FEEDBACK Despite some controversy in the media this year about whether schools should encourage dressing up for World Book Day, social media was still flooded with little ones dressed as their favourite literary characters, and the annual celebration of the power of reading remained strong, according to suppliers.
INSIDE STORY
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he 27th World Book Day in 2024 was widely celebrated in schools and childcare settings throughout the UK. This year, the charity renewed its strategy and placed an emphasis on partnerships to build momentum FRAN HALES head of portfolio and marketing,Rubies
“With schools looking to steer away from purchased costumes to focus on more themed and DIY outfits, we had some reservations leading into World Book Day. However, due to key campaign beats and sales focuses, we have been encouraged with the results, especially with our licensed properties, including Wizarding World, Wizard of Oz and Willy Wonka. One of our biggest launches for 2024, The World of Walliams, which we are delighted to say, showed strong sales in our first season as the official licensee. “Each year we ensure that focus is on comic book heroes, who are equally as important when it comes to enjoying literature at a young age. We are pleased to once again see a rise in demand for our Spider-Man and Marvel ranges, in particular, Spidey and his Amazing Friends, offering every budding superhero imaginative play all year round. “Due to the economic conditions, consumers have been looking to customise their costumes more in recent years and seek value for money, which is why our Wizarding World Accessory Sets remain top sellers. The Wizarding World Accessory range includes glasses, wands, brooms, and cloaks from characters Harry, Hermione, Luna, and Wizarding houses. We are pleased to have a broad range of products available for everyone at every price point, including accessory sets, deluxe and classic editions and more. “During this period, we have been introducing new licences and developing new products including Warner
and help spread its message of the importance of reading in young lives. Here, key costume suppliers share their experience of sales, demand and the challenges and opportunities faced for this important event in the party industry calendar.
Bros’ Tom and Jerry, Where the Wild Things Are and Ted Lasso, which are available to order today. Always ahead of the curve in retail offering, Rubies is providing more retail solutions for both marketing support, product ranges and POS solutions than ever before, to find out more, contact a member of customer service.”
Inset: Rubies’ Willy Wonka dress up.
20 MARCH/APRIL 2024 PROGRESSIVE PARTY EUROPE
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04/04/2024 16:37