The partnership will see the organisations align in their ambition to nurture children’s wellbeing, with the Cambridgeshire-based charity to receive financial support for its invaluable arts-based therapy and small-group support for three- to 13-year-olds in schools across the county.
The collaboration arose as part of Kid Kreations’ development of the Heartfuls range. These dolls were designed not only to look beautiful but also to promote wellbeing through play. Each Heartfuls doll is characterised by a theme of positivity to encourage emotional growth, confidence, and self-expression in children.
As well as financial support, Kid Kreations will provide Heartfuls dolls to Blue Smile to integrate into their work with schools in the local area. Meanwhile, Blue Smile has shared its expertise and provided ideas for art and play activities that can support children’s emotional wellbeing. These will be available to download freely from heartfuls.co.uk.
Kid Kreations has long been committed to creating products that harness the power of play to inspire children and make a meaningful impact on their lives, and Heartfuls is the latest addition to the portfolio. Originally conceptualised by toy designer Rachel Godfroy, who identified a gap in the market for a toy line that could foster happy hearts and build essential skills of resilience, Heartfuls is the industry’s first MESH-accredited dolls range.
With children’s wellbeing central to the Heartfuls brand, Kid Kreations was keen to find a charitable organisation that shared the Heartfuls brand ethos, as part of the brand’s development. Cambridgeshire-based children’s mental health charity Blue Smile was the ideal fit. Rachel Godfroy put the charity forward, with her daughter having benefitted first-hand from their invaluable support, during a long period of mental health difficulties, as a child.
Linda Osborne, Managing Director of Kid Kreations, commented: “Blue Smile is the perfect charity partner for Heartfuls. We share a commitment to supporting children’s emotional wellbeing and the charity’s mission resonates with us, reflecting our hope for Heartfuls – to inspire happier children to lead brighter futures. We’re delighted to have established a partnership, wherein the reciprocal support we can offer one another will be invaluable in achieving our mutual ambition of having a positive influence on children’s emotional health."
Anne Kent-Taylor, Charity Director of Blue Smile, commented: “We’re excited to partner with Kid Kreations, as like us, their team are passionate about promoting children’s emotional health through creativity and play. Blue Smile relies on donations to fund our work so we’re very grateful for both their generous financial support and their gift of Heartfuls dolls, which children will be able to use in our therapy sessions. This year, as we mark Blue Smile’s 15th birthday, sadly we’re seeing more young people than ever before struggling with their mental health but this partnership will help us provide prompt, effective support to more children who need our help”.
