"The Reader"

26 November 2025

60s

Read the room.

Irish books and stationery retailer Eason enters the festive fray with a battle of wills. A girl wants her granddad to read her a story—not from the newspaper, but from an honest-to-goodness book (guess we'll never know what EU ministers were up to). Rather than to try spin an epic yarn about what's on telly later, he caves in and takes her to the advertised bookshop.

That's only half the battle won, however. As grandpa pays for '1000 Stories for Children', he says: "That should get me a bit of peace and quiet over Christmas." Some grandchildren would give up at this stage or throw the tantrum to end all tantrums, but not her—after all, '1000 Stories for Children' becomes '1000 Stories for Grandads' in no time.

It melts the old man's heart at last, and the brand hopes it does the same for viewers. As concerns over literacy and books for pleasure continue to grow, Eason aims to get readers young and old on the same page.

Ireland

Book Retailers