Sainsbury’s joins forces with reading charity BookTrust to celebrate books and stories

Published on: 22 August 2017

Retail giant Sainsbury's has teamed up with BookTrust, the UK's largest children's reading charity, publishing house Penguin Random House and Peppa Pig brand owner, Entertainment One (eOne), to highlight the importance of children's reading.

The partnership sees all four collaborate to publish Shop with Peppa. This fun interactive sticker story book follows on from BookTrust's successful Bath, Book, Bed campaign which encourages families to put the bedtime story back at the heart of the night time routine.

In the exclusive title, children are invited to help their favourite piggy complete a series of day to day activities, from going to the supermarket, to getting ready for bed. Copies will be available exclusively from Sainsbury's stores across the UK from Monday 21 August.

The new alliance is part of a broader piece surrounding the Sainsbury's Children's Book Awards, in partnership with BookTrust. Judged by a panel of industry experts, the awards celebrate the best in class children's books, encouraging parents and carers of young children to spend time together reading and experience the joy that stories bring.

Held in August, the awards will be supported by instore activity to promote children's reading, with special appearances at selected Sainsbury's stores from the popular Peppa Pig family.

Pete Selby, Head of Books and Music at Sainsbury's said: 'We're delighted to have commissioned this exclusive book with our partners BookTrust, eOne and Penguin Random House to help to shine a light on how important it is for young children to be reading and enjoying the fun of a story. Sainsbury's is committed to putting the customer at the centre of our story and our book awards will ensure that families have a great choice of children's books this summer!'

Diana Gerald, CEO of BookTrust said: 'The children's book market is continuing to go from strength to strength and the Sainsbury's Book Awards, in partnership with BookTrust, are the perfect opportunity to celebrate this. Children's books are fun, engaging and a wonderful resource for knowledge.

'Peppa Pig is a character loved by so many children and we're certain this entertaining new book detailing Peppa's adventures at the shops will help to inspire so many families to continue on their reading journey.'

Rebecca Harvey, Head of Global Marketing at Entertainment One Family commented, 'We're delighted that the new Shop with Peppa book will make the weekly supermarket shop a fun and engaging experience. We're also proud to be included in a partnership that harnesses the popularity of Peppa Pig to bring families together through a shared love of books.'

Leanne Gill, Publisher, Brands and Media at Penguin Random House Children's said: 'We're very happy to be partnering with Sainsbury's and BookTrust to promote the importance of bedtime reading. Peppa and her family's everyday adventures connect with young children everywhere and this sticker story book reinforces the fun of helping with the shopping and including stories as part of the bedtime routine.'

Shop With Peppa is available to buy now for £3.99, exclusively in Sainsbury's stores.

Download the press release