John Lewis has announced it is to be the headline sponsor of Lollibop, the three day family event at Regent’s Park between August 17th and 19th.
In 2011, the festival attracted over 30,000 visitors and similar numbers are expected this year.
Lollibop is programmed for children under the age of ten, and includes live performances, workshops, demonstrations and interactive zones.
Performers include Dick and Dom, The ZingZillas, workshops from Horrible Histories and Mister Maker.
In addition to sponsoring the event, John Lewis will also be dressing areas from their latest collection. Additional initiatives are also set to be announced.
Rachel Swift, head of marketing at John Lewis said: “John Lewis is a natural destination for families so it made absolute sense for us to be involved in the UK’s biggest children’s event.”