London Eye partners with World Book Day for the highest party in the sky!


In celebration of World Book Day, taking place on Thursday 2nd March, the London Eye is hosting the UK’s highest reading party – 135m above the London skyline.

Children (3 to 15 years old) who visit the South Bank attraction between the 2nd and the 5th of March dressed in book-themed costumes inspired by their favourite characters can ride for free. Children will also be gifted £1 book tokens to exchange for a free book to support the charity World Book Day®’s mission to encourage more children to read for pleasure.

Whether families are Charles Dickens super fans, Gryffindors at heart, cheeky Tracy Beaker followers, or Julia Donaldson and Axel Scheffler lovers, the offer is perfect for embracing the inner bookworm in all of us while taking in the inspiring view over London.

Imran Tauqir, General Manager at the London Eye, said: “London, and the UK, is famous for its literary exports. So what better way to connect our children to the characters they know and love than celebrating in full fancy dress sailing high above the landscape that has inspired so many magical tales.

“We hope this offer, combining high-flying rides and access to £1 book tokens, will encourage adults and children alike to reconnect with their love of reading and drive discussion of our customers’ favourite book characters. We can’t wait to see the amazing costumes from our guests and to hear about the books they’ll buy with the tokens. We wish a happy World Book Day to everyone!”

To claim a free child ticket for “Eye Love World Book Day” guests must book a World Book Day Promotion adult ticket in advance on the website before their visit between 2nd to 5th March. On the day of the visit, guests must head to the London Eye ticket office 15 minutes before their booked time slot with their adult ticket and child in their book-themed costume. Once at the ticket office, a member of staff will verify that the child is in fancy dress and will issue the free child ticket.

To book tickets please visit