Clic Sargent has launched a mobile phone 'charm' to tie in with the World Cup.
The charm, intended to appeal to patriotic football fans around the country, features an enamel St George's Cross flag attached to a white band reading 'England'.
The England mobile phone charm will be sold at JD Wetherspoon pubs across the UK from the beginning of May. Clic Sargent hopes to sell 70,000 charms for a suggested donation of £2 each and raise more than £100,000 for children with cancer.
Querida Williams, head of corporate fundraising at Clic Sargent, said: "Charities need to be more and more creative to raise money these days, and the England flag mobile phone charm is a great example of this creativity."
It is the first of many designs the charity hopes to distribute through its partnership with the pub company.