Having gone live before the end of September, the campaign delivers Tree Fu Tom books and toys to the core audience of children aged 3-5 years old.
Each nursery has been asked to hold a Tree Fu Tom day with book readings, movement activities and colouring sheets based on the pre-school character, plus take-home merchandise information for parents. Each nursery also has prizes to give out to children. It is expected the reach of the campaign will be around 10,000-12,000.
Kirsty MacKenzie, brand manager at GP Flair, said: “We are delighted to be able to take our Tree Fu Tom collection into nurseries. Tree Fu Tom is all about the magic of movement and discovery and our activity pack is designed to enhance the child’s experience of this.”
Laura Mason, marketing manager of colour publishing at Random House, added: “We have for some time wanted to work directly with nurseries and in teaming with Flair we have been able to create a rewarding and positive experience for the children, while at the same time letting them discover the delights of reading through our Tree Fu Tom book series.”
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