New initiative, Every Child Deserves to Dream has officially launched with a donation of 100,000 costumes – worth over £1 million – to children across the UK ahead of World Book Day on 6 March.
Founded by philanthropist and media executive Joel Weinshanker, the initiative has a mission to ensure every child has the opportunity to imagine, create and thrive.
The 100,000 costume donation is critical as the UK’s ongoing economic challenges are significantly impacting families’ ability to nurture their children’s creativity. A UNICEF UK report found that 71% of families say their budget is stretched to the limit, with 56% cutting back on playgroups and half reducing spend on books, toys and crafts.
To make an immediate impact for as many children as possible while laying the foundation for a long-term movement, Every Child Deserves to Dream has partnered with Rubies and Smiffys in the All Dressed Up campaign, donating 100,000 costumes for World Book Day.
Costumes will be distributed to eligible schools, in partnership with Parentkind, for the beloved literary celebration, allowing children from all backgrounds to fully participate in this nationwide event.
“It’s difficult to imagine a parent having to choose between feeding their child and nurturing their imagination. Yet for many families, that is the reality,” commented Joel Weinshanker, founder of Every Child Deserves to Dream. “We believe no child should miss out on opportunities to dream, explore and express themselves. With the launch of Every Child Deserves to Dream, we are committed to helping more children build confidence, ignite their imagination and bring their favourite characters to life, starting this week with World Book Day.”
Dress-up, or imaginative play, has long been associated with reading enjoyment. World Book Day charity research found that two thirds (72%) of children at early years foundation stage and primary school said that dressing up helps reading be more fun, making costumes a vital resource to help children discover the joy of books.
Following World Book Day, the Every Child Deserves to Dream initiative will continue to create programmes and partnerships that provide children with access to creative tools and immersive play experiences.
