BookTrust teams up with LEGO to give families free DUPLO

Published on: 23 November 2017 Author: Catriona Wightman

BookTrust has teamed up with LEGO to give 50,000 families in the South East free DUPLO.

The partnership aims to encourage children's imagination and creativity and help with early development, and a number of families have now received packs of building blocks as part of a pilot project.

The DUPLO blocks - which can be used to make animal figures - are being distributed with Bookstart Treasure packs, part of BookTrust's flagship programme Bookstart, which is celebrating its 25th anniversary this year.

Bookstart Treasure gives packs of books and resources to children aged 3-4 across the country and currently features the Jarvis book Alan's Big Scary Teeth.

One of the parents who received DUPLO with their Bookstart Treasure pack praised the scheme, saying: 'My son loves books and will add to his collection. We do bath, book, bed every night and this is what we did with the new book.

'Luke built a fish from the DUPLO which joined him in the bath.'

The partnership has also been popular with pre-school teachers, according to librarian Emma Fisher from South Gloucestershire Libraries.

'Working with pre-school teachers they were very impressed and thought how well the LEGO DUPLO went with the story Alan's Big Scary Teeth,' she said. 'We are planning on doing an activity with the children during their class visit to the library next week using the story and LEGO to explore different feelings.'

BookTrust's CEO Diana Gerald said: 'There are many benefits of reading for pleasure including the development of children's creativity and imagination, which is why we are delighted to help support this by offering families an additional resource in their Treasure packs. LEGO does fantastic work helping children play and learn new skills.

'We hope those families receiving their special DUPLO product with their Treasure pack enjoy watching their child having fun and getting creative!'

Meanwhile, Lego's senior brand manager Aliya Beissova said the company was "thrilled" to be working with BookTrust.

'It was a natural partnership and we recognise this initial trial activity as mutually beneficial for both organisations due to our common goals which include aiding early childhood development, inspiring creativity and stimulating little imaginations.'

Read the full press release