Girlguiding UK has teamed up with bicycle manufacturer Raleigh to launch a range of branded bikes for its young members.
There are two styles of bike: one for Brownies, who are aged 7-10 years, and one for Rainbows, aged 5-7 years. The bikes are on sale through Girlguiding UK's online shop, priced £114.99 and £84.99 respectively, and 12 per cent from each sale will go to the charity.
"Health and fitness is an important part of the girls' activity programmes and the bikes fit perfectly into these sporting activities," said Girlguiding UK's marketing and promotions manager Paul Easton. "The partnership with Raleigh means that we benefit from its respected and trusted identity, and Raleigh benefits from the strong brand identities of Brownies and Rainbows."
The bikes, which have been released in time for the Christmas market, are brightly coloured and feature the Brownie and Rainbow logos alongside Raleigh's own branding. The charity plans to promote them through its website and its members' magazine, Guiding.
Provided the bikes prove popular, the arrangement could last indefinitely.
The charity is already working on plans to extend the range to include Girlguiding branded cycle accessories such as safety helmets and drinks bottles.
The bikes are the most recent addition to a long list of successful cause-related marketing partnerships for Girlguiding UK. The charity has a policy of proactively identifying products and brands that fit well with the Girlguiding UK ethos for potential partnerships.
The bikes have been added to the charity's growing branded merchandise range, which already includes Brownie pyjamas, Rainbow dolls and a range of silver jewellery.