Zapf Creation’s Baby Annabell brand has partnered with The Lullaby Trust and Bright Horizons nurseries for Safer Sleep Week.

The partnership will see Baby Annabell hosting a series of Pyjama Day fundraising events at Bright Horizons nurseries across the UK as part of The Lullaby Trust’s Safer Seep Week from 12th to 18th March, with all proceeds raised being donated to The Lullaby Trust.

Launched in 2015, Safer Sleep Week is The Lullaby Trust’s national awareness campaign targeting families throughout the UK, as well as anyone looking after a young baby. The campaign aims to raise awareness of Sudden Infant Death Syndrome (SIDS) and equip parents with proven steps on how to reduce the chance of SIDS occurring.

Activities will include dressing in pyjamas, playtime with My First Baby Annabell and My First Baby Annabell Brother dolls, storytelling, arts and crafts, bake sales, and a sponsored sleep. Parents will also be given promotional materials to take home with advice on how to make safer sleep decisions for their children.

Marian Davis, marketing manager for Zapf Creation’s Baby Annabell, commented: “Baby Annabell aims to encourage learning and development through imaginative play. We are looking forward to engaging with families throughout the UK to spread awareness for such a worthwhile and important campaign as The Lullaby Trust’s Safer Sleep Week.”

The event will be supported by national PR and social media outreach to maintain momentum throughout the week.