Sainsbury's to sell exclusive Peppa Pig story

Sainsbury’s has partnered with BookTrust, Penguin Random House and Peppa Pig brand owner Entertainment One to commission and exclusively sell children's book Shop With Peppa.

The interactive sticker story book will see Peppa Pig “complete a series of day to day activities” and forms part of a broader alliance for the the Sainsbury’s Children’s Book Awards, in partnership with literacy charity, BookTrust, held in August.

Copies of the book will be sold for £3.99 exclusively through Sainsbury’s stores across the UK from 21st August. A BookTrust spokesperson confirmed that no proceeds will go to the charity but told The Bookseller: "We’re working with Sainsbury's because we are both passionate about getting children reading and the Sainsbury's Book Award and in-store activity is a great way to engage families with reading enjoyment."

Shop with Peppa follows on from BookTrust’s Bath, Book, Bed campaign launched last year by parenting guru Jo Frost. This encouraged families to “put the bedtime story back at the heart of the night time routine”.

The Sainsbury’s Children’s Book Awards aim to encourage parents and carers of young children to read together and will be supported by instore activity to promote children’s reading, with appearances at selected Sainsbury’s stores from the Peppa Pig family. 

“We’re delighted to have commissioned this exclusive book with our partners BookTrust, eOne and Penguin Random House to help to shine a light on how important it is for young children to be reading and enjoying the fun of a story,” Pete Selby, head of books and Music at Sainsbury’s said. He added: “Sainsbury’s is committed to putting the customer at the centre of our story and our book awards will ensure that families have a great choice of children’s books this summer.”

Diana Gerald, c.e.o of BookTrust, added: “The children’s book market is continuing to go from strength to strength and the Sainsbury’s Book Awards, in partnership with BookTrust, are the perfect opportunity to celebrate this. Peppa Pig is a character loved by so many children and we’re certain this entertaining new book detailing Peppa’s adventures at the shops will help to inspire so many families to continue on their reading journey.”

Rebecca Harvey, head of global marketing at Entertainment One Family, said she was “delighted” with the new partnership.