The new marketing initiative has been designed to optimise every second of sun and fun over the coming months, featuring new online content and competitions for all ages.

This summer, Rubies is inviting consumers to make up for lost time with friends and family by celebrating belated birthday parties, stag or hen-dos, Pride and more. With the hashtag #everyexcusetoparty, the British public can also welcome back holidays with Rubies’ staycation and festival-ready costumes, or engage little ones with Rubies brand-new online summer camp, Camp Kindness.

With an eye firmly on making the most of summer, Rubies’ new releases feature officially licensed costumes from a wide range of new properties, suitable for all age ranges. From the deadly assassins of Marvel’s Black Widow cinematic release to the iconic Space Jam: A New Legacy kit, Rubies offers something to excite everyone.

Mike O’Connell, Rubies COO, commented: “We can’t wait to launch our new Hello Summer campaign this July. It’s understandably a very exciting time in people’s lives right now, as the world opens up again and people start to celebrate with those closest to them. Rubies is synonymous with unforgettable party experiences and, as an industry leader, we act as a positive role model to the kids and adults that wear our costumes. Kindness, friendship and togetherness are imperative to our company values and ethos, and we want to encourage these amongst our consumers with the introduction of our virtual summer camp.”

Rubiesworld.com will be the home of Camp Kindness, the company’s innovative new virtual summer camp. This new website will focus on celebrating everyday acts of kindness; consumers can enter a competition by submitting acts of kindness or good deeds they have witnessed and voting for their favourite. The winner will be announced on the 22nd August and will receive the Ultimate Party Bundle from Rubies, allowing them to throw an incredible character-themed party for all their friends.

Rubies adds that at the heart of the campaign is a desire to have fun and celebrate with loved ones, something it recognises is ‘fundamental to enjoying the summer’.