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BookTrust builds brand with LEGO

The UK’s largest children’s reading charity, BookTrust, has teamed up with LEGO to encourage children’s imagination, creativity and development.

The partnership will see BookTrust handing out 50,000 packs of LEGO DUPLO as part of the already-successful BookStart Treasure programme, the book gifting programme aimed at families with children aged 3-4 years. Each year more than 680,000 packs filled with book and other resources are distributed to children through local libraries, nurseries and children’s centres.

The LEGO DUPLO product is aimed at children aged 2-4 years old and will contain animal-themed building blocks. The dual packs are being distributed to a limited number of families as part of a pilot project.

“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,” said Diana Gerald, BookTrust ceo.

“LEGO is thrilled to be working with the BookTrust,” said Aliya Beissova, senior brand manager at Lego. “This trial activity is mutually beneficial for both organisations due to our common goals which include aiding early childhood development, inspiring creativity and stimulating little imaginations.”

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