Mills & Boon are Tickled Pink

Mills & Boon are Tickled Pink

This October is Breast Cancer Awareness Month and Mills & Boon are proud to be partnering with ASDA to raise money and awareness for their Breast Cancer campaign, Tickled Pink.

We will be donating 10% of sales of stickered books in ASDA directly to Tickled Pink’s chosen charities Breast Cancer Care and Breast Cancer Now. We’d love you to have a look for the stickered books out in the wild, and share them with us @MillsandBoon using #TickledPink!

The 40p donation will also be boosted by Mills & Boon author collections in 20 different ASDA stores across the UK on Friday 5th – Sunday 7th October. The authors in locations in Scotland, England and Wales will be armed with bespoke Mills & Boon Tickled Pink t-shirts. Be sure to check out our complete list below to see where our authors will be collecting, and head down to show your support!


Keep your eyes peeled throughout October as we’ll be replacing the ampersand in Mills & Boon with the Tickled Pink ribbon in print, online and on social.

Joanna Rose, Marketing Director at Mills & Boon, said: “We know that many of our authors and readers, and their friends and family, have been affected– directly or indirectly –  by Breast Cancer, and we are delighted to be able to raise money and awareness for this important and worthy cause.  Mills & Boon books are written by women for women, and it is fitting that we are working with Asda to help fight a disease that affects so many women every year.”

We’d love everyone to get involved throughout October by taking snaps of our stickered books on shelf in ASDA, sharing our assets on social using #TickledPink and raising money for this great cause!

Team Mills & Boon xx


Full list of participating stores with Mills & Boon tickled Pink collections: 

Store Name Author Store Address Confirmed Visit date Visit Time:
Norwich Kate Hardy DRAYTON HIGH ROAD, NORWICH, NR6 5DT Saturday 6th October 10am-1pm
Bury St Edmunds Pippa Roscoe WESTERN WAY, BURY ST. EDMUNDS, IP33 3SP Sunday 7th October Between 11am-2pm
Bristol Whitchurch Christy McKellan WHITCHURCH DISTRICT CENTRE, BRISTOL, BS14 0ST Sunday 7th October From 11am
Leamington Spa Ellie Darkins SYDENHAM INDUSTRIAL ESTATE, LEAMINGTON, CV31 1YD Saturday 6th October 10am-1pm
Cambridge Heidi Rice BEEHIVE CENTRE, CAMBRIDGE, CB1 3ET Saturday 6th October 1pm-4pm
Leith Bella Frances WESTERN HARBOUR, EDINBURGH, EH6 6QU Saturday 6th October 10am-1pm
Scunthorpe Kate Walker BURRINGHAM ROAD, SCUNTHORPE, DN17 2XF Saturday 6th October 10am-1pm
Brighton Hollingbury Nina Milne 1 CROWHURST ROAD, BRIGHTON, BN1 8AS Saturday 6th October 1pm-4pm
Eastbourne Annie O’Neil PEVENSEY BAY ROAD, EASTBOURNE, BN23 6JH Sunday 7th October 2pm-5pm
Folkestone Chantelle Shaw BOUVERIE SHOPPING CENTRE, FOLKESTONE, CT20 1AU Saturday 6th October 1pm-4pm
Beckton Virginia Heath TOLLGATE ROAD, LONDON, E6 4JP Sunday 7th October 12pm – 3pm
Llandudno Kim Lawrence CONWAY ROAD, LLANDUDNO, LL30 1PJ Sunday 7th October 11am-2pm
Halesowen Janice Preston THE CORNBOW CENTRE, HALESOWEN, B63 4RQ Saturday 6th October 1pm-4pm
Llanelli Murray Street Rachael Thomas MURRAY STREET, LLANELLI, SA15 1BX Friday 5th October 11.30am – 2pm
Carlisle Michelle Styles KINGSTOWN INDUSTRIAL ESTATE, CARLISLE, CA3 0JQ Saturday 6th October 1pm-4pm
Westbrook Annie Burrows WESTBROOK SHOPPING CENTRE, WARRINGTON, WA5 5UQ Saturday 6th October 2pm-3pm
Govan Marguerite Kaye 500 HELEN STREET, GLASGOW, G51 3HR Saturday 6th October 11-1 and 2-4
Shipley Rachael Stewart MANOR LANE, SHIPLEY, BD18 3RY Saturday 6th October 1pm-4pm
Crawley Liz Fielding PEGLAR WAY, CRAWLEY, RH10 1BW Saturday 6th October 10am-1pm
Milton Keynes Michelle Smart BLETCHAM WAY, MILTON KEYNES, MK1 1SA Friday 5th October 11am-1pm