BRAY, U.K. - eTradeWire -- Launched in 2014 with a bold mission to reignite a love of reading, literacy, and imagination in children at a time when technology and social media increasingly dominate young lives, Once Upon a Bus has been vindicated by the UK Government's National Year of Reading 2026 campaign.

Founders self-funded the entire project after decision-makers dismissed the proposed social enterprise concept as "old-fashioned" and out of touch with modern children's interests – citing preferences for gaming consoles, Hunger Games, and mobile scrolling over traditional storytelling. Undeterred, the team pressed ahead, converting a double-decker bus into a mobile, multisensory storytelling haven hosted by co-founder Arti, delivering immersive, screen-free adventures directly to schools, families, and communities.

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Now, as the government's high-profile National Year of Reading 2026 – launched in partnership with the National Literacy Trust under the banner "Go All In" – highlights the urgent need to reverse declining reading enjoyment and reconnect children with books, Once Upon a Bus stands proven ahead of its time.

"From the beginning, we believed that real stories, told live and shared together, are the antidote to digital overload," said Matt Grey, co-founder of Once Upon a Bus. "While others chased screens, we doubled down on the magic of imagination. The National Year of Reading confirms what we've always known: children crave and thrive on genuine, joyful storytelling. We're proud to have been championing this cause long before it became a national priority."

The project has faced significant hurdles, including the financial burden of ULEZ charges when bringing the bus into London – with no exemptions available for educational initiatives. In the current economic climate, severe pressure on school budgets has forced Once Upon a Bus to substantially reduce its rates to remain accessible to as many children as possible. These reductions, while essential for reaching schools in need, have made it increasingly difficult to fund vital improvements, aesthetic maintenance, and upgrades to the bus itself. To ensure this unique resource can continue to inspire future generations and expand its impact, Once Upon a Bus is actively seeking support from philanthropists, donors, and corporate partners who share our vision for a more imaginative, literate childhood.

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To learn more, visit www.onceuponabus.com

About Once Upon a Bus
Once Upon a Bus is the UK's original mobile double-decker storytelling experience, bringing immersive, multisensory adventures to schools and communities since 2014. Dedicated to combating digital distraction and reviving literacy through joyful, live storytelling, the bus delivers transformative educational and entertainment experiences that inspire children and families alike.