Zapf Creation’s Baby Annabell brand has partnered with the charity The Lullaby Trust and Bright Horizons nurseries to spread awareness of Safer Sleep Week.
The partnership will see Baby Annabell host a series of Pyjama Day fundraising events at Bright Horizons nurseries across the UK as part of The Lullaby Trust’s Safer Sleep Week from March 12 to 18.
All proceeds will be donated to The Lullaby Trust.
Launched in 2015, Safer Sleep Week is The Lullaby Trust’s national awareness campaign targeting families throughout the UK, as well as anyone looking after a young baby. The aim is to raise awareness of Sudden Infant Death Syndrome and equip parents with proven steps on how to reduce the chance of it occurring.
Activities will include dressing in pyjamas, playtime with My First Baby Annabell and My First Baby Annabell Brother dolls, storytelling, arts and crafts, bake sales and a sponsored sleep.
Parents will also be given promotional materials to take home with advice on how to make safer sleep decision for their children.
Marian Davis, marketing manager for Zapf Creation’s Baby Annabell, said: “Baby Annabell aims to encourage learning and development through imaginative play. We are looking forward to engaging with families throughout the UK to spread awareness for such a worthwhile and important campaign as The Lullaby Trust’s Safer Sleep Week.”
The event will be supported by national PR and social media outreach to maintain momentum throughout the week.