Mr. Men Star in St. Patrick’s Day Tale

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Mr. Men take on a Leprechaun in a Humourous St. Patrick’s Day Tournament of Mischief
– Over 60% of parents and 50% of children say that funny books are the most enjoyable –

The Mr. Men and Little Miss characters are celebrating St. Patrick’s Day with their own special style of silliness in Mr. Mischief and the Leprechaun – a seasonal story full of the usual muddle and mayhem that the Mr. Men and Little Misses bring to every occasion. The book is available now for £2.99.
In a charming retelling of a traditional tale, Mr. Mischief, who is known for playing tricks on everyone, wakes up one morning to find a Leprechaun sitting at his kitchen table! When the two professional mischief makers decide to join forces in a spot of trouble making the rest of the Mr. Men and Little Misses are in for some surprises!

Mr. Men was the fifth most popular children’s book brand in 2014, selling over 2 million pounds worth of books and in a recent poll of 1,000 parents and their children commissioned by Egmont Publishing, over 60% of parents said that funny books and/or humorous stories that make them and their children laugh are the stories they most enjoy reading, and over 50% of children said that if a book is funny they would be more likely to want to read it. Familiarity with characters also has a big impact on children’s reading choices. 46% of children surveyed said that if a book features characters they already know and like, they are more likely to want to read that story.

A desire for funny books and characters that parents and children know and love make the Mr. Men stories steadfast family favourites with over 70% of parents surveyed saying that they have read Mr. Men books to their children and 65% also said that they read Mr. Men books when they were younger.

Sarah Bates, Publishing Director, Egmont Publishing commented: “It’s brilliant to learn from parents and children that laughter and favourite characters are still big motivators for them to share a book together. Humour is an integral part of the Mr. Men and Little Miss charm and it is key to them remaining a favourite for families for over 40 years. It’s great to think that the tradition of sharing a story and a chuckle with iconic characters such as Mr. Tickle or Little Miss Sunshine is now being shared with the next generation of Mr. Men fans.

Egmont’s survey also revealed that 58% of parents with children aged 0 to 5 read with their children every day. The benefits of reading with children are also clearly highlighted with over 70% of all parents saying that they believe reading with their children regularly makes them more imaginative and over 50% also believing that reading improves their child’s concentration at school and helps them sleep better.

Egmont’s study to help understand the changing nature of children’s reading for pleasure in the context of family life, Reading Street™ also confirmed this and at the end of last year, Egmont Publishing launched a practical guide-book for parents, full of advice, ideas and information for parents to help children find pleasure and fun in reading. Help Your Child Love Reading is available now for £9.99.

Alison David, Consumer Insight Director, Egmont Publishing and author of Help Your Child Love Reading says: “Reading for pleasure really matters and characterbooks can be very motivating for children who are learning to read. The association of reading with learning and academic success has never been in question, but there’s less knowledge about the many other benefits reading for pleasure has for children and parents. Reading is a powerful way to teach children empathy and it is a precious and memorable bonding time for parents to have with their children, made all the more special when it is filled with laughter.

Egmont Publishing worked with Censuswide to survey 1,000 parents with children aged 15 or under.

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