How Tom Fletcher’s The Christmasaurus is enchanting centennials on digital

In the lead up to this highly anticipated holiday season, flurries of festive content are appearing all over the kids’ media landscape. One of the earliest signs of this came from a – perhaps unlikely – combination of snow, dinosaurs, and crumpets, united to form one of the latest holiday-themed kids’ novels: The Christmasaurus by Tom Fletcher.

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Following a spectacular launch back in October, The Christmasaurus, published by Penguin Random House, is performing extremely well with kids in the 7-11 age bracket. It’s currently in the top 10 best-selling kids’ books in the UK – and there are no signs of its popularity waning any time soon.

To coincide with the launch of the book, Penguin Random House was keen to reach out directly to its target audience through interactive and creative digital channels: so naturally, they came to us.

Throughout the last few weeks, Penguin Random House has been releasing a series of exclusive videos on our platform to reach and engage with thousands of new fans. These include a Christmasaurus ‘draw-along’, and footage recorded by Tom Fletcher himself answering kids’ questions about the book. What’s more, the festive ‘VOD POD’ addressed kids directly via a hub on BAFTA-award winning virtual world Bin Weevils, a popular destination on our platform.

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Penguin Random House has also extended the digital conversation with kids into social, through a dedicated Christmasaurus channel on PopJam, our leading safe social content platform used by over a million 7-12 year olds in the UK alone, and a recognised safe alternative to adult social media platforms. Kids can interact with exclusive artwork from the book, answer quiz questions, and get to know the novel’s themes.

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In the last five years, kids have become one of the fastest growing Internet audiences, with over 80% having access to a tablet. Penguin Random House is part of an innovative group of brands and publishers who are using specific kid-safe, data-privacy compliant technologies to reach and engage with their under-13 audiences safely and directly on digital platforms.

To find out more, get in touch! In the meantime, we’re off to start decking the halls…

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