TG Entertainment is teaming up with Asda and Scholastic – the publisher of Tom Gates – for a special collaboration in the run up to World Book Day (2 March).
The campaign – which was brokered by The Point.1888 – introduces a colourful range of Tom Gates-branded daywear, nightwear and accessories from licensing partners Poetic Brands, Aykroyds and Roy Lowe supported by two weeks of related promotional activity and support.
Asda stores will run a multi-brand WBD promotion, including a range of the bestselling and multi award winning Tom Gates books by author/illustrator Liz Pichon.
The new apparel – which features products with special colour-in hand tags to reflect the creativity of the brand – will be available in a dedicated aisle end promotion in 100 stores, and also online. The launch will be supported by a major promotional push including a UK-wide tiered influencer campaign and social media blast targeting 600K+ impressions.
There will also be coverage and a competition on popular parenting site UKMUMs.TV, as well as support from Asda’s in-house publications and the Tom Gates social channels.
“2023 has opened brilliantly for Tom Gates with a major award win, and a number of ‘epic’ collaborations to share Tom’s creativity and imagination with his very engaged young fans who are always looking for new opportunities to connect with the brand, in addition to enjoying the books and the TV series,” commented Liz Keynes, commercial director at TG Entertainment. “And what better way to enjoy World Book Day then curled up with a Tom Gates book in your Tom Gates pyjamas?”
Hannah Redler, director of retail and sport at The Point.1888, continued: “We are ecstatic to join in on the celebration of World Book Day with this incredible selection of Tom Gates products. We’ve seen an amazing surge in popularity for the brand over recent years – kids everywhere are taking up creative writing and drawing like never before. And things look set to get even bigger now that all our promotional events have been planned out.
“As always, it has been an absolute pleasure collaborating with our colleagues at Tom Gates Entertainment, Poetic Brands, Aykroyds and Roy Lowe.”
A combination of 2D and stop-motion animation, The Brilliant World of Tom Gates TV series is based on the multi million copy bestselling Tom Gates books. Two series and a Halloween special are available to stream on Sky Kids and Now, while Tom Gates is part of the line-up on the new Sky Kids linear channel which launched this month.
The latest series recently won the Best Mixed Media Award for Kids Programming at the prestigious Kidscreen Awards held in Miami.
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