Jeans for Genes has announced today its partnership with Chapman Entertainment, the creators of Fifi and the Flowertots, for the third year in a row. Denim-wearing Fifi will represent the charity as pre-school ambassador for Jeans for Genes Day on Friday 1st October.




The first stage of the partnership includes a nursery drop to over 20,000 pre-schools throughout the country. As Jeans for Genes is celebrating its 15th anniversary this year and Fifi and the Flowertots turns five, a birthday wall chart has been designed to encourage all children at nursery to enter their birthdays, so no one will forget, like Fifi Forget-Me-Not!


The Cause-Related Licensing relationship between Fifi and the Flowertots and Jeans for Genes was brokered by Louis Kennedy, a leading agency in the development of cause-related solutions. The charity was looking for a denim wearing character to champion the campaign and Louis Kennedy suggested Fifi and the Flowertots as the perfect partner.


Richard Wood Licensing and Partnerships Director at Louis Kennedy said, “This is a partnership we are really proud to have brought together. We are delighted to see how it has grown and extended over the years and look forward to another successful campaign.” 


Jeans for Genes Day is an annual fundraising day in October when millions of children and adults across the UK make a small donation to wear their jeans to work, school or nursery. The money raised on Jeans for Genes Day funds vital care and support for children and families affected by genetic disorders, and research into the causes of and for cures of these conditions. There are more than 4,500 recognised genetic disorders that we currently know about and whilst many of these conditions are extremely rare, collectively they affect 1 in 25 children born in the UK. 


Greg Lynn, Managing Director, Chapman Entertainment comments, “Fifi is very pleased to be working with Jeans for Genes again this year. It is a very important charity that makes a real difference to children with genetic disorders. Fifi loves to wear her denim outfits, we hope she can encourage all British children to do the same on 1st October!”


Laura Pattison, Head of Campaign says, “Nurseries and parents with young children are key supporters of our charity, so we are delighted to have Fifi on board to promote Jeans for Genes Day 2010. With the help of Fifi and her friends we can encourage many more people to wear their jeans and make a donation to help change the world for children with genetic disorders”


Fifi and the Flowertots stars the voice of Jane Horrocks as denim wearing Fifi Forget-Me-Not. The hit series launched in 2005 and has become a firm favourite with pre-schoolers across the country.  Developed by Bob the Builder originator and designer and developer of Roary the Racing Car, Keith Chapman, the beautifully constructed programmes have brought to life a series of wonderful characters who inhabit an enchanting garden filled world.  The fabulous tales of Fifi and the Flowertots have an organic and responsible feel without losing that unstoppable air of fun and games.


For more information on Jeans for Genes Day, visit  To find out more about Fifi and the Flowertots, please go to




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