Pre-school characters to back the charity's nursery school campaign.
Entertainment One Family has revealed that Ben & Holly's Little Kingdom is partnering with Jeans for Genes Day 2012.
The pre-school characters will be brand ambassadors for the charity's nursery school campaign. This will aim to raise money to provide vital care and support for children with genetic disorers through the sale of Ben and Holly zip pulls.
A range of four exclusive zip pulls featuring Ben, Elf, Princess Holly, Nanny Plum and Gaston are now on sale at the official online store and in key retailers. All proceeds generated will go directly to Genetic Disorders UK.
Nursery schools will also be running a nationwide competition for children to design a denim dress for Holly and denim trousers for Ben. Celebrity mum, Elen Rivas, will judge the winner and will attend a media photocall to launch the sale of the zip pulls.
To support the drive, eOne is creating Ben & Holly branded materials including free fundraising counting charts and online downloads.
"We're extremely pleased that the popularity of Ben & Holly's Little Kingdom can be used to help the charity reach young audiences and raise money for this worthy cause," said Rebecca Harvey, marketing manager at eOne. "We hope the zip pulls will be a big hit with kids when they go on sale and that the profits will go some way towards helping the charity meet its fundraising target."
Laura Pattison, campaign director at Jeans for Genes Day, said: "The fundraising done by nursery schools is invaluable in helping us support crucial care, equipment and nursing services for children with genetic disorders."
Jeans for Genes Day takes place on Friday October 5th, with the charity's target for this year standing at £2.5 million.
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