Sanrio has partnered with toy retail giant, Toys R Us to launch a new money-raising initiative for the Children with Cancer UK charity.
Under the new campaign, popular characters from the world of Mr Men and Little Miss will now appear on special Toys R Us tote bags. The bags will be sold across 88 Toys R Us stores around the UK.
Children with Cancer UK will receive 50p for every tote bag sold throughout September, coinciding with Childhood Cancer Awareness Month.
Children with Cancer UK and Toys R Us have been working in partnership since 2012, raising over £300,000 to fund new research into childhood cancer.
It was in 2016 that the charity teamed with Mr Men and Little Miss to develop a host of fundraising initiatives, including school challenges to developing a show garden for Hampton Court Flower Show next year.
Jayne Falconer, major relationships manager at Children with Cancer UK, said: “We are delighted to create a new fundraiser with Toys R Us through the help of Mr Men Little Miss. It is important for us to keep partnerships relevant and fresh, and Mr Men and Little Miss have enabled us to do this with some of our long-term partnerships, like Toys R Us.
“Through this commercial partnership, we can invest in further research into the causes and cures for childhood cancer, and ultimately save more young lives.”
Sabrina Segalov, licensing manager at Sanrio, added: “Sadly, cancer touches most of our lives and we are really proud to be a part of all of the amazing work Children with Cancer UK do, such as the revolutionary launch of precision medicine in the UK.
“We are very excited by this new initiative.”