LOUIS KENNEDY BROKER A REWARDING PARTNERSHIP FOR THE CHILD BEREAVEMENT CHARITY AND BARCLAYS

LOUIS KENNEDY BROKER A REWARDING PARTNERSHIP FOR THE CHILD BEREAVEMENT CHARITY AND BARCLAYS

Visit one of the 1,800 UK branches of Barclays from 10th February and you’ll find miniature copies of the endearing tale of Little and Big Nutbrown Hare on sale at £2 a piece, with all proceeds going to the Child Bereavement Charity. The publisher, Walker Books, author, Sam McBratney and illustrator Anita Jeram generously waived the licensing fee so that every penny goes to the charity.

"As a relatively small charity we are thrilled to have this opportunity, says Ann Chalmers, Chief Executive of the Child Bereavement Charity.  “The sale of the books will raise vital funds to enable us to help many more bereaved families to receive the support they need. Being in 1,800 Barclays branches will also let many more people know that we are here if anyone they know ever needs us." 

The three-way partnership was brokered by Louis Kennedy specialists in Cause-Related Licensing, who were responsible for spectacularly successful matches such as Asthma UK with Bagpuss, Tommy’s with Peppa Pig and Mr Men with Children with Leukaemia.  The team also designed the products and developed the campaigns. 

Louis Kennedy chose the perfect property for the Child Bereavement Charity – Sam McBratney’s Guess How Much I Love You; a book that portrays the limitlessness of parental love – and then sourced a partner that was open to innovative ideas.

“It was the team at Louis Kennedy who first identified the great fit between the Child Bereavement Charity and this wonderful book, then put their contacts and expertise to work on our behalf,” says Ian Davis, the Head of Fundraising for the charity.


The campaign marks a first for The Child Bereavement Charity; the first time they have used licensing as a means of raising funds for their relatively small organisation. The charity, of which Prince William is the Royal Patron, gives bereaved children and grieving families access to the support they need. Perfect timing too as the book will be on sale in the weeks leading up to Mothering Sunday.

“The key is to find partners with a genuine fit so that the alliance is beneficial for everyone,” says Grant Morgan, Chairman of Louis Kennedy.  “For the charity this means raising funds and awareness and encouraging participation, for the retailer or brand it must drive sales, trial and footfall and the licensor profits from selling the license.”

 

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