Retailer partners with BookTrust, Penguin Random House and eOne on initiative.
Sainsbury’s is teaming up with eOne, BookTrust and Penguin Random House for an exclusive Peppa Pig book to be sold in its stores.
The interactive sticker story book, Shop with Peppa, will see the popular preschool character complete a series of day to day activities, reports The Bookseller.
The activity forms part of a broader alliance for the Sainsbury’s Children’s Book Awards, which is held in partnership with literacy charity BookTrust in August.
Pete Selby, head of books and music at Sainsbury’s, commented: “We’re delighted to have commissioned this exclusive book with our partners BookTrust, eOne and Penguin Random House to help to shine a light on how important it is for young children to be reading and enjoying the fun of a story.”
Peppa Pig costume character appearances at selected Sainsbury’s stores will help to back the initiative.
Diana Gerald, ceo of BookTrust, added: “Peppa Pig is a character loved by so many children and we’re certain this entertaining new book detailing Peppa’s adventures at the shops will help to inspire so many families to continue on their reading journey.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter.
