LEGO Duplo teams with BookTrust

by TnP Staff
Published: 28 November 2017, 10:14
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Partnership with the kids' reading charity will see 50,000 packs of Duplo

LEGO Duplo has teamed up with BookTrust, the UK’s largest children’s reading charity, to encourage imagination, creativity and help early child development.

The partnership sees LEGO provide BookTrust with 50,000 packs of their Duplo product to be given out alongside Bookstart Treasure.

Bookstart Treasure is BookTrust’s book gifting programme aimed at families with children aged 3-4 years. Each year 680,000 packs are distributed to children through local libraries, nurseries and children’s centres. The packs are filled with engaging books and resources to support families encourage a love of reading in children from an early age. Treasure is part of BookTrust’s flagship programme Bookstart, which celebrates its 25th anniversary this year.  

Aliya Beissova, Senior Brand Manager at LEGO, said: “It was a natural partnership and we recognise this initial trial activity as mutually beneficial for both organisations due to our common goals which include aiding early childhood development, inspiring creativity and stimulating little imaginations.”

The LEGO Duplo product is aimed at children aged 2-4 years old and the packs will contain building blocks used to create animal figures. The dual packs are being distributed now until the end of November 2017 to a limited number of families in the South England as part of a pilot project.

Diana Gerald, BookTrust CEO, said: “There are many benefits of reading for pleasure including the development of children’s creativity and imagination, which is why we are delighted to help support this by offering families an additional resource in their Treasure packs. LEGO does fantastic work helping children play and learn new skills. We hope those families receiving their special Duplo product with their Treasure pack enjoy watching their child having fun and getting creative!”