Walker Books has been enjoying success with its first cause-related licensing initiative, having teamed up with Louis Kennedy and Barclays to raise money for the Child Bereavement Charity.
The three-way partnership was brokered by Louis Kennedy, which is a specialist in cause-related licensing and has previously matched up Asthma UK and Bagpuss, Tommy's and Peppa Pig, plus Mr Men with Children with Leukaemia.
The team also designed the products and developed the campaigns.
Miniature versions of Sam McBratney's Guess How Much I Love You were on sale for £2 in all 1,800 UK branches of Barclays throughout February and March.
"Child bereavement is a highly emotive and sensitive cause which is why the association needed to be carefully considered and on message," said Grant Morgan, chairman of Louis Kennedy. "I believe that this beautiful and classic story meets both objectives and I am proud of my team for having brought both parties together for what I believe will be an excellent fundraising and awareness campaign."