Will Sainsbury's Mog the Cat be this year's John Lewis Penguin?

Sainsbury's exclusive Mog the Cat book has already topped the UK best sellers list and the companion plush toy is already seeing sell out success.
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Star of Sainsbury’s 2015 Christmas advert Mog the Cat could be the next John Lewis Penguin of 2014, as the children’s book hits number one in the UK and toys reportedly reach sell out success.

Created specially by author Judith Kerr for Sainsbury’s Christmas campaign, the Mog the Cat title is already topping both the children’s and adults bestseller charts, less than a week after its release.

A reported 39 copies of the book are being sold every minute.

Developed in partnership with HarperCollins Children’s Books, the title tells the tale of Mog’s Christmas Calamity, with all proceeds of the £3 book and companion plush toy – priced at £10 – going to the Save the Children’s Literacy campaign, Read on, Get on.

Ann-Janine Murtagh, executive publisher at HarperCollins Children’s Books has said that “Mog Mania has gripped the nation.”

She added: “It’s fantastic to see Mog’s Christmas Calamity take the number one spot as the biggest selling book in the UK. It is a testament to the magic of Judith Kerr’s storytelling and the enchanting film that has been produced.”

Meanwhile, various reports indicate that the companion Mog the Cat plush toy has been as equally as popular with Sainsbury’s calling the line ‘particularly popular.’

The Warrington Guardian details that already two local stores have been ‘inundated with calls as parents try to track down the cuddly cat Mog.’

Priced at £10 in Sainsbury’s stores, eBay bids have so far reached up to £30 on the UK online market place.

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