For many people, Christmas is a time of reunion: shared emotions, familiar rituals, moments spent with loved ones. But for others, the season can heighten a very different feeling — that of loneliness not by choice, felt more sharply during the holidays
That is where Truman comes in.
Truman is Casa del Libro’s much-loved dragon bookseller. He finds comfort, understanding and companionship among books and bookshops — a place where he feels at home. Through him, the century-old bookselling chain shares a simple message with those looking for refuge this Christmas: at Casa del Libro, there is a place that always waits for you.
The star of Christmas
After becoming the undisputed star of Casa del Libro’s Christmas campaign in 2024, Truman, the cute green book loving dragon returns this season as more than just a beloved character.
This year, he comes back as a fully-fledged, expert bookseller. Ready to recommend, guide and inspire readers of all ages, Truman makes finding the right book easy. Whether in one of Casa del Libro’s 73 bookshops, on casadellibro.com or via WhatsApp, he becomes the go-to companion for choosing the perfect book to give or to keep.
Through this transmedia campaign, Casa del Libro continues to build on its Christmas message, There is a place that always waits for you, expanding Truman’s universe and deepening the sense of belonging that resonated so strongly with readers last year.
Truman no longer just inspires. He listens, advises and chats, sharing reading ideas and festive plans such as storytelling sessions, author signings, presentations and book clubs.
Also in bookshops
One of the campaign’s most distinctive elements lives inside the bookshops themselves. In Casa del Libro’s most iconic locations , Gran Vía, 29 in Madrid and Passeig de Gràcia, 17 in Barcelona, visitors will find a bespoke installation shaped like a classic telephone booth. From there, they can speak directly to Truman and receive personalised book recommendations.
It is a unique experience designed to capture the magic of walking into a bookshop and finding exactly the book you didn’t yet know you needed, brought to life in a new and playful way.
Truman is also available online at casadellibro.com, where readers can interact with him through a new web recommendation tool.
In this way, Casa del Libro brings together the warmth of the in-store experience with the ease of digital discovery, helping readers navigate its extensive catalogue and choose with confidence.
The campaign’s narrative world once again centres on bookshops: spaces where authors and readers meet through signings, workshops, talks, reading clubs and countless shared moments. Across the 39 Spanish cities where Casa del Libro is present, its shops continue to act as living cultural spaces, open, welcoming and deeply connected to the joy of reading beyond the page.
An idea from APPLE TREE
Created by APPLE TREE, the campaign reinforces Casa del Libro’s commitment to Truman as a character who embodies the brand’s values.
“Truman is here to stay. Last Christmas, many readers saw him as a metaphor for what it feels like to step into Casa del Libro at this time of year: a warm place, where you feel part of something,” says Blanca Asuero Resusta, Marketing Director at Casa del Libro.
“This year, we wanted to respond to what our readers asked for. Truman remains part of our universe, with even greater presence. We explored who he was before arriving in our world, and how, now fully at home within Casa del Libro,he returns as a natural, approachable influencer, who continues to accompany readers during one of the most special times of the year.”
With 73 bookshops across Spain and a community of more than four million members, Casa del Libro continues to strengthen its commitment to a reading experience that is close, emotional and personal.
Truman becomes the symbol of that promise: a literary companion who grows, learns, and accompanies each reader, especially at this time of year.
The campaign can now be seen at casadellibro.com, on Casa del Libro’s digital channels (YouTube, TikTok, META, and X), as well as physically in bookstores throughout Spain.
