Toy market news

Rubies teams with author Laura Ellen Anderson for Amelia Fang marketing campaign

An official partner of World Book Day, Rubies is celebrating the release of its officially licensed Amelia Fang costume with the launch of a marketing campaign with a difference. Content will be posted on both Rubies UK and Amelia Fang author Laura Ellen Anderson’s social channels, a dual approach that will see the costumes reach an unprecedented number of consumers.

The marketing strategy is designed to increase awareness of the newest licence in the Rubies portfolio in time for World Book Day on 3 March, when the costume is projected to be one of the most successful ones of the year.

Rubies has already kicked off the campaign with a virtual ‘Ask Amelia’s Author’ event where fans of Laura Ellen Anderson and Amelia Fang can ask any questions they might have about Amelia Fang or about reading, writing or illustrating, which will then be answered by Laura herself in a video recording, broadcasting to all fans across social media.

The marketing campaign will continue to grow in the run-up to World Book Day, giving followers and readers the unique opportunity to ‘Become Amelia Fang’ for World Book Day. To promote the costumes coming into stock and being available to order, Rubies and Laura Ellen Anderson will be cross-promoting a giveaway on their social channels, offering one lucky winner the chance to win not just an Amelia Fang costume but also an exclusive signed original illustration from the creator of the series.

On World Book Day itself, Rubies and Laura Ellen Anderson will be launching the last of the marketing initiatives, calculated to raise awareness of Amelia Fang as an outstanding book series to read. This year marks World Book Day’s 25th anniversary, and the competition goes hand-in-hand with the charity’s mission to promote child literacy and all of its benefits, and celebrates the impact over two decades of World Book Day has had on children. By posting a picture of yourself or your child dressed up in Rubies’ officially licensed Amelia Fang costume and tagging the Rubies UK official Instagram page, you can win a series of signed Amelia Fang books, published by Farshore.