Rubies announces official partnership with World Book Day

Published on: 23rd February 2021

The exclusive partnership will ensure that the charitable purpose, core aims and messages of World Book Day are perfectly represented.

Rubies is delighted to announce an official partnership with the charity. World Book Day changes lives through a love of books and shared reading. Its mission is to promote reading for pleasure, offering every child and young person the opportunity to have a book of their own. The new collaboration with Rubies is founded on the company’s global experience of delivering best in class costumes and accessories as a trusted manufacturer of licensed dress up products.

Taking place this year on March 4th, the day is a key date in the diary for the costume industry and the exclusive partnership signifies a huge step forward, to ensure that the event’s charitable purpose is represented within the industry, aligned with its cores aims and messages.

Tracey Devine-Tyley, head of Licensing and Portfolio EMEA, Rubies, commented: “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 many of the obstacles and adversities they may face. We could not be more thrilled to be working with World Book Day on its 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.”

Changing lives through a love of books and shared reading, the charity’s mission is to promote reading for pleasure, offering every child and young person the opportunity to have a book of their own. It believes that reading for pleasure is the single biggest indicator of a child’s future success – more than their family circumstances, their parents’ educational background or their income – and hopes 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.

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.“

For more on World Book Day, whether at home or at school, the website has a host of information how the charitable mission will continue during lockdown, with ideas on how to take part, including events, resource packs, videos, activities and book-filled fun.



The July issue of Toy World is out now

BTHA presents Golden Teddy Award to Tim Hall

Gabe Hicks appointed senior game designer at Steamforged Games

B&M sees group revenue drop 2.2% in first quarter

Smart Toys and Games releases limited edition version of Jump In

McDonald’s UK to launch Paddington Happy Meals

Beano to celebrate 85 years with new consumer products

Former US Toys ‘R’ Us executives set to face trial over 2017 bankruptcy proceedings

Richard Dickson to deliver BLE opening keynote on Barbie

Playtime PR undergoes management restructure