The new initiative began this week to coincide with World Book Day, with an exclusive giveaway to support the Rubies costume.
The campaign is offering 250 fans the chance to receive a free copy of a specially created comic-style book entitled Horrid Henry’s Vile Vacation, when they purchase a Horrid Henry dress-up costume through one of Rubies’ official retail partners. The offer is supported on both companies’ social media channels.
The new book is based on the TV episode of the same name, written by Novel Entertainment’s co-founder and creative director, Lucinda Whiteley, and follows Henry on the trip of a lifetime even though it isn’t quite what he was expecting.
As part of Novel Entertainment’s long-term partnership with Rubies, the Horrid Henry range includes a costume in children’s sizes and a Bag of Tricks featuring essentials for every budding prankster and Horrid Henry fan.
Novel’s Lucinda Whiteley, commented: “As a long standing and valued partner of Horrid Henry, it’s fantastic to be teaming up with Rubies on this campaign to support the launch of our first ever comic-style book alongside the latest brilliant costume.
“At Novel Entertainment, we’re committed to highlighting the joy of reading among Horrid Henry’s strong and growing fan base and this is just the start of our plans in this space. We can’t wait to see children have the chance to dress-up and immerse themselves in the world of Horrid Henry’s Vile Vacation.”
Mike O’Connell, managing director of Rubies UK, added: “This is a fantastic opportunity to promote the power of reading to children. With our exclusive offer, we know this will not only be a way to generate unprecedented interest in our Horrid Henry costumes and the new story, Bile Vacation, but to also inspire children to read, which provides untold and limitless benefits.
“We are proud of our robust relationship with Novel Entertainment and Horrid Henry, which is showcased through the unique opportunities we have to collaborate with them.”
