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Supermarkets focus on licences for World Book Day

Supermarkets will be continuing to focus their attentions on licensed collections over the coming weekend as next week’s World Book Day (Thursday 7 March, 2019) approaches.

The event is now a major one in the party and retail calendar, with Sainsbury’s, Tesco and Asda all ramping up their promotion of licensed children’s dress-up lines.

Sainsbury’s Tu is heavily pushing its branded charcater collections online for babies, children and adults. Highlights included The World of David Walliams, The Gruffalo, Harry Potter, Roald Dahl, Where’s Wally?, Beatrix Potter, The Very Hungry Caterpillar and Elmer, while – away from the core literary characters – Disney Princesses and Superheroes also make an appearance.

George at Asda also has a big focus on costumes from the Harry Potter franchise and the world of Roald Dahl, with both featuring heavily on the retailer’s website. Younger members of the family are catered for with costumes such as Winnie the Pooh, Tigger and Paddington among others.

Meanwhile, Tesco is highlighting dress-up for characters including Mary Poppins, Harry Potter, Peter Pan and Tinker Bell, Alice in Wonderland and Willy Wonka.

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