PZ Cussons’ Carex partners with The Gruffalo to encourage hand washing among children

11 March 2024 | Corporate

  • Carex hand soap bottle featuring Gruffalo branding stocked in 4,000 stores
  • Comes as new research reveals more than 60% of parents must remind their children at least three times a day to wash their hands
  • PZ Cussons responding to desire from parents to make handwashing more fun

London, 11 March 2024 – PZ Cussons’ antibacterial hand wash brand, Carex, has partnered with Magic Light Pictures, the license owner of the much-loved picture book The Gruffalo, to help combat the spread of germs amongst children.

The launch of The Gruffalo Deep Dark Forest Fruits hand wash comes as new research commissioned by PZ Cussons finds that almost half of UK parents (42%) think making handwashing more fun will encourage children to improve their hand hygiene.

In the survey of 151 parents, conducted by Toluna, more than 60% of parents also said they remind their children at least three times a day to wash their hands.

The hand wash uses artwork from the popular children’s book on its packaging, featuring a bright purple colour, a nod to the iconic ‘purple prickles’ from the Gruffalo’s back. The fragrance is also inspired by the story – a distinctive ‘deep dark forest fruits’. Stocked in 4,000 stores across the UK, including the major multiple retailers including Tesco, Sainsbury’s and Boots, it’s available in both 250ML and 500ML sizes.

To mark the launch, PZ Cussons plans to work with another Gruffalo partner, Forestry England, to raise awareness of and educate parents and children on the importance of hand washing through their various Gruffalo themed trails. PZ Cussons also plans to launch an influencer engagement programme to drive engagement via social media.

This partnership supports Carex’s ongoing commitment to increasing awareness of the importance of hand hygiene in the UK. Carex has been the UK’s number one antibacterial hand-wash for over 30 years and has washed approximately 30 million hands in the last year.

Read the full release here