The UK family-owned high street toy retailer is supporting Children’s Mental Health Week.

The Entertainer is partnering with Young Minds, the UK’s leading charity supporting children and young people’s mental health, to help raise awareness of how play can promote mental well-being.

On Saturday 9th February, during Children’s Mental Health Week, all 163 The Entertainer stores across the UK will be hosting The Big Create, a fun and engaging colouring-in and dough making session taking place between 12-4pm. Families will be encouraged to share their creations on social media using #TheBigCreate, while 10% of all profits of Ready Steady Dough lines sold both in-store and online at TheToyShop.com on the day of The Big Create will be donated to Young Minds.

Gary Grant, founder and executive chairman of The Entertainer, commented: “Play is so important to children. Not only does it allow them to explore their imaginations and become inspired, but it also encourages them to interact with others. We’re really looking forward to seeing the activity come to life in stores and encourage all families to visit their local The Entertainer and show support for Young Minds and the great work that they do.”

Emma Thomas, chief executive of YoungMinds, added: “We’re extremely grateful that The Entertainer has chosen to support us during Children’s Mental Health Week. Its generous donations will help us continue our vital work to help children and young people who are struggling with their mental health across the UK.”