There's just two weeks to go until the Toy Trust Isle of Wight Big Kids Bike Ride - and the body is urging the industry to get behind as many riders as possible so it can hit its £100,000 target.
The event will be the largest charity fundraiser that the Toy Trust has organised to date - with 163 riders taking part from companies including Hasbro, Vivid, Character Options, LEGO, Tomy, VTech, ITV, Disney, Nickelodeon, Sky and The Entertainer to name just a few.
Taking place on June 8th, all money raised will go to the Special Bikes for Special Kids charity. It provides custom-fitted trikes for profoundly disabled UK children.
In addition, a large supply of toys has been donated by Toy Trust committee member companies to the paediatric unit of nearby St Mary's hospital in Newport, Isle of Wight. They will be presented by Flair's Peter Brown.
"The response from all areas of the toy trade to our fundraising campaign has been amazing," said Nick Austin, event organiser. "However, we are still short of our £100k target so please, please sponsor today as many riders as you can for this fantastic cause.
"They deserve your support, as for many of them the 70-mile ride willbe a massive physical achievement."
You can see who is taking part in the event via the Toy Trust's online event page on Virgin Money Giving. Simply click here and then search for The Toy Trust.
If you cannot find a team or rider to sponsor then please send a cheque made payable to The Toy Trust to Matt Jones at the BTHA, 80 Camberwell Road, London SE5 0EG.
Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.