Rubies invites kids to discover their story for World Book Day

Published on: 8th February 2023

As an official partner of World Book Day, Rubies will continue supporting the charity in the run up to the biggest school-aged dress-up occasion of the year.

As the world’s largest designer, manufacturer and producer of fancy-dress costumes and accessories, Rubies has a responsibility to nurture young minds – an ethos synonymous with World Book Day. At the same time, the company aims to raise awareness regarding the creation of a more environmentally-sustainable society through the re-wearing, adaption and donation of its costumes.

The World Book Day charity, meanwhile, changes lives by nurturing a love of books and reading, and encourages children, families and schools to read for enjoyment. A report on the impact of World Book Day by Nielsen Book found that children aged 8 to 11 listed dressing up, new books and reading as some of the elements they liked most about the day. As well as finding dressing up fun, the children surveyed indicated that it also had benefits for their imagination and could even inspire wider reading efforts.

From the anticipation of waiting all year to dress up (and indeed, to see others’ costumes) to feeling encouraged and confident enough to ‘try reading things [they] had never wanted to or tried reading before’, World Book Day gives children the chance to discover and develop as readers. The social aspects of the day play a significant role in its success.

Readers can find out more about the study here.

Representing all of the most beloved licensed characters associated with the huge annual event, including Harry Potter, The Beano, Horrid Henry, Amelia Fang, DC Comics and Marvel, Rubies’ costumes play a key role in bringing to life the magic of reading. By becoming their favourite characters, children can experience the wonder of entering a world of fantasy and are encouraged to explore their boundless imaginations. Rubies will be responsible for representing the charity and its brand as the official licensee across the dress-up industry.

Cassie Chadderton, chief executive, World Book Day, commented: “Dressing up is a popular way to encourage children to enjoy reading, to swap reading recommendations and to celebrate their reading choices. The fun of finding a costume and the excitement of sharing it with friends is all part of the World Book Day experience for many children. Dressing up can make the day feel really special – and lead to more reading for fun, all year round.”

Mike O’Connell, managing director, Rubies, added: “Being the official dress-up partner of World Book Day once again is such an exciting opportunity for us as a business. From the new content we’ve developed to exciting new dress-up and accessories, we can’t wait to spread the joy and celebrate the benefits of reading. Acting as role models to our youngest target audience, children, we endeavour to allow children to become the characters they love from their favourite books.”

World Book Day takes place on 2nd March 2023.


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