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Family tickles the fancy of investors

Family Assurance is using children&#39s cartoon favourites the Mr Men to promote its tax-free junior bond.

The move follows the society reaching an agreement with entertainment licensing agency, the Copyright Promotions Licensing Group, to use the characters in its promotions.

From April, Mr Tickle and friends will appear on one million creative inserts and 125,000 direct-mail packs to promote the tax-exempt bond, which is aimed at parents looking to save at least £10 a month for their children.

Each customer who takes a junior bond will receive a free set of the Mr Men books, which Family Assurance hopes will be read by parents and their children. It says the move is part of its plan to become the leading provider of children&#39s savings products in the UK.

Head of marketing Miles Bingham says: “Although putting money away for a child should be a high priority for any parent, financial services products can be a dull substitute for a brightly wrapped present from a toy shop. Through our link with the Mr Men, we hope to bring some fun and warmth to the world of financial services.”

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