Coles' latest collectables campaign features 'pocket-sized' books

Paige Murphy
By Paige Murphy | 27 July 2020
 

Coles' latest collectables campaign for children features pocket-sized books inspired by the award-winning Treehouse book series.

The supermarket has partnered with author Andy Griffiths and illustrator Terry Denton to create 24 Coles Little Treehouse books to collect, based on the characters from the most successful Australian kids’ book series of the past decade.

From Wednesday, July 29, customers will be offered a free Coles Little Treehouse book with every $30 spent in one transaction at Coles supermarkets, Coles Express and Coles Online.

The series includes new 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.

Coles chief marketing officer Lisa Ronson says Coles is thrilled to partner with the author and illustrator duo to create a "world-first" collectable campaign to bring books into the homes of Australians.

“We wanted to find an engaging and sustainable way to bring joy and hours of entertainment to Aussie households," Ronson says.

"Our research found that while 83% of Australian households frequently encourage children to read, only 22% 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.

“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.” 

Treehouse author Andy Griffiths says he and illustrator Terry Denton were proud to partner with Coles to share the Coles Little Treehouse with customers. 

“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,” Griffiths says. 

“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."

From Wednesday, Coles will also be launching its first picture storybook competition encouraging Aussie kids to get creative and develop their own fictional book.

There are great prizes to be won for students and their schools as well as thousands of book donations to schools and remote Indigenous communities through Coles’ partnership with the Indigenous Literacy Foundation ILF.

Every entry into the storybook competition equals one new book donated to a remote Indigenous community.

Each book in the Coles Little Treehouse book series has additional pages of activities and jokes for extra entertainment.

The paper and packaging used to produce the books are FSC responsibly sourced and can be recycled at home like any paper product.

Collector’s Cases will be available for readers wanting to complete their full book series for $5 each as well as copies of the original Treehouse Series from $4 to $8 each at all Coles supermarkets.

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