Vivid has pledged £10,000 from its I Love Ponies brand to the International League for the Protection of Horses.
ILPH has signed a contract with Vivid to become the official charity of the girls’ brand, which includes play sets, roleplay characters and accessories. The deal means the ILPH logo will be shown on all I Love Ponies packaging and Vivid will donate £10,000 to the charity during the first year of production.
The firm approached ILPH to be involved with the brand because of its educational ethos and appeal to children.
Vivid Imaginations chief executive Nick Austin said: “ILPH is undoubtedly the most effective horse welfare charity operating internationally, with a strong horse welfare message which is relevant to children all over the world”.
“We believe in ILPH we have found the perfect charity partner for the I Love Ponies toy range and look forward to working with them and developing our relationship,” Austin said.
John Smales, chief executive for ILPH said children are the future owners of horses.
“We are delighted to be working with Vivid Imaginations and hope that the partnership will promote horse welfare and enable yet more children to love, understand and respect the horse,” Smales said.