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Industry News

Published on December 12th, 2017 | by The GC Team


Belling creates children’s book to support Sensicare laundry collection

Belling has released a children’s book illustrated by award-winning children’s author Steve Smallman as part of an integrated marketing and retailer support campaign for its Sensicare laundry collection.

The publication was created after Belling commissioned research which showed that 72% of parents had experienced tears and tantrums from their children when it was time for their favourite soft toy to be washed.

A fifth of parents said they wouldn’t dare wash their child’s favourite toy, blanket or comfort item and one in five admitted to forking out for spare matching toys to ensure calm when it’s time for teddy to go in the wash. A further 65% of parents said they had resorted to waiting until their little ones were sound asleep before putting toys in the wash.

‘Teddy Goes For A Swim’ is aimed at helping children get over the upset of being parted from their toys when it’s time for them to go into the washing machine by demonstrating that if it’s okay for Billy the Bear to be washed, it’s going to be okay for other toys too.

The book and a cuddly Billy the Bear teddy are being used as part of an integrated marketing campaign to promote the Sensicare collection alongside the soft launch of a retailer support campaign which will initially see a small number of Belling Home Laundry Centres offering customers who purchase a laundry product a limited-edition book and cuddly bear in a branded bag.

The book is also being distributed free to 500 teachers at schools across the UK and is available as a free download from the Belling website and from iBooks.

Jane Rylands, Head of Marketing Communications at Belling, said: “We know that for parents and carers, washing toys can be a stressful experience that they could really do without. We heard so many tales of woe when we undertook our research that we wanted to create something really useful for grown-ups and kids alike.

“We’ve created this beautiful children’s story for parents and kids to read together which hopefully shows that it’s okay to be parted with toys whilst they go for a quick swim in the washing machine.”

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