George at Asda has launched a new 'Little Pudsey Club' babywear capsule collection to mark its 25th year partnership with BBC Children in Need.
The unisex collection, described by the supermarket as "joyful", features over 15 new lines designed specifically for little ones.
The retailer aims to raise over £100,000 from the collection to help fund vital projects supporting young lives across the UK.
Asda's latest collection, available now, includes a variety of baby essentials, including sleepsuits (£9), starter packs (£14), pyjama sets (£13), dungarees (£12), towels (£6), and muslins (£4).
George at Asda's 'Little Pudsey Club' babywear capsule collection is available now
Asda
Designed for babies from Tiny Baby size (up to 6lb) to age three years, the range ensures all little ones are catered for.
At affordable prices, parents and carers can kit out their little ones in capsule items without breaking the bank.
Purchasing the babywear items contributes to a good cause too, as Asda pledges that 20 per cent of each item sold will go directly to BBC Children in Need.
The partnership between Asda and BBC Children in Need dates back to 2000, with over £38million raised to date.
Through this long-standing commitment, Asda has helped improve the lives of more than 350,000 children and young people across the UK.
The charity supports children facing complex challenges, including poverty, mental illness, domestic abuse, disability, neglect, trauma, and the impact of marginalised identities.
Hayley Hartwell, George Senior Buying Manager for Kids & Baby, commented on the exciting new launch.
She stated: "We have a rich heritage of supporting BBC Children in Need here at George at Asda, and our range continually grows each year.
"To kick-start the celebrations of our 25th year partnership, we have created a new 'little Pudsey club' baby capsule collection.
"A donation of 20 per cent from the sale of each item will go to BBC Children in Need to help fund vital projects that make a difference in young lives across the UK."
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Claire Hoyle, Director of Income Generation, Marketing & Communications at BBC Children in Need, further celebrated the range.
"We've been in partnership with George at Asda for the last 25 years and in that time have raised over £38m, which has made a positive difference to the lives of countless children facing challenges across the UK," she said.
"I'm delighted that we've launched the Little Pudsey Club range, which is a fitting addition to kick off our 25th year in partnership and enable us to continue this great work."
