Monday 11th November 2019: Sooty has partnered with Smile Train, the world’s largest cleft organisation, to bring awareness and funds for children with clefts globally. This two-year partnership aims to deliver cleft treatment to approximately 500 children in need. Sooty will be appointed as a Global Celebrity Ambassador for Smile Train, joining the ranks of Kylie Jenner and Bette Midler.

As part of the partnership, Sooty will launch “The Magic of a Smile” campaign with a range of E-cards produced by Don’t Send Me a Card that will be distributed just in time for the Christmas holiday, where customers will donate the cost of a card to Smile Train, with more fundraising campaigns to follow. The deal was brokered by Sooty’s global agent, Those Licensing People, and the cause-related partnership experts, Louis Kennedy.

The Sooty Show airs daily on ITVBe with product rights managed by Those Licensing People. Smile Train is headquartered in the USA with established fundraising offices in the UK, Germany, India, Indonesia, the Philippines, Brazil, Mexico and UAE and has supported more than 1.5 million cleft surgeries.

Smile Train UK’s Director of Fundraising, Ian Vallance, said:

"We're absolutely delighted to be welcoming Sooty into the Smile Train family as a Global Celebrity Ambassador.

With Sooty’s help, we’re excited to bring the magic of a smile to more children around the world. At Smile Train, our unique and sustainable model provides training and funding to empower local medical professionals, enabling them to provide 100%-free cleft surgery and comprehensive cleft care for babies and children globally.

By working with Sooty, we hope to provide many more magical smiles for babies and children born with a cleft to enable them to lead full and productive lives.”

Louis Kennedy’s Director of Partnerships & Licensing, Tracey Richardson, said:

"I'm delighted that Sooty is bringing his special magic to Smile Train as the charity celebrates its 20th Anniversary. As the charity says, "every child deserves the ability to smile" the partnership with Sooty will help even more children around the world smile."


For further information please contact the team at The PHA Group / 020 7025 1363

About Smile Train

Smile Train empowers local medical professionals with training, funding, and resources to provide free cleft surgery and comprehensive cleft care to children globally. We advance a sustainable solution and scalable global health model for cleft treatment, drastically improving children’s lives, including their ability to eat, breathe, speak, and ultimately thrive.

About Sooty

Everyone knows the story of the amateur magician, who whilst on holiday with his family in Blackpool, spotted a yellow bear puppet that would form a part of his magic act on the BBC. Since his TV debut in 1968, Sooty has barely been off our screens and unbelievably celebrated his 70th birthday in July 2018. This milestone amassed an impressive amount of media coverage across press, radio and TV, including segments on popular magazine shows This Morning and Lorraine. Delighting fans old and new, Sooty is the longest running children’s show of our time. Un-bear-lievable!

About Louis Kennedy

Louis Kennedy – Partnerships with Purpose

Louis Kennedy helps the world’s leading brands, retailers and licensors achieve extraordinary results through CSR consultancy and Cause-Related Marketing. The agency identifies innovative strategic opportunities and connects relevant partners, building brand awareness and consumer loyalty. Louis Kennedy’s campaigns have raised over £250 million for good causes since 2001.

To learn more about Louis Kennedy visit

Don’t Send Me A Card - Every e-card you send saves time, helps a charity and reduces carbon.

To learn more about Don’t Send Me A Card visit:

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