As official partner for World Book Day, Rubies will continue to support the charity in the lead-up to the 2023 event on 2 March.
Rubies understands its responsibility to nurture young minds, something which is synonymous with World Book Day. Along with this, the company is raising awareness around creating a more environmentally sustainable society through the re-wearing, adaptation and donation of its costumes. Rubies hopes to lead by example and make an impression of sharing and sustainability on children.
One of World Book Day’s six tips for encouraging reading for pleasure, is the fun of reading, which can be implemented through dressing up as their favourite characters.
A report on the impact of World Book Day by Nielsen Book found that children aged eight to 11 included dressing up, new books and reading as the things they liked most about the day.
Rubies’ portfolio offers a wide range of licensed characters including Harry Potter, The Beano, Horrid Henry, Amelia Fang, DC Comics, Marvel, and more. By becoming these characters, children can enter the world of stories and are encouraged to explore their imaginations. Rubies will be responsible for representing the charity and its brand as the official licensee across the dress-up industry.
Cassie Chadderton, chief executive of World Book Day, commented: “Dressing up is a popular way to encourage children to enjoy reading, to swap reading recommendations and to celebrate their reading choices.
“The fun of finding a costume and the excitement of sharing it with friends is all part of the World Book Day experience for many children. Dressing up can make the day feel really special – and lead to more reading for fun, all year round.”
Mike O’Connell, managing director, Rubies, added: “Being the official dress-up partners of World Book Day again is such an exciting opportunity for us as a business. From the new content we’ve developed to exciting new dress-up and accessories, we can’t wait to spread the joy and celebrate the benefits of reading.
“As a business, our objectives include championing creativity and reading for pleasure in little ones, which marries perfectly with what World Book Day do. Acting as role models to our youngest target audience, children, we endeavour to allow children to become the characters they love from their favourite books.”
