The children’s charity Barnardo’s is to benefit from the sale of merchandise around this year’s Christmas advertisement from the retailer John Lewis.
The advert, which will be broadcast for the first time tonight, centres on the relationship between a young boy and a seven-foot-tall imaginary monster called Moz, who lives under the boy’s bed.
Barnardo’s has been chosen by the retailer to receive 10 per cent of the sale of £20 Moz the Monster cuddly toys and £5 mugs sold over the festive period.
The advert, which is set to The Beatles song Golden Slumbers, performed by the band Elbow, was directed by the French director Michel Gondry, whose films include Eternal Sunshine of the Spotless Mind and The Green Hornet.
John Lewis and Barnardo’s were unable to confirm before publication of this story how the partnership came about or whether the arrangement had a fundraising target.
Javed Khan, chief executive of Barnardo’s, said the charity was delighted to have been chosen by John Lewis.
"Every year, thousands of people adore the loveable characters in the brilliant John Lewis adverts, so it’s wonderful that Barnardo’s vital young carers services, which support so many children, will benefit from something loved by so many," he said.
"John Lewis is also launching a series of festive fundraising and volunteering events in its stores through its Community Matters scheme, such as storytelling sessions, and we hope that customers will enjoy taking part.
"This is a brilliant and exciting opportunity to raise money to help Barnardo’s continue its vital work supporting hundreds of thousands of the UK’s most vulnerable children, young people, parents and carers across the UK."