WORLD BOOK DAY 2021
Keeping The Story Alive One of the biggest seasons in the UK’s fancy dress calendar, World Book Day sees nurseries and schools encouraging children to dress up as their favourite book characters for the day. With the latest UK lockdown now in place until at least 8 March, PPE finds out why the latest Covid restrictions don’t mean the fun has to stop. Far Left and Middle: New licensed lines from Smiffys include classic childrens’ story characters Mog and The Tiger Who Came to Tea. Left: One of the newest David Walliams characters, Bad Dad – from Smiffys.
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hen the UK’s third lockdown was first implemented at the beginning of January, party and costume businesses resigned themselves to the fact that there wouldn’t be much going on for a few weeks; but it was ok, just as long as the schools were back for World Book Day. Fast-forward a few weeks and it quickly became clear that this year’s World Book Day is the latest significant party season that is going to be more than just a little bit different. The organisers have announced that it will be going ahead on Thursday 4 March, regardless of the current pandemic restrictions which will see schools remaining closed for most children then. “Book Day is a key season for us every year and although it may look
slightly different in 2021 – as most things have for the past year – we believe there will still be a strong demand for children’s costumes throughout,” says Smiffys’ licensing and marketing manager, Sharon Poulter. “With most children currently being home-schooled, dress-up is a great way to help younger kids engage in imaginative play. Bringing characters to life is good for children’s development and imagination all year round, as well as World Book Day.” She continues: “As well as educational purposes, fancy dress is fun! With all our time spent at home these days it can be hard to keep the kids entertained. Why not encourage your customers to take part in Fancy Dress Friday and get the kids into a costume every week?” Smiffys new releases for 2021 include some exciting licences that are ideal for World Book Day and everyday play. The ever-popular Julia Donaldson character The Gruffalo comes to life with a new deluxe kids costume, while the range of classic storybook characters continues to expand with new Mog the Forgetful Cat and The Tiger Who Came to Tea costumes. Smiffys’ collection of David Walliams costumes is also increasing this year, Left: The latest Charlie and the Chocolate Factory-inspired lines from Amscan include this Charlie Bucket and even the Golden Ticket itself!
with the addition of a new Bad Dad costume, while two new children’s costumes are being added to the popular Barbie range for 2021; Dreamhouse Adventures and Deluxe Princess Adventures Barbie. “With non-essential shops still closed for now in the UK, we know this will be a difficult time for trading,” adds Sharon. “We predict strong online sales however, and we will remain open to our trade customers throughout to fulfil orders and support them where we can.” Left: Amscan’s Gingerbread Man is perfect for both classic fairytales and Christmas celebrations.
World Book Day 2021 Taking place on Thursday 4 March, this year’s World Book Day will be a little different, although schools, nurseries, parents and carers are still expected to make the most of the occasion wherever possible. There are also a number of £1 books available for this year’s event which lend themselves to dressing up. They include: ■ T here’s a Wolf in Your Book, Tom Fletcher ■ W hat the Ladybird Heard, Julia Donaldson ■ G igantosaurus, Jonny Duddle ■ F ootball School, Alexander Bellos and Ben Lyttleton JANUARY/FEBRUARY 2021 PROGRESSIVE PARTY EUROPE
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12/02/2021 13:11