Morrisons is to introduce a new kids activity station at its Netherfield store to keep children entertained throughout the summer.
The ‘Kids Corner’ initiative in collaboration with National Literacy Trust, looks to boost literacy for children and includes a book swap, games and puzzles.
The idea builds on the supermarket giant’s Little Libraries, which was launched in 2021 in partnership with Canterbury-based children’s author Rebecca Smith.
All of Morrisons 397 cafés nationwide will feature the stations, which will host activity sheets and games, with free colouring crayons available.
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The book swap scheme aims to keep reading skills sharp during the summer holidays, as according to research conducted by National Literacy Trust, due to the rising cost of living, 20% of parents are buying fewer books for their children, increasing to 36.1% of those who are struggling financially as a result of the crisis.
To fund the scheme, the Morrisons Foundation, which supports charities and looks to make a positive difference in local communities, has donated £100,000.
Morrisons corporate affairs manager for community and Morrisons Foundation Joseph Clark-Bland said: “We understand the importance of keeping children entertained and nourished during the summer holidays.
“By offering a fun way to hone their literacy skills alongside the National Literacy Trust, plus, free meals in our Cafés, we aim to support families and make every visit to Morrisons enjoyable and memorable.”
National Literacy Trust head of local areas Jason Vit added: When children have access to books and enjoy reading, it can boost their confidence and wellbeing and help them do better at school.
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“But our research shows that too many children are missing out on these benefits because they don’t have books at home or at school. The Kids Activity Stations in Morrisons cafés will help more children and families unlock the magic of books this summer.”
It comes as the grocer has introduced a range of child-friendly initiatives in recent months, including child-friendly checkouts and child-sized trolleys.
