Penguin Random House and The Mirror enjoyed a three-year partnership, offering young readers well over three million
free books in an annual promotion with Ladybird books.
Mirror readers were able to choose from
100 brilliant Ladybird books to put together
a personal collection of up to 25 books
over a three-week offer period, with newspaper vouchers being exchanged via the postal service for books. Featured in the promotion were brands like Peppa Pig, Spot, Peter Rabbit, Topsy and Tim and Harry and the Dinosaurs, as well as traditional fairy tales and early learning titles.
A huge success, the partnership featured heavily in-paper and online, and was TV
and cinema advertised.