Hallmark's social expression brand Forever Friends and national baby charity Tommy's are aiming to set a Guinness World Record in September.
The attempt at the world's longest marathon group hug will take place on September 19th and 20th, with huggers from Forever Friends, Hallmark and Tommy's aiming to hug for over 25 hours, non stop.
The attempt comes as the brand wraps up its 'Summer of Hugging' initiative. It also continues to launch aspects of its new vintage range, including stationery, mugs, photo frames and toiletries.
The world record attempt is intended to raise awareness and funds for Tommy's - aiding its pregnancy information programmes, medical reseacrh and support for anyone who has lost a baby through miscarriage, premature birth or stillbirth.
"We've been working hard over the last few months to get the nation expressing a little more affection during these difficult times, through social media and PR activity, and nothing represents the need for us all to stick together than a record breaking group hug which I will personally be taking part in," said Jacquie Costello, brand manager for Forever Friends.
"Every hour we hug will also mark every year that the brand has been around, culminating in a 25-hour hug-a-thon, marking 25 years of Forever Friends."
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