Promotion is running for third consecutive year from May 15 to June 11.
Parragon has today kicked off this year’s Disney Book Week – with the month-long promotion returning for the third consecutive year.
The initiative – which runs until June 11 – is hosted by Parragon and Disney and is designed to promote the ‘magic of family story time’. The emphasis of the campaign is to foster a shared love of reading between parents and children, encouraging them to read together.
To celebrate Disney Book Week, parents and children can relive their favourite Disney moments in the form of the Disney Movie Collection books, published by Parragon.
There are over 20 books in the series, with the storybook movie tie-ins coming in a deluxe large-size hardback format.
There are eight feature titles in this year’s promotion including: Beauty and the Beast, The Jungle Book, Finding Dory, Tangled, Cinderella, Frozen Northern Lights, The Lion King and Cars.
A full 360 marketing support campaign has been developed to support Disney Book Week. This includes TV advertising across the Disney network, digital support from both Disney and Parragon along with a comprehensive social media campaign.
The promotion will come to life at key retailers during this time through in-store and online placement.
Duncan Hamilton, director of licensing EMEA at Parragon, said: “Last year’s campaign garnered such a positive response from both retailers and consumers that we are delighted to be continuing with Disney Book Week which is now in its third year.
“The campaign centres around encouraging families to read together and it’s great that we have been able to leverage the Disney Movie Collection range as the focus for this popular promotion.”
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