For every plush Hugo the Hedgehog sold John Lewis will donate £2.50 of the £10 fee to the RSPCA's wildlife rescue work, which includes help for baby hedgehogs.
Although most female hedgehogs give birth once a year, some will have a second litter of hoglets around October. Hoglets born later in the year have a much lower chance of surviving the winter.
The Hugo the Hedgehog plush, dressed in a red scarf and with soft furry spikes, comes with a swing ticket to let buyers know about the RSPCA initiative.
RSPCA trading manager Cathy Snow said: "Wildlife rescue and rehabilitation is a very important part of our work — and hedgehogs are among the animals that benefit most, especially at this time of year. Raising awareness of wildlife needs with this delightful John Lewis plush will be of enormous benefit to our work — and sales of Hugo will boost funds that allow us to continue helping animals in England and Wales."
The deal represents another boost to the RSPCA's licensing programme. JELC is working alongside the charity on a consultancy basis and is looking into deals for apparel, giftware, housewares, stationery, publishing, pet food, wild animal food and pet accessories.
Sarah Dare, assistant buyer, seasonal events, John Lewis Partnership, said: "We were thrilled when our design studios presented us with Hugo and even more delighted that Hugo was able to support our long-standing commitment to the RSPCA. He’s cuddly, friendly and a lot of fun. We think he will be very popular in the run-up to Christmas and do a lot of good for his brothers and sisters in the wild."
The Hugo the Hedgehog plush has been on sale at John Lewis since October and can be seen in window displays and on Christmas trees in every store.