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up as either Harry or Hermione. I also stock witches hats for Hallowe’en, so I’ll hold extra stock over for World Book Day.” Holly Oldham revealed that most of the retailers Rubie’s works with are already planning events. She said: “Argos for example is planning a specifi c fl yer. Others will have a section at front of store where they will place certain outfi ts and will also have a banner on their site online. Some of our customers will be looking at promoting online and also to increase their offering.” Holly offered the following advice for promoting

World Book Day in-store: “Toy retailers can hang up banners, set up points of sales in windows or in front of aisles, utilise branded displays featuring WBD- specifi c merchandise like Rubie’s costumes, and place leafl ets and fl yers at the cashiers to remind people of the upcoming event.” Rubie’s also offers POS materials and a TV advert which the company is launching, as well as a website and micro sites which direct consumers to retailers stocking its items. Amscan offers header card POS ideas and display

merchandising suggestions, and Lisa suggested using complimentary eye-catching products such as balloons as a method of attracting customers to particular sections of your store. She also recommended the use of fairytale images, putting costumes next to books and DVDs where possible in-store, and promoting costumes and scripts together by offering a discount.

David Wain

emphasised the value in promoting events like World Book Day front and centre in-store: “It’s important to make it visible to passing shoppers by featuring window displays; if retailers don’t advertise it, then they won’t know it’s there. Retailers can also take advantage of Smiffy’s fantastic brand new Where’s Wally? point of sale kit.” A selection of the products on offer for World Book Day 2014 can be found below and over the page, and you can also fi nd some extra tips and ideas in this month’s Talking Shop (page 21).


World Book Day is a registered charity whose fi nancing comes mainly from publishers, National Book Tokens, literacy partnerships and other supporters, as well as participating booksellers who fund the cost of Book Token redemption. If you have any questions, ideas or anything

to share, please get in touch with the World Book Day organisers here:

Web: Email: Phone: 01634 729 810 See also:

For international information on World Book Day, please visit



01491 826 500 | Making reading fun and approachable is Rubie’s main goal when designing costumes for World Book Day. Rubie’s offers a variety of characters, both licensed and non-licensed. Rubie’s is launching several new lines

for World Book Day 2014, introducing the value for money Tudor boy and girl, Viking costumes complete with fur applications and head piece, and Greek God costumes for boys and girls with sash and gold leaf wreath. Additional evergreen WBD costumes that Rubie’s stocks are Harry Potter, The Very Hungry Caterpillar and Horrid Henry. A variety of Disney Princesses costumes are available, ranging from tutu dresses through to glitter dresses with tiara. For comic book fans, Rubie’s stocks costumes featuring Batman and Superman, Marvel heroes such as Spider-Man, Iron Man, The Incredible Hulk, Captain America and, new for this Autumn, Thor: The Dark World. The new Victorian line includes a Victorian maid with apron and hat, a Victorian Urchin with thee-quarter-length trousers and hat, and the Victorian Pickpocket; an authentic costume complete with top with mock shirt and vest, three-quarter-length trousers and top hat. Introduced in the freshly-launched 2013 additions catalogue are the new Doc McStuffi ns, complete with polka-dotted leggings, top with attached lab coat and headband, and Sofi a costumes. Also new for this Autumn are the Elsa and Anna costumes for the Frozen movie launching this December. Both costumes are available in classic and deluxe price points.

54 Toyworld

0800 590 599 | The Smiffy’s collection of kids’ fancy dress costumes, which draws inspiration from many forms, including novels and short stories, is ideal for children who want to emulate their idols and transform into storybook characters that are full of fun and adventure on World Book Day. Big brand offi cially licensed costumes are growing with popularity, and with Smiffy’s, kids can choose to be characters from properties such as Where’s Wally?, Dennis the Menace and Moshi Monsters. Smiffy’s Moshi Monsters collection sees characters come to life, with the popular Poppet costume for girls consisting of a tutu dress, headband and bag, and the boys’ favourite, Zommer, complete with a top, glove and mask. Also available is the Moshi Monsters Diavlo costume, with tutu dress, wings, headband and bag, and Katsuma with tutu dress, headband and bag. Smiffy’s Dennis the Menace costume takes inspiration from the classic comic book story, Dennis the Menace and Gnasher, which comes with a top, shorts and mask, while the Where’s Wally? Wally and Wenda costumes are ideal for kids trying to get ‘lost in the crowd’. The Where’s Wally? boys’ costume includes a top, trousers, glasses and hat, and the Where’s Wally? Wenda girls’ costume comes complete with a hat, top, glasses, skirt and tights.

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