Children’s author and illustrator David McKee has been revealed as the designer of this year’s BAMB Children’s Bag which will mark Elmer’s 30th birthday.

Revealed at The London Book Fair today, where David McKee is also Illustrator of the Fair, the Children’s Bag features McKee’s iconic Elmer the Patchwork Elephant, and will be available exclusively in bookshops up and down the country from Bookshop Day on Saturday 5th October (#bookshopday).

David McKee joins a number of high-profile authors and illustrators whose characters have appeared on the Children’s Bag for the annual BAMB campaign – including Judith Kerr, Philip Pullman, Axel Scheffler, and Lauren Child.

David McKee said: "I think what’s great about Elmer is it’s not so much about individuality, it’s more about accepting who you are, realising who you are, and celebrating it. I hope bookshops around the country can use that message and celebrate Bookshop Day and all the individuality in bookshops!”

Books Are My Bag’s Emma Bradshaw commented: “We are absolutely delighted that David has given his support to booksellers and the Books are My Bag campaign. This beautiful design, marking 30 years of children’s favourite Elmer the Elephant, will be loved by booksellers and their young customers.”

Now in its seventh year, the Books Are My Bag campaign showcases and celebrates the vital role of high street bookshops. Since it’s inception, more than a million people have worn a Books Are My Bag canvas bag in support of the campaign.