Mega Brands has partnered The Entertainer to raise funds for baby charity Bliss through sales of the Mega Bloks First Builders Big Building Box (100 Pieces).
The on pack promotion, along with marketing support, will help the charity provide the best possible care and support for premature and sick babies and their families.
The campaign will see Mega Brands and The Entertainer donate £1 to Bliss for every participating pack sold online and in store.
An on pack sticker will highlight the promotion on both original and pink versions of the Mega Bloks First Builders Big Building Box.
“We believe parents will be really pleased they can support the work of Bliss while also offering their own children the gift of play," said David Martin, vice president international, Mega Brands.
"We have worked with Bliss in the past when supporting the Mother & Baby Big Heart Awards so it’s a charity that is very close to our hearts. We look forward to delivering some great results for Bliss and the families it helps throughout the UK every year.”
The activity will also be boosted with social media support from Mega Brands, The Entertainer and Bliss.
“We are thrilled to be working with our number one pre-school construction partner on such a large scale promotion, especially as it is all for such an amazing cause,” added The Entertainer's Stuart Grant.