Lego teams up with BookTrust

BookTrust has joined forces with Lego to allocate 50,000 Duplo packs as part of the reading charity’s book gifting programme in a pilot in the South of England.

The packs from the global toy manufacturer will be sent out alongside the Bookstart Treasure, a scheme aimed at families with children aged from three to four years old. Around 680,000 packs are distributed through local libraries, nurseries and children’s centres to encourage young people to read.

The Duplo product will contain building blocks used to create animal figures and is aimed at children aged between two and four. The packs are being distributed to a limited number of families in the South of England as part of a pilot project.

Diana Gerald, BookTrust c.e.o, 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.”

Aliya Beissova, Lego’s senior brand manager, 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 Treasure project is part of BookTrust’s flagship programme Bookstart, which celebrates its 25th anniversary this year.