“Crunch, crunch, crunch, who’s nibbling at my little house?” Many visitors who came to the Pasing Arcaden in September 2019 thought of this well-known sentence from the story of Hansel and Gretel. Because in front of the stylish 4-star shopping centre, passers-by were in for a truly fairytale surprise: Amazon had invited them to a children’s reading day and set up a lifelike witch’s house on the forecourt of the mall in the Bavarian metropolis. It wasn’t just the little ones who were wide-eyed when they saw the quaint, richly decorated shelter.

The online retailer delighted the customers in Munich with a campaign that was better than in a fairy tale. Because brave ones who ventured inside the wooden hut did not have to fear the evil witch from the Grimm’s tale. Instead, they could take a seat in one of the cosy nooks and listen to the hourly readings of classics such as Snow White, the Frog King and of course Hansel and Gretel, but also exciting and beautiful new interpretations.

Fairytale like promotion in a family friendly ambience

Stiftung Lesen (Reading Foundation) initiated the campaign on the occasion of World Children’s Day. The ambassadors wanted to use the unusual event to arouse enthusiasm for books among their audience. But that was not all: to provide little bookworms with enough reading material, Amazon came up with a surprise. Together with the Foundation, the mail-order company brought out the enchanting story collection “Once Upon a Time – New and Classic Fairy Tales”. The stories in it are about beautiful princesses, lovely elves and tiny dwarfs and are made for fabulous reading sessions. All visitors to the Pasinger reading room could enjoy a free copy.