Kids snacking brand Bear Nibbles and Puffin Books have agreed a partnership, aiming to introduce children into the world of reading.
Bear and Puffin’s Big Book Club is launching this month. The club’s online hub will include a new Book of the Month every month with specially released content from Puffin that includes free excerpts of childhood classics and new releases from favourite authors.
Downloadable activity sheets and games to fuel learning will accompany each book and corresponding letter of the alphabet.
The partnership is around Bear’s Alphabites cereal range – which claims to be the only children’s cereal in the UK with no refined sugar or salt, shaped in alphabet letters.
The Big Book Club will feature prominently on packs of Bear Alphabites, highlighting the partnership and adding stand-out on shelf in a busy breakfast aisle. Each box of Bear Alphabites will also contain a set of free limited edition collectible magnets which relate to a letter of the alphabet and characters featured on the Big Book Club website.
Emma Howgego, marketing director at Bear Nibbles, said: “To be working with a brand that is as loved and respected as Puffin is such a privilege. Over the years they’ve made reading more engaging and accessible to millions of children across the world. As a brand we’ve always set out to make healthy choices a little bit easier for parents, and together with Puffin we hope to make this really important stage in a child’s development great fun – while also providing a genuinely healthy breakfast to support along the way.”
Hannah Sidorjak, senior marketing manager from Penguin Random House Children’s, said: “We’re excited to be partnering with Bear on this Big Book Club to offer families a world of stories to explore together. With a range of books for new and older readers we hope to get children excited about reading and introduce some new favourite characters alongside some well-loved ones too.”