Supermarket chain Coles has rolled out a new collectables range for kids that feature pocket-sized books, inspired by the Treehouse book series.
The grocery giant partnered with author Andy Griffiths and illustrator Terry Denton to write 24 Coles Little Treehouse books.
From July 29 shoppers will receive a free Coles Little Treehouse book for every $30 spent in its supermarkets, Coles Express stores and at Coles Online. The company believes it will entice children to continue reading and take them on a journey with titles such as Jill’s Little Big Book of Animals, Madam Know-it-all’s Believe-it-or-not Book, Vegetable Patty and Elephant on a Bicycle.
“We wanted to find an engaging and sustainable way to bring joy and hours of entertainment to Aussie households. Our research found that while 83 per cent of Australian households frequently encourage children to read, only 22 per cent frequently purchased books for kids to read. As a supermarket we know we can reach millions of our customers every week with these fantastic little books to read and enjoy with their kids,” said Coles chief marketing officer Lisa Ronson.
“We all remember the excitement that Little Shop created for customers of all ages and we really wanted to create that same level of excitement for reading – because we know that enjoying books on a regular basis leads to improved literacy skills, better educational outcomes and happier children. The original Treehouse book series means so much to Aussie kids that it was an easy choice when looking for stories that would capture the imagination,” she said.
“We have always been committed to creating books that capture the hearts, minds and funny bones of children in order to foster a life-long love of reading,” said Griffiths.
“This partnership with Coles means children across the country will be able to collect a miniature library of books aimed specifically at encouraging them to read. It’s an unprecedented literacy initiative and we’re delighted to be working with Coles to deliver such a significant and tangible benefit to the kids of Australia.”
On Wednesday, the supermarket will open a picture storybook competition for kids to get creative and create a fictional book. Prizes await the students and their schools who are joining the competition. Coles will donate books to indigenous communities at the supermarket giant partners with the Indigenous Literacy Foundation (ILF). For every storybook entered in the competition, one book will be donated to a remote Indigenous community.
Coles Collector’s Cases will be available for $5 each and the original Treehouse Series will be sold for $4 to $8 each.
Coles said the $30 spend excludes the purchase of Coles Insurance products, eBay, iTunes cards, gift cards, mobile phones and plans, recharge, Opal top up, calling cards, liquor, tobacco and tobacco-related product purchases, AdBlue, Trailer Hire and Lottery cards.