// The Entertainer launches The Big Book Rehoming to support 1 in 11 disadvantaged children who don’t own a book
// The launch coincides with World Book Day, on March 5 and will run until March 14
// The Big Book Rehoming initiative is done in partnership with The Salvation Army
The Entertainer has launched The Big Book Rehoming initiative to aid children from disadvantaged homes who don’t own a book of their own.
The campaign, which coincides with World Book Day today (March 5), will run across all of the toy retailer’s 172 stores until March 14.
The Entertainer is encouraging shoppers to donate their unwanted children’s books so they can be rehomed with underprivileged families.
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It comes as The National Literacy Trust found that children from underprivileged homes who don’t own a book are six times less likely to read at their expected level.
It’s also estimated that one in 11 children don’t own a book of their own.
Research commissioned by The Entertainer found that 20 per cent of families spend less than an hour a week reading with their children and eight per cent spent less than half an hour reading with their children.
When asked to rank the importance of doing activities together as a family, the retailer’s survey indicated that making social media content together – such as creating social posts, Tik Tok and YouTube videos – ranked higher than reading.
“Reading is such an important part of childhood learning and development,” The Entertainer founder Gary Grant said.
“Knowledge and education are fundamental building blocks for life and missing out on having books to read can take away the freedom and imagination reading can inspire.
“We’re proud to be helping to rehome books with children who need them.”
The Big Book Rehoming is done in partnership with The Salvation Army, whereby donated books will help to support the charity and its services.