The Tom Gates kids’ book series taps back to school market with Sainsbury’s campaign

Published on: 11th August 2021

The first range of products based on the popular Tom Gates children’s books, and The Brilliant World of Tom Gates TV series are landing in store at Sainsbury’s and Argos this month, with a back-to-school promotion supported by a month-long POS campaign and a national competition.

Developed by The Point.1888, the retail promotion will form part of the UK licensing agent’s wider brand programme to encourage kids to get creative through doodling, music, and crafting. A total of 275 Sainsbury’s stores across the UK – as well as online across Sainsbury’s and Argos – will be selling the exclusive back-to-school range, which includes gel pens, backpacks, doodle books, lunchbags, sipper bottles, and more.

The line will be tied together with a range of the popular Tom Gates books, while the launch will also be supported by a ‘summer doodle’ competition in Sainsbury’s stores run by Tom Gates Entertainment with a range of prizes including an exclusive doodle by creator Liz Pichon.

A writer and illustrator, Pichon has produced 19 award-winning, multi-million-copy-bestselling Tom Gates books to date. Translated into 45 languages, the stories are written to be warm and funny, full of family, friends and treats, and ‘bursting with creativity and music.’

The books are published by Scholastic in the UK and have won over 25 awards and sold more than 11m copies worldwide.  The 19th book in the series, Random Acts of Fun is published in October.

Meanwhile, the TV series, The Brilliant World of Tom Gates (produced by TG Entertainment) launched first on Sky Kids in the UK and Ireland and is now being enthusiastically received by Tom Gates fans around the globe. A range of Tom Gates licensed products have launched in the UK in summer 2021 and roll out internationally in 2022.

Tessa Moore, head of marketing at Tom Gates Entertainment, said: “The Tom Gates brand is warm and funny, bursting with creativity, and much loved by families across the globe. We are excited to launch this exclusive new range with Sainsbury’s supported by a fantastic competition encouraging children to get creative in their summer holidays and win some special prizes.”

Janine Richmond, head of product and brand at The Point.1888, said: “School has been disrupted over the last two years and we hope this new Tom Gates range will help young fans across the country get excited about being back and having fun in the classroom.”


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