According to the National Literacy Trust, just 1 in 3 children and young people aged 8 to 18 said that they enjoyed reading in their free time in 2025. A statistic Doncaster Council hopes to change with a new interactive treasure trail in the city centre.
The free AR experience, running until March 15, follows Doncaster’s approval as an official World Book Day® location. Families can register online before visiting a series of interactive stops across the city. Scanning QR codes to unlock digital content, a free book and the chance to win £50 in book vouchers.
World Book Day® is a charity on a mission to help every child enjoy the magic of reading. The hunt supports that goal by making books accessible and interactive.
Councillor James Church said the initiative is designed to combine technology with traditional reading.
He said: “We’ve been approved as a World Book Day location, and we’ve got a trail running through Doncaster until the 15th of March. It’s free for families; you register and explore interactive locations across the city.”
Cllr Church added: “It’s an opportunity to have a ramble through Doncaster, unlock a free book, and even win £50 in book vouchers.”
The Doncaster Council events team paid £500 to take part in the national initiative. The technology powering the trail has been provided by High Street Safari, with QR scans allowing organisers to measure engagement levels. Council officials say the data gathered will help shape future projects in the city centre.
Beyond prizes and footfall, the wider aim is to encourage reading among young people.
Cllr Church said: “Less than a third of children in Yorkshire read a book in their spare time, that’s worrying.
“Maybe children have forgotten what it’s like to pick up a book. This initiative can help encourage that again.”
While organisers hope the trail will help build better reading habits, the long-term impact may take time to assess.
Cllr Church said: “If people enjoy it and it brings people into the city, then why not?”
Doncaster has hosted previous AR trials before, with the latest one being the ‘Walk with the Snowman in Doncaster’, which finished in late January. The goal is to find all 12 interactive elements, each inspired by the snowman from Raymond Briggs’ classic tale.
If you want to take part in the treasure hunt, sign up here.