Nursery brand, Ickle Bubba, has a new partnership with the Baby Bank Alliance, an organisation dedicated to supporting and advocating for the UK’s 300 plus baby banks and families. Baby banks are a lifeline for families who need help: they receive donations of essential items for babies and children from their communities and pass them on for free, from one family to another.
Launching as part of its Bringing Joy This Christmas campaign, the nursery brand has pledged to donate £15,000 worth of product and £10,000 worth of spare parts to help restore Ickle Bubba products donated by the public, enabling them to be passed onto families in need.
It comes as UK deprivation hits a record high, with more than 1 in 3 children living in poverty and referrals to baby banks up 54% since 2021, according to research undertaken by the Baby Bank Alliance.
In addition, Ickle Bubba is rolling out a new workplace initiative that enables each colleague to use one working day to volunteer at a baby bank. Through this, they hope to give back to local communities and raise awareness regionally of baby banks and the impact they have on families.
Commenting is Ickle Bubba Senior Partnership and PR Manager, Jenna Shorter.
“We know shopping for baby can be expensive and overwhelming at times, but when a family is in crisis, being able to buy even the essentials is not an option. We feel a responsibility as a nursery brand to do our bit in the way of donating product but also to raise awareness of the incredible work the Baby Bank Alliance do.
“With recent research showing that 71% of families are facing a more financially difficult winter, we hope to help make a difference by enabling our customers to join our pledge to donate products, time or money to their local baby bank.”
Adding to this is Executive Lead of the Baby Bank Alliance, Hannah Pentith.
“We are delighted to be partnering with Ickle Bubba to help us in making a difference for babies and children across the UK. Baby banks are a vital lifeline to families in the UK who are really struggling with rising pressures and costs of essentials. This winter is set to be hard for families, with energy prices increasing again and families still struggling through the cost of living, and we’re seeing more demand for baby banks than ever before.
“The support from Ickle Bubba will enable baby banks to reach even more families and help the Baby Bank Alliance in our mission to ensure that every child has access to the essentials they need to thrive.”
For further information on Ickle Bubba, please click here.
