Day on their mission to ensure we are actively encouraging every child and young person to read and also have the opportunity to own a book. 

“This year has been a particularly challenging time for children and parents and this partnership will be instrumental in allowing children to start a new chapter.”

 Cassie Chadderton, chief executive of World Book Day, added: “It’s wonderful that children and families engage with reading creatively, including bringing their favourite book characters to life through dressing up.

“We’re excited to be teaming up with Rubies to bring more of the joy and fun of World Book Day to children, whether they are at home or at school, this year.”

Whether you’re celebrating at home or at school, head to for loads of ways to take part, including events, resource packs, videos, activities and lots of book-filled fun.

Reading for pleasure has been highlighted as ‘the single biggest indicator of a child’s future success’ by researches behind the World Book Day initiative, placing it above factors such as family circumstances, parents’ educational background, or income.

“We want to see more children, particularly those from disadvantaged backgrounds, with a life-long habit of reading for pleasure and the improved life chances this brings them,” said the charity.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

Check Also

TOMY International and Hasbro expand partnership

In the lead-up to the 2022 Las Vegas Licensing Expo, TOMY International has announced that …