Penguin’s Peppa Pig campaign encourages reading in kids

Eight bookstores across Delhi, Mumbai, Kolkata, Chennai andBengaluru are housing books on Peppa Pig, an animated character loved bychildren, throughout the month of June.

Titled “Summer Fun with Peppa”, the campaignstarted by Penguin, not only puts the spotlight Peppa Pig, it also seeks toinculcate a habit of reading among children by telling them stories similar totheir everyday experiences.

   

“Research shows that good literacy levels helpdetermine a child’s learning and attainment throughout life, with a lastingimpact on his social mobility and emotional well-being,” Francesca Dow,head of Penguin’s children’s division in the UK said in a statement.

“Peppa loves to have fun with her friends, so we alwaysinclude those elements in each story, or the adventures that she has with herfamily,” said Shannon Cullen, a publishing director.

“Reading to children can enhance their confidence,communication skills, imagination and vocabulary. It can shape them to becomecritical thinkers and better understand the world around them. Reading can helpestablish a strong value system and an empathetic personality,” saidRohini Vij, founder of education technology company NutSpace Stories.

Dr. Tanushree Singh, a psychology lecturer, stressed thatreading with a child from an early age was important.

“It can change the way parents and children relate toeach other, with the stories taking centre stage. Reading is equivalent tosleeping, eating or any other kind of nourishing habit — the latter tends tothe body while reading nourishes the mind and soul.”

The campaign is running at Bahrisons Booksellers in Saket,Khan Market and Gurugram (Delhi NCR), at Higginbothams on Mount Road and VRMall (Chennai), at Higginbothams on MG Road (Bengaluru), Crossword Kemps Corner(Mumbai) and Starmark in South City Mall (Kolkata).

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