A study conducted by Redshift Research has revealed that one in five children between the ages of one and 13 have never had an eye test, this despite the fact that eye tests are free to children on the NHS. The report was carried out in anticipation of a Gruffalo eyewear launch from Specsavers and Magic Light Pictures.

"We are delighted to be partnering with Specsavers on this great and unique project," says Daryl Shute, brand director at Magic Light Pictures. “It is very important to us, with the Gruffalo range of books, to support children's literacy skills, which, as the Specsavers study shows, can be positively impacted from an early age with regular eye examinations and ensuring the appropriate measures are taken when required. Engaging with the book inspires so many young children and supports creativity and imagination, which are key values for the Gruffalo brand. We're really pleased to be introducing a fun new range of reading frames which we’re confident young children will enjoy wearing."

Popular children’s book, The Gruffalo, is celebrating its 15th anniversary this year. The Gruffalo-decorated frames are intended to encourage children to wear glasses and prevent future eyesight problems. Healthy eyesight is also linked to better reading ability and this in turn has its own benefits.

Lisa Rootes, head of partnerships at the National Literacy Trust says, "Reading books opens up a whole new world for children. It’s fun and is shown to support their education, which means they can go on to reach their full potential. The correct eyewear is a vital tool for some children to be able to read and the new Gruffalo eyewear range is a fantastic way to capture children’s interest in wearing glasses if necessary."

The Gruffalo range for children, is available in stores from Wednesday 16 April and will be included in the kid’s two free pairs promotion which launched at the start of the month.