John Lewis has launched a soft toy design competition for children around the UK to raise critical funds for the NHS.
With homeschooling recommencing across the nation, the retailer is inviting children to create and share their designs for a “super-bear” cuddly toy that celebrates the spirit and fortitude of the fearless men and women working on the frontline during the Covid-19 crisis.
The winning design will be turned into an exclusive Christmas toy sold by John Lewis and Waitrose from October.
Commenting on the soft toy design competition is Martin George, marketing director for the John Lewis Partnership. “The acts of gratitude demonstrated by the public towards frontline workers, from the thousands of “thank you” pictures to Thursday evening clapping, show how deep our nation’s love for the NHS goes.
“We’ve already been supporting the NHS and critical workers in a number of ways. However, we want to make a lasting contribution that demonstrates our appreciation for those who are on the front line.
“We hope this competition will help inspire the nation’s children to put pencil to paper and encourage many to submit their creations while helping us give something back to our wonderful National Health Service and frontline workers.”
The competition, which launches today (24 April), also marks the start of the “Feel Good Friday” campaign; an initiative to bring the nation together in a time of isolation.
Every Friday, John Lewis & Waitrose will focus on one skill or pastime; all in service of helping people enjoy a shared interest, learn something new and create stronger relationships within local communities. Working with Partners, celebrity experts, charities and the NHS, this includes everything from gardening, arts and crafts and mindfulness, to baking and fitness.
The soft toy design competition follows several initiatives already launched by the John Lewis Partnership to support critical emergency workers. For instance, setting aside a proportion of hard-to-find and everyday essential items during periods of low stock; opening dedicated tills; and also installing a wellbeing area for medical staff and volunteers at the Nightingale NHS Hospital in London.
Children must ask an adult over 18 to enter them into the competition via email, Instagram, or Twitter. Participants can then send a design of a toy via email. Alternatively, they can post their design using the hashtag #DesignYourSuperBear on Instagram or Twitter.
