Moz The Monster: John Lewis launches ad-themed toy, mug, pyjamas and slippers to cash in on Christmas hype

The Christmas advert is by far John Lewis’ highest profile campaign of the year, attracting vast attention on social media and pitting it against fellow retailers for creativity, emotional appeal and charm

John Lewis has launched a slew of products off the back of its Christmas advert, hoping to cash in on the campaign which has surged in recent years to become the UK’s most hotly anticipated on the high street.

Moz The Monster, who features in this year’s commercial as the imaginary friend of seven-year old Joe, goes on sale on Friday – to coincide with the launch – as a cuddly toy, at £20 apiece.

The high street retailer will also sell a picture book, telling the tale of the advert, at £8.99, a mug, at £5, two different set of pyjamas and a pair of slippers featuring the creature at £20 and between £14 and £16 respectively. Some of the proceeds of the products will be donated to Barnardo’s children’s charity.

The Christmas advert is by far John Lewis’ highest profile campaign of the year, attracting vast attention on social media and pitting it against fellow retailers for creativity, emotional appeal and charm.

The group reportedly spends around £7m on the whole campaign, though a spokesperson for the company declined to confirm that figure.

According to the Advertising Association, seasonal advertising spend is expected to reach a record high of £6bn during the final quarter of this year, marking a 37 per cent increase on the 2010 level and a fresh all-time high.

Recent research by the association also showed that nearly half of Brits admit to having been moved to tears by Christmas adverts that they’ve either seen or heard.

“Christmas is a key time for advertisers large and small,” said Karen Fraser, director at advertising think tank Credos.

“Businesses delivering advertising with emotional resonance can be rewarded with powerful, long-term effects into the new year and beyond,” she added.

The survey of over 1,000 adults, also showed that a third of Brits say that they are as excited about the launch of Christmas advert as they are about a film release. And one in six said that they had in the past changed plans to watch the premiere of their favourite Christmas advert.

The association found that John Lewis’ 2016 offering, which featured Buster the Boxer, John Lewis’ 2016 offering – became the most shared advert of all time when it was released in November last year.

This year’s advert is due to debut on Channel 4 at around at 9:30pm on Friday evening. Around the same time it will also be broadcast on all Sky’s own channels.