Best sellers, bedtime stories and festive gifts for family and friends aren’t the only things on the minds of the tens of thousands of shoppers who have descended on Dubai Studio City’s Sound Stage during the first week of the 11-day Big Bad Wolf Book Sale.

UAE residents, tourists and bookworms from across the Gulf and beyond have been shopping round the clock for their favourite titles at 50-80 percent discounts. Forward-thinking shoppers have also been stocking up on presents for the upcoming holiday season before the sale ends at 11.59pm on Sunday, 28 October.

However, the UAE’s bookworms haven’t just been purchasing books to satisfy their thirst for reading, they’ve been snapping up titles to be distributed to underprivileged children, through its corporate social responsibility (CSR) initiative, Red Readerhood Programme.

The Big Bad Wolf Book Sale, through its Red Readerhood Programme, has committed to donate 500 books to their partners, Emirates Red Crescent and Averda, respectively. The sale also encourages its shoppers to support the cause and donate as they prefer at the Red Readerhood corner, located after the checkout counters of the sale. During the first few days of the sale’s Dubai debut, the programme has collected more than 1,000 books, with philanthropic book lovers praising the event organisers.

“The Red Readerhood programme is a key initiative for us in every market we visit. We are always amazed to see the generosity of our customers and want to thank them for giving children of every background a chance to read,” said Mohamed Al Aidaroos, Managing Partner, Ink Readable Books, organisers of Big Bad Wolf Book Sale Dubai.

“Our mantra is to make books affordable and accessible to all communities and this includes unprivileged children across the world. Some children have never held a book and it is our mission to make books accessible to them to assist their learning and development. We’ve been working closely with our partners Emirates Red Crescent and Averda, to provide books for children between the ages of 5 and 12 in Africa,” continued Al Aidaroos.

The Red Readerhood programme encourages shoppers to give back to communities in need. Over the years, the Big Bad Wolf Book sale has donated books and helped furnish libraries in the Philippines, Sri Lanka, Thailand, Indonesia, and Taiwan.

“We are appreciative of the donation made so far by visitors to the Big Bad Wolf Book Sale Dubai. The need for books and educational resources for children from low-income families has never been greater. Books are a powerful tool and we look forward to sharing them with deserving programmes worldwide,” said Andrew Yap, the Founder of Big Bad Wolf Books.

Open 24 hours a day, the sale features three million brand-new English-language books. The book sale has recently just restocked their tables and there are many new titles available. Customers who’ve visited the sale are encourage to swing by for another round of hunting as there are many new books added to the sale. To those that haven’t visited the Big Bad Wolf Sale Dubai 2018, there are a few days left before the sale ends.

While the vast majority of the sale’s three million books are English-language, event partner Mohammed bin Rashid Knowledge Foundation (MBRF), has contributed a number of Arabic books and publications through its publishing arm, Qindeel Printing, Publishing and Distribution.

Social Platforms

Fans can stay up to date on the latest Big Bad Wolf Book Sale Dubai news, giveaways and more via dedicated social media pages:

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