Cancer and Leukaemia in Childhood has signed a £50,000 fundraising partnership with photographic retailer Jessops.
The year-long partnership, dubbed 'click for CLIC', will include a variety of fundraising initiatives involving Jessops' staff and customers, such as a celebrity auction, a staff picnic, challenge events and product promotions.
The retailer is already working on a logo for the tie-up, which is based on a teddy bear holding a camera, and will incorporate CLIC branding.
Exclusive CLIC merchandise will also be sold though Jessops' stores.
Jessops kicked off the partnership, its first ever charity tie-up, with a pyjama party event hosted by the company's personnel director Theresa Wilde and brand development director Symon Powell. It raised £1,200.
The retailer also sponsored CLIC's annual 'win a day off work day' in December, in which participating companies donate extra days holiday to be raffled off to staff to raise funds for the charity.
"CLIC is an exciting up-and-coming charity where Jessops' support can make a real difference. The obvious photographic connotations made CLIC our perfect charity partner," said Powell.