Tomy is offering UK grandparents the chance to become ambassadors for the firm, offering a year’s supply of toys to the three sets of grandparents selected.
In partnership with the national charity Grandparents Plus, the campaign looks to recognise and celebrate the important role that grandparents play in the lives of children today.
The toy firm’s initiative follows recent research revealing that 63 per cent of grandparents in the UK provide essential childcare, with one in five providing at least ten hours a week.
The competition to become a grandparent ambassador is currently running online at www.grandparentsplus.org.uk until August 11th.
Winners will be announced in September to coincide with Grandparents Day.
"Grandparents form an important part of the family group and are increasingly involved in childcare on a regular basis," said Joanne Gray, marketing director at Tomy.
"At Tomy we go the extra mile to develop toys that keep kids engaged and entertained, we believe grandparents can provide some useful insights into how children play and what makes a really good toy."